In Jewel Land, Jewelpets, a group of animals who have the natural ability to use magic lived in harmony with the Magicians attending the Magic Academy to learn how to use magic with their Jewel Eyes. However Ruby, a white Japanese Hare whose magic sometimes fails, is appointed to go to the Human World to search for a partner whose feelings of her heart matches hers. But when she uses the card that the magicians give her, she is sent to the Human World by accident. There, a girl named Akari Sakura meets her on the beach on her way to school. At first, Akari can't understand her due to her Jewelland Language, but Ruby eats a special candy so she can speak and understand human language. As the day passes, Ruby knows about her problem in school and later apologized, saying that she didn’t know Akari’s personal problems as she tries to cheer her up. As Akari accepts Ruby, a Jewel Charm appears on her hand and she realizes that she was chosen by Ruby to be her partner. After that, she decides to become a student along with Ruby as they are accepted into the Jewel Star Grand Prix. The prize is that any wish they want will be granted. Will she be a winner of the grand prix and let her wish be granted in the end, or will it just end up as one big disaster?
The series is set majorly in both Jewelland and in the human world, more specifically Akari's hometown in Kanagawa Prefecture, Japan. The series' main theme is dreams, a reference to Akari's dreams of winning the Jewel Star Grand Prix and making her wishes come true with the help of Ruby and Labra.