Amit Berger, EVP, founded Diamonds Direct Birmingham in 2008. He joined the Diamonds Direct parent company in 1995 in Israel while working in the cutting facility and learning the trade's secrets.
Born in Israel, Berger grew up working in his family restaurant business and developed his love of customer service and gregarious personality. When he turned 18, Berger served in the Israel Defense Force in the air force division for three years. After the military, Berger spent two years in an Israeli University and enrolled in a professional diamond course where he fell in love with the industry. It was then when he started working for Diamonds Direct's parent company in the cutting facility with the founder of the company.
In 1997, Berger came to the United States to begin working one on one with big diamond buyers. He traveled back and forth between Israel and 40 different states in the US working for Diamonds Direct's parent company in the wholesale division. Berger married wife Liat in 1998 and decided to move permanently to the United States. They made their home in Rockville, Maryland where he continued to work with Diamonds Direct's parent company in the wholesale office and selling diamonds to top jewelry stores around the country. Eventually, Berger was running the wholesale division and was in charge of selecting diamonds from the cutting facility in Israel.
In the meantime, his brother Itay, had opened the first Diamonds Direct retail location in Charlotte, NC and convinced Berger to come visit and check out the retail side of the company. Berger fell in love with the excitement and reward with working face to face with customers rather than businesses.
Berger made the move to Birmingham and opened the second Diamonds Direct location here in Birmingham, AL. He calls Birmingham his home and loves the friendly atmosphere. Berger lives with his wife, Liat, and three daughters, Lynn, Lielle, and Leia. Their favorite thing to do as a family is play with their dog Ziggy and travel.