Our Heritage

    For decades, the diamond has been a symbol of love and commitment. The gift of diamond jewelry acts as a beautiful metaphor, setting your love in stone. It is timeless, steadfast and sparkles with the eternal flame of your love for one another. Love, passion, and commitment are also the reasons our founders dedicated more than 30 years of diamond manufacturing expertise into developing the Diamonds Direct experience. As diamond manufacturers and wholesalers, our founders were passionate about the quality of the stones they were cutting and selling to jewelry stores. In December of 1995, they saw an opportunity to completely change the landscape of fine jewelry retail by eliminating the middleman and selling diamonds directly to the end consumer. This novel business model allowed our founders to sell the same precious diamonds to the end customer at prices that were far below traditional jewelry store pricing. And thus, Diamonds Direct was born.

    To our founders, it was supremely important that the customer celebrate their love with the best resources possible. Their philosophy of guidance, education, selection, and value was built to enhance the shopping experience for customers. Our founders knew the customers would come to Diamonds Direct because of the pricing and selection, but ultimately buy because of our passion, commitment, and personal relationship built with each customer.

    Our direct approach quickly made an impact on the industry. By empowering customers with the intricate knowledge of how the diamond industry worked, we eliminated any confusion or pressure on the end consumer. For the customer, with empowerment came confidence and pride in their individual purchase. Our founders model allowed each customer to uniquely select a high quality diamond and present it as a symbol of their affection for to their loved one.

    Savvy shoppers quickly embraced the Diamonds Direct concept and today, we are one of America’s largest and most successful independent jewelry companies. Though the company has grown, each location upholds the same values instilled by our founders in 1995- education, value, selection, guidance and above all, passion. Diamonds Direct’s brick and mortar locations can be found across the south and are accompanied by a personally curated online shopping experience that has been developed to deliver the same phenomenal customer service and quality synonymous with the Diamonds Direct name. Diamonds Direct further promotes their mantra of spreading love through the Diamonds Direct Foundation. Welcome to Diamonds Direct, where your love is celebrated through our passion for diamonds.

    “Buying a diamond is one of the biggest decisions of your life. We will eliminate all the confusion and pressure from this experience and guide you through this process to ensure you find the right diamond to love.” - Itay Berger, President

    Our Awards

    Recognition for our exceptional service