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 the reasons we dedicated decades of diamond expertise into developing the Diamonds Direct experience.

Diamonds Direct began as a wholesale operation, based out of both Israel and the United States, that cut and sold diamonds to jewelry stores across the country. In 1995, we opened our first showroom and completely changed the landscape of fine jewelry retail by simply eliminating the middleman and selling diamonds directly to the end customer for far less than traditional jewelry stores.

Our direct approach quickly made an impact on the jewelry industry because we paired these resources with superior guidance, education, and customer service. The Diamonds Direct experience is born from our signature approach to selection and customer service. Our mission to provide a no risk shopping environment endures today. We empower customers with diamond industry insights and products that are backed by our unmatched guarantees and warranties. We practice a personal approach while eliminating pressure and confusion during the diamond shopping experience, ensuring all customers have the opportunity to maximize their individual budget and make the best buying decision possible.

As word spread, our flagship location in Charlotte, NC began pulling customers from across the southeast. Today, Diamonds Direct and our family of companies are proud to serve customers across the United States. At Diamonds Direct our motivations are simple: our passion and commitment is fueled by our desire to help you demonstrate your love for that special someone. The heart of all that we do is centered around your love, and we’re grateful you chose to celebrate that with us.

“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