For nearly 30 years, Diamonds Direct has bucked the industry trend by importing conflict-free diamonds from Belgium, South Africa and Israel direct to St. Petersburg. The family-owned business was the first to open its doors at St. Pete's Sundial. The one-of-a-kind store features the world's top fashion brands from Pandora and Michael Kors to Burberry and Versace in boutique and "store within a store" settings. Traditional window displays have been replaced with jewelry submerged inside 18-feet of saltwater tanks. Inside the store, customers can take part in designing their own custom pieces with a 3D Space Pro CAD system and can monitor its creation via a 3D "grower." Diamonds Direct has embraced the new location in a myriad of ways - introducing the "Sunshine Cut" diamond, creating a signature Sundial watch, and a commemorative Sundial coin.