Diamonds Direct Fine Jewelers
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.
Hours
Tuesday 11 AM–6 PM
Wednesday 11 AM–6 PM
Thursday 11 AM–6 PM
Friday 11 AM–7 PM
Saturday 11 AM–7 PM
What Visitors Love
My husband and I went to Diamonds Direct and left with my perfect birthday gift! DJ and Nicole are always so helpful. They always make going in to have my jewelry cleaned or just browsing around enjoyable. We got to view many pieces of jewelry before ultimately deciding and we were able to get my husband a new wedding band as well. Highly recommend Diamonds Direct and Nicole and DJ if you want to have a pleasant and helpful experience with no pressure at all. Whenever shopping for new jewelry, it is our definite go to store!
My wife and I had an amazing experience at this jewelry store from start to finish. Everyone was welcoming, knowledgeable, and never made us feel pressured. A special thank you to DJ, who went above and beyond to help us throughout the entire process. He was patient, answered all of our questions, and made sure we felt confident every step of the way. The customer service was truly exceptional, and you can tell they genuinely care about their customers. The quality of the jewelry is outstanding, and the whole experience exceeded our expectations. If you’re looking for a jewelry store with beautiful pieces and a team that treats you like family, I can’t recommend this place enough. We’ll definitely be back for future purchases!
My girlfriend and I first visited Diamonds Direct back in January and had the pleasure of working with DJ Wagers throughout the process. From start to finish, DJ was knowledgeable, professional, and incredibly easy to work with. He took the time to answer all of our questions, educate us on the different options, and never made us feel pressured to spend more than we were comfortable with. Buying an engagement ring can be stressful, but DJ made the entire experience enjoyable and straightforward. I felt like we received a fair price for a beautiful, high-quality ring, and I appreciated the honesty and transparency throughout the process. If you’re looking for an engagement ring or other fine jewelry, I would absolutely recommend Diamonds Direct and especially DJ Wagers. Thanks again for making such an important purchase a great experience.
We purchased my upgrade ring about 5 years ago here with Dennis. I stop in to have my ring cleaned and checked monthly. All of the team here truly go out of their way to take care of you and your jewerly. When I was in a couple weeks ago Dennis told me it was time to have a deep clean and polish. I dropped it off Tuesday, was told it would be ready Thursday. Dennis let me know it was ready on Wednesday. The service far exceeded my expectation and cleaning has made my ring look showroom new again. Thank you to Dennis and his coworkers for always taking care of every person that walks through their door with exceptional service. I’m very lucky to be part of their family.
Nicole and staff were so welcoming and helped so quickly ! My center diamond had a little wiggle to it and was able to be checked and tightened on the spot and taken care of within minutes ! What a great first impression experience, so very thankful for this jeweler ! I went to another local jeweler prior for the same concern. Unfortunately that jeweler wasn’t as attentive. And had advised there’d be a charge and take up to a week to fix. After that poor experience at the other jeweler we sought out Direct Diamond and am so beyond happy with the customer service we had ! So grateful for going to this jeweler instead and getting such excellent service would come back and plan to for future services and products ◡̈
Accessible Features
- Wheelchair Accessible Entrance
- Wheelchair Accessible Parking
- Wheelchair Accessible Restroom