Business Details
42 Years
experience
Your Trusted Jewelry Store in St. Petersburg, FL
Diamonds Direct has been locally-owned, family-owned, and veteran-owned since 1984. Our commitment to quality and customer service has made us a trusted name in the Tampa Bay area. We import diamonds directly from conflict-free sources and offer a wide selection of fine jewelry, including engagement rings, wedding bands, and custom designs. Our knowledgeable staff provides personalized guidance to help customers make informed decisions. We prioritize creating a welcoming, low-pressure shopping environment where customers feel like family. With over 39 years of experience, we stand behind our products and services, offering lifetime diamond upgrades, warranties, and jewelry repair.Our store in St. Petersburg, FL, combines expertise with a unique shopping experience featuring private consultations, a custom design center, and complimentary beverages. We serve diverse customers, from everyday shoppers to collectors, and maintain strong community ties through partnerships with local organizations. Our dedication to education empowers customers to understand jewelry quality and value, ensuring confidence in every purchase.
Services
Engagement Rings
Custom Design
Jewelry Repair
Diamond Sales
Watch Services
Details
- Year established: 1984
Highlights and features
- We offer 39 years of experience in fine jewelry and diamond expertise.
- Our family-owned business prioritizes personalized, low-pressure customer service.
- We import diamonds directly from conflict-free sources for quality assurance.
- Lifetime diamond upgrade options and comprehensive warranties are available.
- Custom design services create one-of-a-kind pieces tailored to your style.
What people say
Knowledgeable staff
Wide selection
Personalized service
Unique store design
Lifetime warranties
Services
Engagement Rings
Our engagement ring collection features conflict-free diamonds and designer pieces tailored to individual styles. Customers receive expert guidance to select or create meaningful symbols of commitment. With options ranging from classic solitaires to custom designs, we ensure quality and value for life's most important moments.
Custom Design
Transform ideas into unique jewelry through our custom design process. Our designers use CAD/CAM technology and hand-crafted techniques to create one-of-a-kind pieces. From concept to completion, we collaborate closely with clients to realize their vision while maintaining exceptional craftsmanship and attention to detail.
Jewelry Repair
We offer comprehensive repair services for all jewelry types, including resizing, stone setting, and restoration. Qualified technicians use advanced tools to ensure precise, durable results. Same-day service is available Tuesday through Saturday for qualifying repairs, with transparent pricing determined after in-person evaluation.
Diamond Sales
Our diamond inventory includes natural, lab-grown, and signature Sunshine Cut options sourced directly from conflict-free regions. Customers benefit from competitive pricing and educational resources explaining diamond grading factors. We provide certification documentation and lifetime upgrade options for added confidence in diamond purchases.
Watch Services
We offer watch battery replacements and maintenance for luxury timepieces. Our technicians handle repairs with precision while maintaining water resistance and functionality. Customers can schedule appointments for specialized service or receive immediate assistance during store hours for select watch-related needs.
People
Gary Sanchez
Owner
Founder of Diamonds Direct since 1984, Gary transitioned from Coast Guard service to jewelry expertise. He personally sources diamonds in Antwerp and oversees store operations, combining military discipline with personalized customer care.
Cheryl Sanchez
CFO
Cheryl manages financial operations as Chief Financial Officer, applying her accounting expertise to maintain business stability. She partners with Gary in strategic decision-making, ensuring long-term growth aligned with family values.
David
COO
Starting as a teenage employee, David rose to Chief Operating Officer through decades of jewelry industry experience. He oversees daily operations, maintaining service standards while implementing technological advancements in store management.
Questions
What types of diamonds do you offer?
We provide natural diamonds, lab-grown diamonds, and our exclusive Sunshine Cut diamonds sourced directly from conflict-free regions.
Can I schedule a custom jewelry consultation?
Yes, we offer personalized appointments for custom design consultations with our expert team.
Do you provide jewelry repair services?
We offer comprehensive repair services including resizing, stone setting, and restoration with same-day options available.
What financing options are available?
We provide special financing programs subject to credit approval for qualified purchases.
Are your diamonds certified?
All our diamonds come with certification documentation verifying quality and origin.
What makes your store unique?
Our combination of family ownership, direct diamond sourcing, and personalized service creates a distinctive shopping experience.
Reviews (6)
Jeremy Massullo
Jun 12, 2022
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Stephanie took care of me and my now fiance as soon as I walked in the door. She listened to our wants and directed us accordingly and explaining the pros and cons to various brands. After ordering my dream engagement ring, she continued to update my every step of the way. The entire Diamonds Direct team were wonderful, friendly and we'll certainly be back to purchase our next piece of jewelry!
Monique
May 11, 2022
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I would definitely recommend Diamonds direct to all my friends and family. The show room is beautiful. The staff was wonderful and the prices were competitive. A special thank you to Stephaine who took the time to work with me and help me pick out a beautiful diamond bracelet. I will enjoy it forever!
Nick Baksh
Apr 21, 2022
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The salesmen at Diamond Direct are incredible! My lady and I got exceptional service and professionalism. Her ring was also finished a few weeks ahead of time and came out absolutely magnificent. It was honestly even more beautiful than I expected. (She hasn't seen it yet lol).
Brittany Ranew
Apr 21, 2022
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I moved here a few years ago so I didn't have a local jeweler. When I needed a resize and repair for my wedding rings I was nervous to use a new jeweler. I has several friends recommend Diamonds Direct so I trusted the referral. And wow was I blown away when I got my rings back! They looked like the day I got them after almost 13 years! I couldn't believe it. So gorgeous. I'm beyond happy!
Emilea Angel
Apr 09, 2022
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I worked with Dj and he was INCREDIBLE! From start to finish he was very kind and knowledgeable. He made the entire experience very easy! He helped me create the perfect necklace for my boyfriend and the ordering process could not have gone smoother. He and Stephanie are warm and welcoming right when you walk into the store. Would highly recommend this place to anyone looking to purchase quality jewelry. And to make new friends!
Barbara Montgomery
Mar 16, 2022
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My experience at Diamonds Direct exceeded my expectations. David and DJ were extremely helpful. My special order came in sooner than expected and my jewelry repairs were very reasonable. I will go to Diamonds Direct for my Rolex cleaning. They are very friendly and in a word "amazing".
