Diamonds Direct, family owned and operated Jeweler in South Minneapolis.

Diamonds Direct is a different kind of jewelry store. We work with each customer to help define your inspiration. We then take that inspiration and deliver exactly what you want. We are not done working until you are happy. We maintain a sizable inventory, but also pride ourselves on our personal shopping services. After a conversation with you, if we don’t have exactly what you want, we will go to our suppliers and find it. By doing this, we cater to your needs while not having to push our inventory on you.

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Engagement Rings

A unique shopping experience.

Custom Design

If you can dream it, we can make it!

At Diamonds Direct

we pride ourselves on our custom work. We have the ability to create anything you can dream up. As a small business, we can utilize our creativity in a way that is not possible with a big box store.


Full Service Jeweler

Full Service Jeweler in South Minneapolis

Diamonds Direct is a full service jewelry store in Minneapolis we offer repair, insurance appraisal service, cleaning and inspection. Ask about our coupon for one FREE appraisal.

About Us

Diamonds Direct Jewelry Store

was established in 1981 and initially specialized in State Farm insurance claims and loose diamond purchases. Over the years, word got out about the straightforward way we do business and we began working more in bridal and fashion. Today, we continue with the same theory of doing business we started with. Treat our clients the way we would hope to be treated. Our specialties include custom design, discount diamond prices, high standards in quality and insurance replacement services.

Our History

John has been in the diamond business since 1970 and began Diamonds Direct in 1981. He really enjoys cultivating the relationship with his client and developing a foundation of trust. Known for his honest approach to jewelry, John’s clients know they can always go to him for a straightforward answer about their purchase. He enjoys golfing with his wife and is known in his circle of friends as the “Doctor of Dazzle.” John is also a decorated Vietnam Veteran and was recognized at the White House recently for his service.

Dana has a great passion for her work! She has been in the jewelry business for more than three decades. Dana is a great listener and has an excellent eye for finding the best diamonds, gemstones or that special piece of jewelry for her clients. She enjoys creating custom designs, as well as working with vendors, to find the perfect gift no matter your celebration. When she’s not at work, you’ll find her travelling, on the golf course or whipping up a delicious treat in the kitchen..

Naomi has been involved at Diamond Direct ever since she was old enough to dust and alphabetize but officially since 2004. She has completed her Gemology degree through the Gemological Institute of America. Her favorite thing about being in the industry is guiding her customers through some of life’s most treasured times. In addition to being a jeweler, Naomi enjoys teaching yoga, cooking, and being with her family.

Maria has been a part of Diamonds Direct since she was in elementary school. Following in the footsteps of her sister. Going to work with Dad on Saturdays, starting with dusting, vacuuming & alphabetizing . She has a love of jewelry design, and helping to continue the Diamonds Direct values of personal relationships through customer service. Maria is a graduate from the University of Wisconsin-Stevens Point. She is an art lover; dance, music, and theatre.

100% Satisfaction Guaranteed

Custom Design Work
No refunds can be offered on custom design work. However, we are happy to work with you on changing or redoing the design and only charge for additional labor, stones or metal utilized

We are not done working until you are happy with the final product.

We offer a LIFETIME GUARANTEE on all of our products. Any defects in workmanship or quality will be repaired or replace with usually no cost to our customers.

Returns & Exchanges

Diamonds Direct offers a 30 Day Money Back Guarantee- no questions asked. Items can only be returned if they have not been worn and are returned in the original packaging with all corresponding paperwork.

Layaway & Financing

Diamonds Direct offers layaway on some items. We also offer financing through GE Capital Financial Services.

Testimonials & Reviews

Reputation matters at Diamonds Direct!


Click to See All Our Reviews

We take Pride in our Great Reputation.
See what others are saying!



Contact Us

  • Phone: (612) 929-0054
  • Fax: (612) 929-1472
  • Website:
  • Address: 5037 France Avenue South Minneapolis, MN 55410

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