Diamonds Direct is the oldest jewelry establishment in the 50th & France neighborhood.

Diamonds Direct is a jewelry store established in 1981 on the principle of bringing quality diamonds to our clients and pricing them so well that they would eagerly refer their friends & family. We accomplish this by not investing in advertising or promotions which keeps our overhead low… this savings we pass on to our clients. We now offer every type of diamond & gemstone jewelry. We pride ourselves in being able to provide any design our customers want. If we can't get it, we can create it.

As a family owned and operated business, we treat our clients as part of our family. We take pride in getting to know each person that visits our engagement ring shop. We enjoy making their jewelry buying experience as personal and positive as possible. We know that happy clients bring in new potential business. Since we are referral based, these relationships are the heart of our business. As you begin your search for a jeweler, whether it be an engagement ring for your lady, a money clip for your husband or a custom diamond jewelry piece you have dreamed up, please give Diamonds Direct the opportunity to show you what we can do.

John

John has been in the diamond business since 1970. Years of experience spent in the wholesale & jewelry manufacturing is what his expertise is based on. Working to help customers achieve their diamond dreams is what he likes to do. Customers understand why some of his clients call him "The Doctor of Dazzle". He is a decorated Viet Nam Veteran & considers himself lucky to be alive.

Kristina

Kristina loves working with customers on all kinds of projects- especially custom pieces. She enjoys walking through the entire process with her clients and the excitement of the final product. Her customers appreciate her enthusiasm and dedication to projects. She came back to the Minneapolis area in 2009 after spending 9 years in Des Moines and is ecstatic to be "home". She is an Iowa State University graduate and considers herself obsessed with art, music and adventures.

Naomi

Naomi has been in the Jewelry business since 2002. She has completed her Colored Stone and her Diamond certification through the Gemological Institute of America. Her favorite thing about being in the industry is guiding her customers through some of life’s most meaningful investments. In her spare time she enjoys eating cupcakes, cooking, traveling, spending time with friends and family, dancing, teaching and practicing yoga.