Whether you're shopping for a gift or something for yourself, you'll love the selection at Diamonds Direct. Our family-owned jewelry store in the 50th & France neighborhood stocks an amazing variety of fine fashion bracelets in a wide array of styles.

From up-to-the-minute trendsetters to classically elegant looks, you'll find just the right piece in yellow or white gold, palladium, silver or platinum. For an even more personal touch, our jewelry designers will be happy to create a custom piece or tailor an existing one to your specifications.

Diamonds Direct Bracelets

We offer an impressive selection of beautiful jewelry in your favorite precious metals. Whether you opt for a streamlined, simple design or choose a more elaborate piece adorned with diamonds or gemstones, we're sure you'll find no shortage of awe-inspiring bracelets and rings.

Just in case you don't find exactly what you're looking for, our design staff is here to craft your dream piece. Designers John, Kristina and Naomi are experts at bringing your jewelry fantasies to life.

Visit Diamonds Direct Today

From custom jewelry to our dazzling inventory of fine rings and bracelets, Diamonds Direct is your home for both timeless elegance and fashion-forward innovation. We've proudly served both local customers and visitors from around the world since 1981. Our friendly one-on-one service, quality jewelry, accurate appraisals, amazing selection and creative designers have helped make us the area's go-to jewelry store.

We want to be the jeweler you and your family trust to supply you with the perfect jewelry for every occasion. When it comes to offering the earrings, necklace, accessory, ring or bracelet Minneapolis jewelry fans are looking for, you can always count on Diamonds Direct.

Well, the holidays are over. We are pulling down our cheesy store decorations. Putting away the Dean Martin Christmas collection. The twinkle lights are still up along France Avenue, but the holiday window displays are all slowly disappearing. Another year ends and another year begins.

The end of a year is a time to reflect. At Diamonds Direct, we are no different. The end of a year symbolizes a lot for any business- especially a business that sells luxury goods. We are happy, grateful and humbled to say that our sales in 2011 were up substantially from 2010. Since the economy has been so wishy-washy the past few years, this sparks our enthusiasm and makes us feel like we have ‘weathered the storm’. This feeling would not be possible without an amazing customer base and awesomely loyal customers. We have been doing business since 1981 and have seen lots of interesting times, but none as challenging as the recent years. We have watched several small jewelry businesses around us close their doors, but we are still here! Doing business the way we always have. No paid advertising. Referrals, insurance claims and repeat business only. Not spending money on advertising all over the place, creates a smaller overhead which turns into saving for our customers. We continue to be ‘snobby’ about quality, but not about price. This way of doing business has always set us apart and now we feel it is what has saved us.

Perhaps I am being too optimist that things are looking up, but I don’t really see a reason not to be optimistic. There are plenty of people out there being plenty pessimistic for all of us.

2011 was the holiday season filled with engagements. Not only engagements, but over the top proposal stories! I will be starting to compile some stories and photos for all of your “ooohhhing” and “ahhhhing” needs.

Happy New Year from all us at Diamonds Direct. We truly appreciate your support and loyalty!

Keep Sparkling!

Kristina

As you begin thinking about getting engaged, it is a good idea to contemplate some different routes you can take to reach that point. First question...should you completely surprise her or should you involve her in the process?

1. Total Surprise.

She has no idea what is coming. This is the traditional method. You select the design, metal, diamonds/gemstones and ring size based upon your detective work, her personal style from your perspective and ideas of what you think she would want.

Complete Bridal Set. You purchase both the engagement ring and the wedding band. She doesn't have to lift a finger (except for her ring finger, that is), and she has absolutely no choice about her rings. If it is a ring that is custom designed and already has a band paired with it, this can be more cost effective over the long term.

Engagement Ring Only. You purchase just the engagement ring and let her be involved in the selection of the wedding band(s). Again, this is the traditional method. Usually purchasing the engagement ring alone can be an intimidating task. I tend to suggest that you let her be involved in picking the wedding band. You never know if she might have something different in mind than the traditional band.

Pro: You can create a magical moment, sweeping your loved one off their feet, causing a strong emotional response. There will be a great sentimental value in the fact that you did all of the work yourself, and your special lady is sure to love anything you select. Great choice for a sentimental gal.

Con: She will have no input as to design, metal, stones or size. The ring may need to be sized. Will you worry about if she likes it? Will she pine over another design to grace her finger?

2. Options That Use Her Input

There are a number of ways to still create that magical moment of the engagement ring proposal with a little less stress and guess work.

Present her with a solitaire with the intention of resetting it. You can focus your surprise on the stone, by choosing a special diamond, sapphire, ruby, or spinel, and then have this stone set in an ultra simple prong setting. After the proposal, you can let her know that you want her to be involved in the selection and custom design of her special ring. Being allowed to participate in the design of her own ring, collaborating with you and the jeweler, will be a rich and rewarding experience for her. This is a great choice for a contemporary woman. It also allows you to spread out the cost a little bit (stone first, some shopping time for her, before you need to put down a deposit on the mounting).

Ring shop in advance. This is a very common practice. You’ve been together for awhile and both feel you are on the track to being engaged. Take her into a store where you feel comfortable (Diamonds Direct, obviously) and spend some time letting her try on rings and talk about what she likes. Have your sales associate write the information down for you, including a ring size. Then, when you are ready 5 days later or 6 months later, then information will be there for you to surprise her with a final product.

Pro: She will love being involved in the creation of a fine piece of jewelry. This is something that she will wear and look at every day, and it will be an expression of her style as well as your commitment to her.

Con: Some of the surprise element is missing, and she may get antsy in anticipation of when you are going to present it to her.

In a nutshell, you really have to do what is comfortable for you. If you are more traditional and want to choose the engagement ring completely, then chances are your lady knows that about you and will appreciate it. If she has been very verbal about choosing an engagement rings and is dropping hints about styles, then you might be safer getting her involved. The most important part is that you both have realistic expectations and respect that this is a symbol of something much bigger than just a ring.

On a side note, I received the sweetest thank-you gift from a client today. Kathy and her husband, Joe, have been married for 30 years. To celebrate their anniversary, he bought her a beautiful new diamond engagement ring. When Kathy came in to pick up her ring, she presented me with a nice card and the cutest Christmas tree ornament. She was in the store choosing out her ring when we found out the offer we placed on our new house had been accepted so she wanted to get me something for the new house. I already modified it a little by adding the infamous “McMahler”. I couldn’t help myself!

Maybe we can call this my Wednesday rant. I have something to vent about. Before I start and have you fellas explaining to me all the reasons I am wrong or going on about saving money or time constraints, let me just say that I am woman and I can’t explain why I feel a certain way, but that’s the way it is so deal with it. Ladies, are you with me?

There is a big trend in jewelry that I am not down with. Shopping for your diamond online. Yes, I am a jeweler so I am biased on this topic, but I think shopping for your engagement ring (or any piece of jewelry) is part of the romance. Whether you shop alone or bring your significant other along, there is something to be said for going somewhere and having a conversation with a jeweler. I love my clients. When I sell an engagement ring, I literally cannot wait to hear about the proposal, to see the ring on its new owner and get their input on how it turned out. And I really believe that most ladies love having that experience as well. Who doesn’t want to have a family jeweler?

When I have a new client call who is also shopping for diamonds online, I don’t really get worried. Nine times out of ten, I have no problem presenting a diamond that is competitive and usually more affordable. Just because it is online, does not mean that it is more affordable. If the online distributor can get it for a good price, so can I!

Many people feel that just because a diamond is graded a certain way that it will look like all other diamonds with that grade. Not true! Many of these large diamond houses can have diamonds graded as something better than they actually are. We see it all the time. By definition, an SI-1 clarity diamond should have no imperfections visible to the naked eye. Even though this is a fact, we keep seeing diamonds that have been sold in large retail store and online which have huge, blatant imperfection that is clearly visible to the eye. You cannot go on grade alone! It makes much more sense to go see a jeweler, like myself, who can bring in a few diamonds in your price range and lay them out in front of you. Compare the qualities. Figure out what is the most important to you when it comes to the quality of your diamond.

With the amount of technology in our world, the personal experience of great customer service is lost on us. If we want something, we point, click and it is ours. This is fine when you are buying a CD or some stationary or some office supplies, but not something like an engagement ring. Would you feel comfortable buying a car without seeing it, taking it for a test drive and checking under the hood? No. Diamonds and gemstones have just as many complexities, if not more, as a car. Make sure you are getting what you are paying for!

When I think about shopping for an engagement ring online, I get this mental image of a guy at his computer, eating a sandwich, clicking on the little arrows to narrow down his diamond search. What is romantic about this? Shopping for the single most romantic symbol of your life while sitting at your desk on your lunch break? Make an effort. Drive to the jewelry store. Get to know the person you are buying this ring from. I guarantee that when you have a problem with that ring, that online store will not be as motivated to make you happy as I would be.

There is also something to be said for having a place where you can go. Show us exactly what you want, tell us what your significant other is like, tell us what you are comfortable spending, give us your timeline. We want to help you. We are motivated to help you make this proposal a success. We want you to come back for anniversaries, birthdays, children, etc. We have a desire to develop a long term relationship with. The person who is available to have an online chat with you is not as motivated to support you as we are. It doesn’t hurt that we are all hopeless romantics at Diamonds Direct too. We love a good “how did you pop the question” story.

My last plug…support Main Street America. Small businesses are the life blood of our country. We’ve all seen what happens when large companies get too large. Show the little guys some love. I can guarantee we value our relationship with you much more than these huge chain stores.

Keep Sparkling!

Kristina

Diamonds Direct is a huge advocate for giving. We believe very strongly that you cannot be successful in life or business without giving generously of your time, money and donations. We are all big supporters of being passionate in life so anytime we can catch that enthusiasm for a charity, it is fun for us to get involved.

What is it about giving that makes you feel good? For me, it is that feel good, “aha” moment. That moment when you are up to your elbows in bread dough cooking for a homeless shelter or handing out bottles of water to irritated Habitat for Humanity workers or on mile 62 out of 65 in the 3-Day Walk for the Cure or sorting tiny little diamonds to make a beautiful pendant for a silent auction. It’s that moment when you smile to yourself because this little thing that you are doing right this moment is going to make a difference in someone’s life. Probably someone you don’t know. Someone who will never have the opportunity to thank you. And then I think about a time, whether in the past or in the future, when I will be that person who needs help. It is a totally awesome cycle of generosity that I can’t imagine life without.

The original owner of Diamonds Direct, John, is a Vietnam veteran. Two years ago, his unit received the Presidential Citation at the White House for courage under pressure during his tour in Vietnam. We are very proud of him. John has become an advocate not only for Vietnam veterans, but for families living in Vietnam. Over the past few years, he has become increasingly involved in a non-profit called Bridges to Learning (BTL). BTL raises money to send children to school in Vietnam who would otherwise not have the opportunity to learn. John started out attending the yearly gala and is now one of its biggest advocates and supporters. This year’s BTL gala raised enough money for 400 Vietnamese children to go to school for another year. BTL also raised money to build their own high tech, clean, school for students to attend.  http://bridges2learning.org/

I am also heavily involved in volunteering. Last year, I did the 3 Day Walk for the Cure. It was absolutely a life changing event. I managed to raise $4000 for breast cancer research in the months leading up to the walk…but that was the easy part! Whoever thought of walking for three days to raise money for breast cancer was brilliant. Walking for three days straight is HARD. My feet have yet to fully recover for that walk. I never thought just walking could be that difficult. But walking for three days is nothing compared to the strength, mental awareness, stamina and spirit that is needed to battle breast cancer. The women I met on that walk and the stories I heard have shaped my life forever. I continue to raise money for the walk each year, but don’t know if I will subject my feet to that again for another couple years. J http://www.the3day.org

Anyone who knows me, knows that art is my big obsession. I sit on the Steering Committee for the Uptown Art Fair. Art is awesome. Art makes life more beautiful. Art gives kids an excuse to make a mess. Art is great release of creative energy. I put a lot of time and effort into my position on the committee and I still always feel like I should do more.

The Salvation Army is also a personal favorite. I have to tell you, there is nothing quite like the warm fuzzy feeling you get when you are outside in the cold, ringing your bell and a little kid comes up and puts all their change in the bucket. Or when a parent is walking up with their kids and they stop about 20 feet away to give each of the kids a dollar. Or when someone gives you a knowing smile on the way into the grocery store and comes back out with a twenty dollar bill. Or, my personal favorite, when someone comes out with cash AND a hot chocolate for me. I like to switch up the location where I ring because every place has different types of givers. The thing they all have in common is that simple sense of giving because it is right. I also get to meet some pretty amazing people that I would otherwise never talk to! Do you want to ring too? http://www.ringbells.org/

Okay, so if you have made it this far into my blog, you are probably asking yourself why I am babbling on and on about charities and volunteering. I promise, I have a point. This year, we are going to try something new out. We want new clients, this is a given. We want to figure out a fun way to get new clients. So over the next 6 months, I am going to be trying new ways to get people excited about Diamonds Direct, but also pay it forward by donating money and items to charities as a direct result of that excitement. So please, keep an eye out for these unique ways to support local charities and a local business at the same time.

Now, check out these new pictures taken with our fancy new photography system. I could not be more excited about having an awesome space to photograph the amazing work we are doing here. I am still learning the tricks of trade when it comes to taking high quality photos, but hopefully you can bear with me. Don’t forget the holidays are coming up! We have tons of new inventory at every price point.

Beautiful sapphire pendant...yes, those are all sapphires!

14 karat white gold amethyst and diamond ring

14 karat white gold hand made diamond necklace

Keep Sparkling!

Kristina