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Family owned.
Neighborhood served.

We actually are a different kind of jeweler.

Diamonds Direct is a family-owned and operated Jeweler since 1981. 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.

Diamonds Direct
Other guys
Quality materials
Designer label
Wholesale markup

One simple rule:

Treat others as you would like to be treated.

The mantra we live by


No one else will have it.

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.

Let’s Create

World renowned training

Best trained hands a jeweler can have.

John Sorich IV is the hand engraver and diamond setter at Diamonds Direct MN.  John apprenticed for hand engraving and jewelry design in Vicenza, Italy where he lived for six years. John also studied optical diamond setting in Antwerp, Belgium with an emphasis on pavé setting. The majority of John’s work is done by microscope to allow high precision engraving and diamond setting in every aspect.  John is also a Graduate Gemologist, earning his degree from the Gemological Institute of America, in Carlsbad, California.  John is also an Iraq war veteran.

Our differrence

Why we’re unique

We're your
We are a single store, family owned business who have served the 50th and France neighborhood since 1981.
High Quality
We have decades of knowledge and a high standard of craftsmanship…We want you to be able to enjoy your jewelry for a lifetime.
Diamond Prices
We have built up and maintained relationships with our suppliers so as to buy directly from them at the best possible prices.
We offer one free appraisal per household (one time only), after that, we provide appraisals at the unbeatable price of $35 an item.
Insurance &
We have longstanding relationships with major US insurance companies, with decades of jewelry replacement experience.
Service to
Our family business is veteran owned, with four generations serving in the US Army.

Our story

Experience and service matter.

Diamonds Direct 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 that we started with. Our specialties include custom design, discount diamond prices, high standards in quality and insurance replacement services.


Ready-made rings

Diamonds Direct carries only a few designers that are able to meet our high standards for creativity, quality and value. If you would like to view a ring from one of these designers, give us a call so we can make sure that ring is here when you come in.

Designer engagement rings, award winning diamond and colored gemstone fine jewelry.
Leading designer of bridal and fashion jewelry since 1990.
Benchmark produces the highest quality wedding rings worldwide.
Manufacturers of Signet Rings and Gem Stone jewelry for fine retailers.
One family to trust
Lifetime of service