Looking for The Perfect Valentines Day Gift?
Now Through Valentine’s Day Save 20% Off On All Online Orders.
The Sunshine Cut: Brightest Diamond of its Kind
It took us years to create the perfect diamond and now it’s here. Learn about our Sunshine Cut, named after St. Pete, FL..
WIN a $500 Shopping Spree!
Visit us in our showroom to create our signature “Wish List” of your Top 5 favorite items. Each season, we pick a winner!.
In Need of Gift Ideas?
From soulmate to coworker, you’ll find the right gift at Diamonds Direct.
Want Something Original and Made Just by us?
Our DD Collection is just the right fit. Our own jewelry line made by us for you.
Sunshine Cut Diamonds
With 40 extra facets, our propriety cut shines brighter than any round brilliant cut diamond. If you want to outshine the rest, get a Sunshine Cut.
Her perfect setting. Your perfect price. Our perfect quality. Let us help you find the ring that speaks when words aren’t enough.
Wedding and Anniversary Gifts
Whether it’s something old, something new, something borrowed, or something blue… We’ve got you covered.
Gary and David Diamond .925 Collection
Hand-picked by Gary Sanchez and David Santos to bring you the best fashion jewelry with the .925 diamond collection.
St. Petersburg Collection
Inspired by sunny St. Pete, this collection includes the St. Pete Hook Bracelet and coveted Sundial Collection.
Our own brand of bridal jewelry, fashion jewelry, and timepieces can be found for men and women in our DD Bridal, DD Fashion, and DD Swiss collections.
A collector of the finest and rarest timepieces? A fashion-forward shopper looking for the next trend? No matter the time zone, style, or price we’ve got you covered.
All the trends travel from the runway to our showcase. Which trends with travel to your jewelry box?
With goodies starting at $25, we have the perfect “just because” jewelry for spoiling yourself or someone special. Click here to shop everything we have under $250.
Personalized Florida Jewelry Store – Diamonds, Wedding and Engagement Rings
Diamonds Direct, your premier Florida Jewelry store, would like to welcome you to St. Petersburg, a wonderful city with a rich history. It has everything that’s celebrated in Florida: great beaches, outdoor activities, fabulous restaurants, great sports venues, shopping, and cultural centers. In addition to that, St. Pete is only a short drive from Tampa, offering further opportunities to enjoy the Florida lifestyle. Our local culture and history are reflected in many of the unique jewelry designs showcased in our Florida Jewelry Store. Diamonds Direct has been a household name for over 30 years and we’re proud of our new downtown location in the beautifully renovated lifestyle center, Sundial.
When visiting downtown St. Pete, you can’t miss Sundial. Not only is it the area’s premier shopping destination, but with a 27-foot sundial displayed in the courtyard, it’s hard to miss. At Diamonds Direct, our curved glass display cases mimic the waves of the ocean while elegantly showing off our wide assortment of jewelry, flowing from one collection to the next. Private viewing rooms will allow you to make your important selections in privacy and comfort. Diamonds Direct is family-owned and operated. Our team includes CEO and owner Gary Sanchez, COO and Junior Partner David Santos, other family members, and carefully chosen personnel.
Diamond Engagement Rings
Diamond engagement rings are a time-honored way of expressing love, but what makes a diamond engagement ring in Florida different than anywhere else? The answer: The Sunshine Cut, available exclusively at Diamonds Direct. It’s a diamond designed by Gary himself with Florida in mind. The name represents more than just The Sunshine State, though. Our proprietary diamond gets its extraordinary sunshine-like sparkle from 97 facets, while traditional round diamonds have only 57! If you like to outshine the rest, buy her a Sunshine Cut. Any bride would be extremely proud to possess such a beautiful symbol of enduring love.
How to Purchase a Diamond Engagement Ring
- Have a price range in mind and stick with it. Knowing your price range will assist us in finding the perfect ring for your budget.
- What is the bride’s taste in jewelry? Does she prefer simple or ornate? Are most of her pieces delicate or chunky? Keep this in mind when selecting a ring. When in doubt, stick with a classic stone and setting.
- Find out her ring size. If one of her rings can’t be “borrowed,” slide a ring onto your finger and mark where it fits. If she doesn’t wear rings, describe her to us (height, weight, etc.) and we may be able to make an educated guess.
- Look at different types of rings. There are solitaires with the focus on the center stone and many other styles incorporating multiple stones.
- Does she have a very active lifestyle? If so, a ring with a lower profile might be best.
- Ask us to explain the quality differences between diamonds so you can choose the right stone for the diamond qualities you value most.
Designer Jewelry for Men and Women
At Diamond Direct, we carry pieces by top jewelry designers, including Oscar de la Renta, Simon G, and Charles Krypell, among many others. Our store is the perfect place to find the most beautiful and unique wedding rings in Florida. We carry diamonds of all sizes and cuts – other gems are also well represented.
Custom jewelry is always an excellent choice because we make it easy visualize how the finished piece will look.
At Diamonds Direct, we have a 3D printer that can print your jewelry designs from our CAD program. This allows you to see exactly how the piece looks and fits.
Whatever you’re looking for in fine jewelry, pay a visit to your trustworthy local diamond jeweler in Florida. Visit St. Petersburg to explore the wide range of choices in our showroom, get to know our experienced and knowledgeable personnel, and see the unbeatable quality and prices found only at Diamonds Direct. We welcome your visit.
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