Diamond Jewelry Store In Florida Offers The Highest Quality and Value.

Celebrate Your Love With The Best Diamond Jewelry Store in Florida – Diamonds Direct

For over 30 years, we at our family-owned and family-operated diamond jewelry store in Florida have been honored to participate in a celebration of love every time an engagement ring is carefully selected. When he leaves our Florida Diamond Jewelry Store with dreams in his pocket, we wish him well and sincerely hope that she says, “Yes.” We’re proud to know that whichever diamond is chosen will sparkle almost as brightly as her eyes.

Gary Sanchez, CEO and owner, and David Santos, COO and junior partner, as well as our family members and team, have studied diamonds for many years and would like to take the mystery out of buying diamonds. A diamond is an important purchase, and we want everyone who chooses one of our diamonds to feel confident that it’s the right decision.

Every year, Gary and David go to Antwerp, Belgium, the diamond capital of the world, to hand-select the finest diamonds. They may only approve one diamond from every 100 that they examine. By selecting our own diamonds, we know that each diamond has the quality our customers expect.diamond jewelry store in florida

The 4C’s of Diamonds – Cut, Color, Clarity, and Carat Weight

Cut: A master diamond cutter brings a raw diamond to life. Before it’s cut, the stone is a carbon crystal with potential. After being cut, light enters the diamond through the flat top, or table, and reflects out from the facets. The worlds’s most popular cut is the Ideal cut. Although this cut is 100 years old, it’s still a great cut, reflecting light from 57 facets.

We’ve gone one better and created our custom Sunshine Cut, with 97 facets – 40 more facets than the Ideal cut. As you would imagine, more facets mean more sparkle. Be sure to take a look at our Sunshine Cut collection.

Color: In order to judge the color of the stone, you have to look at diamonds side by side. Colors range from white colorless, the rarest and most expensive, to light yellow, the least expensive. All colors are beautiful, so choose your favorite.

Clarity: Many diamonds have tiny natural inclusions, but a few are flawless, the rarest and most expensive grade on the GIA grading scale. If an inclusion is in the middle or top, it can affect the brilliance of the diamond. We magnify diamonds 10X in order to see these tiny inclusions.

Carat Weight: A carat is 100 points, so a 50 point diamond is 1/2 carat. Most people want to get the largest gem that they can, but cut, color, and clarity are just as important. Larger stones are rarer, so a full carat diamond will cost more than twice as much as a 1/2 carat diamond of the same quality.

Not all diamonds in Florida are destined to star in engagement rings. We’re proud to offer an extensive assortment of diamond earrings, necklaces, rings and fine watches. If you have an idea for a custom piece, we’d be pleased to work with you. Our designer gallery features Simon G. and Charles Krypell, among others. Be sure to see our St. Petersburg Collection, our thank you to our hometown, available only from your diamond jeweler in FL.

Our family would love to be your personalized diamond jewelry store in Florida. We’d be honored to show you our beautiful store, located at the new Sundial Plaza. Let us share our love of jewelry with you.