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Diamonds

All of our diamonds are hand-selected by Gary and David. From Belgium to Israel, they travel around the world and back to get you the perfect stone.

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Engagement

Her perfect setting. Your perfect price. Our perfect quality. Let us help you find the ring that speaks when words aren’t enough.

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Wedding and Anniversary Gifts

Whether it’s something old, something new, something borrowed, or something blue… We’ve got you covered.

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St. Petersburg Collection

Inspired by sunny St. Pete, this collection includes the St. Pete Hook Bracelet and coveted Sundial Collection.

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DD 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.

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Timepieces

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.

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Trending Now

All the trends travel from the runway to our showcase. Which trends with travel to your jewelry box?

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Under $250

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.

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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.

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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.