Love is love 

Express yourself with diamonds direct

Jewelry is a popular way to express yourself; for many people, it is a part of their identity. As a local family-owned jewelry store, we understand the importance of this. 

Diamonds Direct in St. Petersburg serves all people, regardless of their sexual orientation or gender identity. Buying jewelry is all about trust - being a part of the LGBTQ community, you can trust that we will take care of you when you're visiting our store. 

We are accepting of all people within our store and strive to treat everyone equally.

Our goal since our founding in 1984 has been to provide the best services possible to all of our customers. We want to grow with you as you live your best life, upgrading engagement rings, repairing jewelry, and replacing loose stones on your jewelry as your life and needs change. 

Show your pride in who you are by shopping for the perfect jewelry for you and your loved one from Diamonds Direct in St. Petersburg, Florida. Don't know where to start when shopping for jewelry? Check out this shopping guide from our friends at Out Coast.

Additionally, our One-Six-15 Collection is our in-store LGBTQ collection, made to commemorate January 6, 2015, the day same-sex marriage became legal in the state of Florida. The first of the designs resembles native Florida Palm Bark with "1-­6-­15," the date marriage became legal for same-sex couples in the state of Florida, inscribed on the side. The second band contains a looping patterned triangles, a symbol that has represented the LGBTQ community since WWII. On the lighter side, the third features a looping ball and chain wrapped around the ring to symbolize love's eternal motion. Click here to read about the debut of our One-Six-15 Collection.