You’ve made the decision to get down on one knee and ask your love to spend a lifetime with you; that was easy! Congratulations! But now the hard part: finding the perfect ring at a price you can afford. But should it really be that hard?
Walking into Diamonds Direct, you enter a classy showroom filled with glimmering jewelry of all kinds. Amid the sparkle and shine are equally bright diamond experts who are there to help you make the right decision, no matter what your budget is.
“We are changing the way people buy diamonds. Everyone should have the opportunity to get engaged, and we have something for everyone,” explained General Manager Ayelet Gilady.
Diamonds Direct started out as a wholesale diamond cutter, and, in 1995, cut out the middleman so it could offer the very best prices for its customers.
One of the most important things the experts do at Diamonds Direct is educate shoppers.
“Many people say, ‘of course it’s beautiful; it’s a diamond,’ but they’ve never had the opportunity to see what is better or worse,” Gilady smiled. “Here, they will see at least a minimum of six options side by side to really compare and help them determine what is most important to them when it comes to balancing cut, carat, color and clarity.”
Diamonds Direct carries only diamonds graded Excellent or Very Good and without imperfections to the naked eye, but Gilady said there is much more to a diamond than a high grade.
“The wow factor before everything else is the cut. It’s the only thing we have control over – the rest is up to mother nature,” said Gilady. A common mistake people make is assuming that “cut” means the shape, like a round, princess or oval piece. In terms of diamonds, the cut refers to the proportions and finish of the diamond – taking into account its brightness, fire, scintillation, weight ratio, polish and symmetry. A diamond cut too shallow or too deep loses its maximum brilliance and sparkle and can mask other characteristics.
Following the first step of purchasing a diamond, Diamonds Direct takes pride in the value of your investment, which extends beyond the stone itself.
“Our customers really do become family,” Gilady beamed. “We respect your budget, we give you control to choose options, we show you our huge inventory and we give you the opportunity to buy wholesale. But we do even more. Many people don’t understand how much maintenance diamond rings need, nor do they know how expensive it can become over time. Maintenance is important, and so are our customers. Therefore, we take care of your ring for life.”
The diamond wholesaler promises ring maintenance free for life, from cleaning, polishing, rhodium plating and resizing to even replacing lost melee diamonds at no cost. Their upgrade policy gives a customer 110-percent credit toward any upgrade, which can be redeemed annually and builds from the most recent purchase.
“Our diamond experts are not only working here to build their career. They are here because they are truly passionate about being a part of the most important moments in our customers’ lives. We joke that working here isn’t really work because we get to play with diamonds all day while building lasting relationships,” she laughed.
To learn more, visit www.diamondsdirect.com or call 843-606-2558.
By Anne Toole