Diamonds Direct opens in Boca

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Obvious engagement couples were looking at rings in the sparkly showroom at Diamonds Direct that just opened in Boca.

For GPS users the address is 21078 St. Andrews Blvd., but locals will know the location in Maggiano’s back parking lot.

Customers will find a foyer for security and an expansive store with a wide inventory of mostly diamond jewelry for women and men at every price point.

This is the company’s 20th location since 1995 with headquarters in Charlotte, N.C.

What sets them apart is not only eliminating the middleman, but their personal approach, said marketing and merchandising manager Jessie Gardner. “We educate buyers on how to get the most for their budget.” Brochures explain diamond cut, carat, clarity and color. The Engagement Guide shows 20 brands they offer, including their own. “Verragio is hand-crafted in New York with an estate look and feel. Jack Kelege is a California designer, and another standout is A. Jaffe,” Gardner said on a showcase tour. “Bridal is our bread and butter.”

There’s also an array of colored stones from emeralds to opals, and necklaces, tennis and bangle bracelets, studs, hoops and other earrings and men’s lines.

“If someone comes in with a vision or had a ring for a long time, we can create a computer-aided design,” Gardner said. “We can bring diamonds in from another location. We can make an appointment earlier than our opening hours.” The hours are 10 a.m. to 7 p.m. Monday through Friday, 10 a.m. to 6 p.m. Saturday, closed Sunday.

Their in-house gemologist taught at the school in New York. Their bench jewelry provides all the services from cleaning to sizing. They work with Wells Fargo for financing options.

The company originated as diamond importers in Tel-Aviv, Israel, and maintains that connection, said Ayelet Gilady, who oversees their operations as vice president. “So we understand the industry. And we promise we can match any price,” she said.

Why would they open now? Why not, Gilady said. “We believe in the market. We believe love is essential. People will still have birthdays and anniversaries and we want to be part of that.”

By Marci Shatzman

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