For decades, the diamond has been a symbol of love and commitment. The gift of diamond jewelry acts as a beautiful metaphor, setting your love in stone. It is timeless, steadfast and sparkles with the eternal flame of your love for one another. Love, passion, and commitment are also the reasons our founders dedicated more than 30 years of diamond manufacturing expertise into developing the Diamonds Direct experience. As diamond manufacturers and wholesalers, our founders were passionate about the quality of the stones they were cutting and selling to jewelry stores. In December of 1995, they saw an opportunity to completely change the landscape of fine jewelry retail by eliminating the middleman and selling diamonds directly to the end consumer. This novel business model allowed our founders to sell the same precious diamonds to the end customer at prices that were far below traditional jewelry store pricing. And thus, Diamonds Direct was born.To our founders, it was supremely important that the customer celebrate their love with the best resources possible. Their philosophy of guidance, education, selection, and value was built to enhance the shopping experience for customers. Our founders knew the customers would come to Diamonds Direct because of the pricing and selection, but ultimately buy because of our passion, commitment, and personal relationship built with each customer.