About Us

Family owned & locally operated for 30 years! Stop by Diamonds Direct for all your favorite bridal and fashion jewelry brands. 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.