Buying an engagement ring, which represents the love you share with someone (not to mention that you will wear it for the rest of your life), is personal. You don't want to get it wrong, and having the right team to help you is essential. My fiancé and I went to diamonds direct because of their huge selection and ended up finding not just the perfect ring, but a FANTASTIC sales person (Larisa) to guide us through the process. Larisa was patient, informative, kind, engaging. She never pressured us to make a decision and when we came beck (three times) to look at the final selections, she remembered everything about us and knew exactly which rings to pull- without hesitation. The ring was originally set in white gold and we wanted platinum. DD contacted the designer and had a platinum setting made and shipped. Once they set the diamond in the new setting, they made absolutely sure it was exactly the way the initial setting looked. My happiness and satisfaction were their priority. Larisa was involved in the process, which truly demonstrates her professionalism and desire to have a satisfied customer. (She makes us feel more like friends than customers). Diamonds Direct hands down offers the best selection and warrantee around (we did look at other jewelers- Finks and Schwarzschild's, which had a fraction of the selection). The customer service is top notch. Larisa is amazing. THANK YOU Larisa and Diamonds Direct! read more

We had two pieces of jewelry worked on/repaired, one ring that we purchased at Diamonds Direct Richmond for resize, and a ring that we owned and brought in for repair. Both items were repaired/resized perfectly. Thank you. The real star of the show was their representative Kimary Bourett. She was courteous and professional and answered all of our questions and got our items back to us in a timely manner and completed perfectly. She personally called us when the work on our rings was completed and they were ready for pick up and assisted us through the entire process with care. Thank you, Kimary. read more

We came in today to pick up my ring after they cleaned it and replaced a diamond that had fallen out a few years ago. My husband noticed in the car that the diamonds looked blueish. It must've been from marker they used or maybe the cleaner. I figure maybe when I washed my hands the blue would come off. While out to dinner I washed my hands and sure enough the blue cane off the diamonds....but so did the diamond they had just replaced. Went down the drain. If I was not meant to wear the ring just 2 days after it had been cleaned and had a diamond replaced they should have warned me. read more

Diamonds Direct - Diamond fell out after washing my Hands - Jewelry Near Me - Glen Allen, Virginia

Have always had a great experience whenever I come here. My husband had bought my engagement ring back in 2015 and we went together to get our wedding bands here. Def come here at least once a year to get my rings cleaned and I swear it looks completely brand new every time I get them back. When I got pregnant, I was not able to wear my rings during the last 3 months of my pregnancy and after I had given birth. I had originally gotten a size 5 ring and finally came to terms that I needed to resize after birth. I wanted to wear my rings again. I finally had a day to run some errands and dropped it off on a Monday morning. Kimberly assisted me on the whole resizing process and found the size that would best work for me (I decided to increase the size to 5 3/4 - which I didn't think that was an option). Kimberly was just fantastic and told me that it would be done within a week. I got the phone call Friday after work hours (5 pm) that the ring was already ready for pickup! Came by Saturday morning and picked it up within minutes. The ring is just gorgeous and let me speechless like when my husband first proposed to me with. The service and staff are fantastic - professional and friendly/helpful (they KNOW what they're talking about!). I will def be coming back here for ring service and future ring purchase - I'd like to learn more about their ring upgrades too. read more

Went there excited to purchase some nice jewelry for a gift. I had a smallish budget of $500. The saleswoman assigned to us made it very clear that we weren't worth her time to bother with. I'm glad I had this experience before we started anniversary ring (with a significantly larger budget) shopping because it was made very clear that if you aren't dropping thousands you shouldn't soil their precious store with your presence. Will absolutely never visit this store again and would not recommend it to others. I will gladly pay more for a more respectful and appreciative experience with a different company. read more

Many ... many thanks to Jimmy Woodson, at Diamonds Direct for helping my wife and I with a new wedding set. He was extremely skilled at being attentive to my wife's tastes for design, and when it came to the diamond - he worked for weeks to go through inventory to find the best over value for the beautiful diamond. Jimmy was a great communicator and keep me informed through each step. He also able to perfectly time a Tacori event for a bracelet for my wife as well. read more

Diamonds Direct - Gorgeous ring for a beautiful bride! - Jewelry Near Me - Glen Allen, Virginia

I can't say enough good things about Diamonds Direct! My fiance had a great experience shopping for my ring there, and they were also great with working to get the price down since he was able to pay for the ring in full when he purchased it. He got a ring that was 2.5 sizes larger than my size, and DD ordered me another ring at no charge, and let me keep the old ring (with a ring guard on it) so I could wear it while we waited for the new ring in my correct size came in. I love love love my ring (both the setting and diamond!) and I get compliments on it all the time. We went back to DD for wedding bands and had a great experience again. Definitely recommend them! read more

Diamonds Direct - love my engagement ring from DD! - Jewelry Near Me - Glen Allen, Virginia

I was afraid to buy my fiancé a ring. She is a considerate person that often puts others before herself. In shopping for a ring, I was afraid she would try to be "easy to please" or "budget minded". But, I wanted her to have anything, everything, that she wanted. After dozens of jewelers in three cities, she found her dream ring at Diamonds Direct Short Pump: a special order from the designer to be made in rose gold. The selection was unlike any other jeweler that we had visited together: many designers, styles, cuts, alloys and on average their stones were all at a higher quality of diamond for the price then other jewelers that we visited. But (like a good movie), the plot had to take a temporary turn for the worst. Something went very wrong and that is when Diamonds Direct really shined. The designer did not ship the ring as promised, which meant that my fiancé would be without her ring while celebrating her engagement. The staff at Diamonds Direct went into overdrive. They coordinated, tracked and received the shipment, then couriered it to my fiancé three time zones away! In addition, they took other significant steps to help alleviate the stress. I was genuinely impressed with their poise, professionalism and understanding while working through this exception. Anyone can provide good customer service when things go smoothly. But when the going got tough, Diamonds Direct provided LEGENDARY customer service. At the end of the day, my bride received a beautiful, custom ordered, high quality engagement ring and band, which she absolutely adores. I received a really great value and a relationship with a business that I will always trust. I give Diamonds Direct Short Pump and Michele who assisted us in every way imaginable, my highest recommendation. Thank you Michele. Thank you Diamonds Direct! read more

Diamonds Direct - Jewelry Near Me - Glen Allen, Virginia

From the day my fiancé and I stepped in the door, to the day we picked up our wedding bands the service was superb. We went on a busy Saturday to look at engagement rings. There were customers all over the place. I had a pretty good idea of what I wanted (oval set in platinum) but despite that, our consultant explained all of the details to us. We looked at several loose stones of all shapes and prices and all the while our expert was calm and professional. We decided on a beautiful oval that I loved. It was ordered and we were walked through picking a band for it to be set into. I didn't want anything flashy or overdone, and not once did the sales team try to change my mind. Fast forward to choosing the wedding bands. Another breeze consultation. I wanted to make sure the band complimented the engagement stone, but again, nothing that's on trend, or popular. Just clean, classic, and elegant. Everything was great, and all of the associates were friendly to us every time I walked in. I will recommend DD to everyone. read more

Diamonds Direct - Jewelry Near Me - Glen Allen, Virginia

BRYAN AMES is the man. I have worked with him several times and he makes the buying process very easy and has great recommendations. He listens very well. I have also been to every other jeweler in Richmond price shopping around. Diamonds direct is the best service and value. Go see Bryan. read more

I went to Diamonds Direct browsing for a ring because I always hear about them on the radio and about how they don't pressure you to buy anything and how their prices are way cheaper than anywhere else, so I figured I'd check them out. When I walked in, I was greeted with a warm welcome. They offered me something to drink and told me to have a seat. They had a good amount of options, meaning there were a lot of brands but there wasn't a lot of each brand. I know nothing about diamonds, I don't know what to look for or anything like that. They gave me a quick rundown of what to look for and how diamonds are graded. But because I didn't know what to look for every diamond I saw almost looked the same unless there was a big difference like tint or an Inclusion, as they call it. I looked through a few diamonds and band but I couldn't find anything I thought my girlfriend would like. They didn't pressure me to buy anything but I did feel they were pressuring me to "reserve" a diamond for $500 so that it can be put in a safe with my name on it, can't be shown to anyone else etc. He "lowered" the price twice on the diamond and even got his co worker to tell me how nice the diamond was and good of a deal I was getting. At this point, I could tell they were using sales tactics to get me to put money down, so I backed out completely. I was just browsing to begin with. I've been told, if you want something, as far as diamonds are concerned, they should be able to get what you ask for and not just show you what they have that's not exactly what you're asking for. I kept saying I wanted a 1 carat diamond, but they kept pulling out .96 carats or less. I felt they were just trying to sell me what they had in the cases Overall, this place has okay customer service and the prices didn't seem much lower than other places out there I've checked. I'm not saying this place is bad, just wasn't for me. I would say, check this place out if you are just starting to look for a special piece of jewelry read more

We got my gorgeous engagement ring and wedding band from there 3 years ago, and it's still shining like day 1! The service was impeccable, they even have great care for the the rings. I would highly recommend this place for anyone looking to pop the question or create the perfect ring with their loved one. My husband and I are both extremely happy with their services!! read more

Diamonds Direct - It's perfect - Jewelry Near Me - Glen Allen, Virginia

Like many other patrons of Diamonds Direct, I either came here after hearing all their ADs on TV/Radio or referred by friend; I was persuaded by both. I came here with my gf to look at engagement rings and this was about our 3rd or 4th time browsing together. Lets just say I really want to make sure I get the perfect ring, at a great cost, and the best quality possible. The security here is top notch as they wont' buzz you in until they take a quick look at you. Then you put your name on the waiting list and the next rep will help you. Our wait time on a snowy Saturday afternoon was about 15 minutes and this placed was full of customers, surprisingly. Our professional sales rep who helped us about 85% of the time was name Michelle. She was absolutely amazing. She was friendly, professional, and knew a lot about engagement rings. She really wanted to make sure she knew what my gf liked and didn't like and showed her an array from rings to better get an understanding of what she wanted. She thoroughly went over, cut, color, clarity, GIA certifications, recommended certain styles, etc. Michelle was really great. Unfortunately, she did have an appt about more than three quarters of the way through our time with her and we were paired with another rep, I think her name was Vicky. That's when things went down hill extremely quickly... Vicky did not talk much at all, didn't give any recommendations and when we asked questions she didn't elaborate. She just was not very helpful. Their selection here is one of the most extensive ones we have been to. We also got some estimates for a few styles and it's within a good price range. I would like to come here maybe one or two more times to get the full experience with Michelle and see what else they have to offer. The pressure to buy was non existent and it's all about informing the customer of what kind of rings they offer and to help us on our journey of finding the right ring. P.S.- their bathrooms have real TOWELS to dry your hands and complimentary champagne. read more

I've heard the annoying commercials (no offense Gary!) but after visiting the other day now I'm a believer in all the hype. I came in with a ring another jeweler messed up and they hurried me to the back to talk to a diamond specialist. She noticed the flaw in 15sec flat. After hearing my horror story about another jeweler to remain nameless but rhymes with "Schmelzburg", she offered to help with diamond replacement and even warranty the ring from now on so we wouldn't have to deal with the other guys. The place was clean, bright with a huge selection. The 3 employees I encountered were nothing but understanding and helpful. You guys are my new favorite Jewelers! Now take Gary off the radio! read more

While I haven't actually bought jewelry from DD, I can say that I love this store, and would recommend anyone looking for an engagement ring or diamond jewelry in the Richmond area to them. I have been in the DD store several times since they have opened. My husband actually purchased my rings from a store in D.C. while we lived there, but since we moved to Richmond, I've had a hard time finding a place that would clean my rings for me. DD not only does a wonderful job but they also do it for free! This is really impressive to me because a lot of stores won't help you if you didn't get the ring there. It usually takes about 15 minutes for the cleaning, which really isn't bad considering how nice they look when you get them back. I've only ever gone during the week, though, after work, so it may be worse on the weekends. Regardless, they have a very comfortable waiting area with coffee service, or you can browse around all the beautiful diamonds! read more

My Finance went to Diamonds Direct to purchase my engagement ring. The staff did an excellent job helping him pick out my ring because I love it! My ring comes with unlimited cleaning and polishing not to mention that they offer an outstanding insurance policy. read more

Diamonds Direct - He proposed in San Juan Puerto Rico at my 25 birthday dinner with my parents. Thank you Diamonds Direct I love my ring! - Jewelry Near Me - Glen Allen, Virginia

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For people out there to buy ring or diamond think twice before you come here. I have bought a diamond for my fiancé and have gone here twice to try to get it clean and up then do it too well after 2 hour wait and end up trying to say because the job we do for a living which is not true. And had to wait more longer to get it re-clean again. So people's out there if you trying to get your ring clean make sure you check it twice or triple before you leave. read more

The commercials come on over and over again on my morning drive to work, so I decided I will check out Diamonds Direct. Well I was not disappointed.... I was helped by Denise Popp tonight. She was very professional and greeted us immediately. She was so kind and so helpful. It took me about 30 minutes to pick out a ring and she was patient with me. I am so glad I came here. I found the perfect ring that I absolutely love!!! read more

Ask for Jimmy, he's super knowledgable and friendly. And don't feel bad about knocking the price down, they're very accommodating! They also give out free refreshments! Id recommend not going on a weekend as they're super busy, but if you have to no worries. read more

I visited Diamonds Direct when I was looking for an engagement ring for my fiancé. I had a general idea of what I was looking for, but I was really unsure of where to start. Brian Shafer, one of the sales associates, took the time to educate me about diamonds, rings and settings. My favorite part was there was ZERO pressure to buy. The place was fairly busy that night, but Brian treated me as if I were the only person in the store. I took all the information he gave me and thought about it. I thought for sure I could find the same ring at a better price somewhere else, I was wrong. When I returned to Diamonds Direct, Brian recognized me and called me by name. Since I had already been to the store, Brian had the information on the exact ring I looked at during the previous visit so it was a breeze to find again, but again NO PRESSURE. I always wondered what if my fiancé didn't like the ring, Brian assured me if she didn't, she would be able to come be and select another ring, even after Diamonds Direct sized and engraved the ring free of charge. A few weeks later, I proposed and she said yes. Needless to say, she loved the ring. My fiancé works in an neuroscience operating room where they use medical grade instrumentation to magnify fibers of the brain for analysis. During a slow period, a physician asked my fiancé if he could see her ring. He put it under the microscope! To my pleasure, there was not a flaw in the diamond or the setting. It was such a comfort to know that everything Brian had told me was completely true. I had such an awesome experience at Diamonds Direct, that I would recommend any guy looking to buy a ring to go there first. read more

JENNA, was amazing she really helped us pick the perfect wedding bands!! She gave us all the time we needed an didn't mind that we tried on almost every band!! Highly recommend her!!! read more

Ask for Ash! He was extremely helpful throughout the entire process and in constant communication to make sure everything was exactly how I wanted. read more

Ash Dhansinghani helped us with our engagement ring and our wedding bands. He was so nice and helpful and really made the experience special!! I love love love my engagement ring. It's absolutely perfect and my fiancé loved the price. We got a great deal without sacrificing quality or the look I wanted. I can't wait to come back for birthdays and holidays. Their jewelry collection has something for everyone...I could literally spend hours here! Thanks again to Ash!! read more

Thank you so much Kimary for listening and getting me in for the setting of my diamond! You truly have an exceptional customer service.

Larisa couldn't have been more helpful! When my boyfriend asked me to help him out by narrowing down to just a few engagement rings from which he could choose, Larisa walked me through the diamond buying process and the four Cs. I previously saw a Ritani ring that I loved, but the setting alone was three thousand dollars. I showed her the picture and she helped me find a virtually identical setting for MUCH less. My now-fiancé was ultimately able to put that money toward a beautiful diamond. I wound up with a much bigger, nicer diamond in a setting I love for way less than what we would've paid elsewhere. People can't stop commenting on how gorgeous my ring is! read more

After visiting, multiple times, almost every jewelry shop in Richmond, I finally went to Diamonds Direct. I am so glad I did. The experience was great, and while there is s good amount of salesmanship going on, I found ti to be less than the pressure from other jewelers many of who kept pushing me towards larger and larger diamonds with higher mark-ups for brand name (e.g. hearts on fire). Always a pleasant experience as they offer you a drink, are friendly, and prompt in service. Also, the lifetime cleaning of not only the ring I bought there, but any jewelry I bring in is great. They have been extremely helpful in buying wedding bands as well, but more to come once that process is complete. read more

If you want something other than diamonds then this is not the place for you. But, if you are looking for diamonds, then you will appreciate the huge selection on display. Sales staff is very friendly and knowledgable. However, I prefer unique jewelry and you simply won't find it there. read more

Worst service ever! Went to look at men's wedding bands and Tatyana McKenna, who helped us was rude! My fiance said some rings were ugly that he saw. She then handed him one and he said that it was ugly and she said proceeded to say we are done here, grabbed her stuff and left. We got to one small section of rings before she walked away. I will never go here again and will tell everyone I talk to, to not go there either. read more

Huge selection of settings and loose stones to choose from. We purchased my engagement ring, wedding band, and my fiancé's wedding band with Ash and will not go anywhere else! Ash is incredibly knowledgeable, professional, friendly, personable, and patiently willing to do whatever it took for us to choose our perfect rings! Must have tried on a hundred rings but he understood the process and walked us through each step, and made it a meaningful and memorable experience. Thank you for helping us pick out our rings which are an evergreen symbol of our love! read more

This place not only has a huge variety of beautiful rings but their customer service is incredible ! The y are very knowledgeable and helpful , highly recommend to anyone who's looking for any kind of jewelry , whether it's an engagement ring or anything else !! read more

I was shopping for the perfect ring for my perfect fiance so we started with all of the jewelry stores we knew in the Richmond area such as Jared's, Kays, etc but then I heard an ad on the radio one day for Diamond's Direct so I figured why not give it a look just to see. We met Larisa when we visited and she taught us all about diamonds, the settings, clarity, cut, etc and really did not seem to care if we bought from them or not but just wanted my fiance to get the ring that she saw as her "dream ring" (which we both work in sales so this was a pleasant surprise) and she showed us all kinds of different designers. Through the process my fiance found just that, her dream ring. Larisa had it custom made to her EXACT specifications and when I proposed she melted. If you haven't gone to Diamonds Direct and spoken with Larisa you're missing out, on top of that what other store is going to give you 5 years with 0% interest so the woman you love can get the diamond she deserves at a price you can afford? read more

very classy, everything is beautifully displayed compared to jewelry shops like Jared's and Zales, which reminded me of pawnshops. Diamonds direct reminded me of Tiffany's but without the ultra high prices. I actually price compared and diamonds direct not only was classier but the cheapest when looking for a diamond eternity band. they were also able to handle the Christmas rush a lot better, Jared's was understaffed overcrowded and all of the workers were exhausted and stressed. read more

My fiancé bought my engagement ring from Diamonds Direct. Diane was a huge help in educating him on diamonds! We came back and bought my wedding band there as well! I love that every time you come back they give your ring a free cleaning!! read more

Bought new custom wedding bands for our 50th anniversary. Worked with Jimmy Woodson. Professional and pleasant experience. I wanted a change in design on one ring and they were happy to have ring recast. Engraving was free and they will clean and or polish rings free anytime. This company puts customer satisfaction first. Stands behind it's products. Will be my go to jewelry store. read more

You guys. I LOVE them. I had been working with a local private jeweler to trade in an old family piece & the whole process went on for over 18 months & almost drove me crazy. I originally went to Diamonds Direct just to look around & get ideas, but decided almost immediately that I had come to the right place. Jimmy took so much time with me & I think I tried on every ring in the place. Diane is amazing...I really can't say enough about her. She educated me, got to understand what I wanted & helped me find the perfect stone. (And we laughed a lot!) I believe they ordered 5 stones from other locations so I could really examine them & try them with various settings. When we finally found the right stone & popped it into the right setting we both cried. My ring took my breath away then & it still does every time I look at it. The price was right, my ring is STUNNING & the service & level of care I received is unmatched. I'll never go anywhere else. Go here, ask for Diane & you'll be super happy! read more

I had a TERRIBLE experience with this store looking for an engagement ring. I was warned that there would be a wait when I first arrived because they were understaffed, which I was fine with. After 30 minutes of waiting and then the salesman is on his phone in front of me without acknowledging me... that's when I had an issue. Of course he ended up being directed my way by the greeter of the store (who was the only one that kept me from leaving after seeing this). I showed this salesman what I was looking for and had specs from a previous company and he said he could match the same for a better price. He then proceeded to show me much lower grade diamonds and said it was impossible I had gotten a price for what I was quoted for from a different vendor (why tell me he could beat it, then can't come close?). He then proceeded to show me different options, without explaining anything in detail and just repeatedly threw a calculator with different figures at me without explaining them or how he was coming up with them! Talk about 0 customer service... I will never be going back to this company after the horrible experience I had. read more

Visited this store right when it opened with a friend who was picking up her purchased ring. There were 10+ employees available, but it took more than 10 minutes just to retrieve a ring from the safe. Only one employee bothered to acknowledge us or even say good morning. There was one male employee who sat behind a counter fixated on his phone, not even looking up. When we left, he had stood up, but was still engrossed in content on his phone. The store is beautiful, but some of the atmosphere was not inviting. It did not encourage me to look around or consider making a purchase. The women who brought the ring out were pleasant and friendly but the other employees brought down the nice environment. read more

This place rocks! Not only do they have a great inventory for killer prices, but after you buy from them the services don't stop! Free re-sizing, cleanings, soldering, the list goes on forever! Plus, the staff is so friendly and helpful. I just LOVE this place. read more

Incredible selection, service, prices. Worked with Steve Smith, who was incredibly helpful, friendly, and patient through multiple visits as my fiancee and I picked out the perfect style of ring and diamond for our engagement. Steve went out of his way to make our experience perfect. Couldn't be happier, everything I was looking for. read more

I was a little hesitant to consider diamonds direct for my wedding band (for no reason whatsoever). With that being said, I am so thankful I did. Jimmy, our sales consultant, was absolutely phenomenal. I could not expect better customer service. We ended up buying my wedding band and my fiancé's as well. WE JIMMY! Their jewelry is stunning and so is the customer service. read more