There is absolutely nothing but EXCELLENT things to say about this jeweler. I have been coming here since 1997 when my three year old took my bracelet outside and decided it was buried treasure. We never found where it was buried. My State Farm agent sent me here because I couldn't find a replacement with the quality I desired at a Mall Jewelry store, and the high end stores didn't afford the quality without ridiculous sticker shock. Here I always get an item that appraises elsewhere for three times what I was charged. My bracelet was recently reset by this team into two bracelets with fewer larger diamond and more gold, one for each daughter. Not thinking, I made them the same size. This didn't work for my oldest, which I realized a week before the wedding day (her something old & new), John had it re-sized for almost nothing, without a hesitation in just a few days, and all was saved!! Shortly after that I lost my emerald cut birthstone, the most beautiful richest looking aqua marine I had ever seen. Also originally bought at this store 10 years earlier. John not only sent me a postage paid shipping label to overnight it to Minnesota (as I now live in Texas), but found another stone just as brilliant as the first, reset it, sent it back (again paid by them) in less than two weeks, and I couldn't tell the difference. All from a picture I had that was poor quality. That says these guys ALWAYS have consistent HIGH quality stone or they don't buy them. While I have lived in Texas now for 4 years, EVERY time I go back to Minnesota, I stop to see John. There is always something beautiful, affordable and quality I can find. I send everyone I know here, and everyone continues to frequent this store with similar stories of high quality, unique pieces at prices found no where else. THANKS DIAMONDS DIRECT!!! YOU ARE THE BEST AROUND!! Connie DiPietrantonio read more

I've had the absolute pleasure working with Johnny at Diamonds Direct Minneapolis. He made me this beautiful turquoise ring. It truly felt like a collab from start to finish because I was so involved in the design process. Working with Diamonds Direct is always such a dream. This is my third ring from this small, family-owned business, and it definitely won't be my last! Each time I walk into the store, owner-father-grandfather, John III greets me by standing from his desk, walking over to me and shaking my hand; saying how great it is to see me again. Owners-sisters-daughters, Naomi & Maria, say from behind the counter how much I'm going to love the new ring that's being made. Lastly, owner-brother-son, Johnny IV, pops out from his work area in the back, showing me the work-in-progress and any new pieces that have come to the store; knowing I love to see beautiful, precious stones. I highly recommend working with Diamonds Direct for any jewelry dreams you can think of. They are always mindful of your needs and concerns while creating breathtaking pieces. The minute you start working with them, you feel like you're part of the family! I really love this business and the people and will never go to another jeweler again! read more

I was in need of repair on my snake chain that broke right at the clasp, and also my tanzanite stone in a ring fell out and was lost. The customer service here has always been outstanding. The repair on my snake chain was done within a week, and they went above and beyond to find the perfect tanzanite stone for the ring to match the earrings that go with it. I am very impressed with the quality and the color of the stone because it's such a perfect match! This was an amazing experience with this company. I have worked with the owner - John III, Maria, and Shari and they are all incredibly welcoming and helpful. Shari, who helped with the ring, kept me informed at all times on the progress and when it would be done. The customer service at Diamonds Direct is always excellent and very accommodating. They even did more than expected - because of the new stone in ring, they automatically gave me a new updated appraisal. I've been a customer at Diamonds Direct for 10 years and will not go anywhere else and I highly recommend them! read more

My insurance agency referred me to this jewelry store for an appraisal on a ring we recently purchased. When I arrived, I was warmly welcomed and greeted by the owner, John Sorich IIII. While he worked on my ring appraisal, I learned about his family's jewelry business and that he and his son John IV, the store's gemologist, are US veterans. It was also fun to talk about our histories with Southern California. John IV examined the stone in the ring with and my appraisal was completed. John III offered this appraisal as a complimentary service. I had a very pleasant experience at this store and most appreciated how personable they were. I would definitely recommend anyone I know to visit Diamonds Direct in Edina if they want professional and friendly fine jewelry service. You'll also be supporting a family of US veterans! read more

These guys have a stellar reputation around town and their service can't be beat. After 20+ years of constant wear (I never remove my ring) the diamond has remained secure in the setting and as beautiful as when I bought it. Periodically I will bring it in to have it cleaned and they are always happy to do so without any pressure to buy anything else. My son bought his wife an engagement ring there and they re-sized it for no cost. She was equally as pleased. The owners have lived in the area for many years and are well known in the community. Their prices are reasonable and their service continues long after your ring is purchased. If you have any problems, the owner John will want to hear about it. It's hard to find that level of commitment anymore! read more

Simply SPECTACULAR!!!!! Thank you to John Sorich from Diamonds Direct for making my husband and I's "Jewelry" Experience the best ever. John will give you his honesty, highest quality diamonds and most of all he truly cares about each one of his customers. I look at my Engagement ring everyday and we are truly grateful that we chose Diamonds Direct many years ago. Recently, we returned back to see John for a special B-day Gift and once again knock out of the park! I continue to receive compliments on a daily basis and we owe that to Diamonds Direct and the exquisite experience! Thank you for making a true difference and we give 10 ++++ STARS to Diamonds Direct! You will never be disappointed. We sincerely thank you again John ~ Hugs ~ Doug and Susie read more

I was referred to Diamonds Direct in Edina to get an appraisal done on my ring and I was drawn to them because it was a less than 10 minutes appraisal, done in front of you, and you're not ringless for two or three days! The appraisal was quick, the man I worked with was friendly enough, but he did make a comment that I was unsure about: "Why did you choose moissanite?" I answered and he replied, "Well when you're ready, come in and we will replace this with something you deserve." It could be interpreted in one of two ways: he sees no value in moissanite, OR he was hitting on me by saying I deserve much more and something "real". Regardless, I thought it was a bit of a rude comment, but the appraisal was quick and that's what I wanted. read more

My insurance agent recommended Diamonds Direct to get an appraisal of 30 items of jewelry. I was extremely pleased with both the customer service and knowledge of the staff. Their appraisal fee per piece was $35, which was far more reasonable than the $75 per piece quoted by another jeweler. The first appraised item is always free of charge. As a family business, I was helped by the son and daughter of the owner. They were both very knowledgable and a true pleasure to work with. John told me valuable information about my black coral piece, opal earrings and ruby ring. They gave me a thorough appraisal of each piece and a complementary cleaning. I highly recommend Diamonds Direct and plan to use their services again in the future. read more

My initial experience with Diamonds Direct was to replace an earring and the staff (John & Maria) was able to solve my problem and have me out the door that very next day quite satisfied. My wife's birthday went very well as a result. That same week I set-up an appraisal appointment for her other jewelry and Maria handled the process flawlessly and I had a professionally written appraisal for each piece that same day. Great customer service used to be more common, but it isn't, so when you find a place that gives it consistently that business stands out as a place that you hold in high regard. It is a pleasure to write a nice review for folks that treats its customers with class. read more

I have been going to Diamonds Direct for over 25 years. They simply have the best customer service, period! While many companies discuss customer service, they define it. Their attention to detail, knowledge of how to fit the jewelry to your specific needs is unparalleled. We went in to get my wedding band replaced after 23 years; I had worn it out. Little did I know my wife brought her tennis bracelet with. Unbeknownst to me, she wasn't fond of it. Within 10 minutes they worked with my wife and replaced the bracelet for another piece; we were shocked. And "yes" my new wedding band is just perfect. We would gladly refer anyone to Diamonds Direct - they are just the best! read more

We were having issues with my 28 year old wedding rings. The settings were wearing out and the diamonds were falling out. I looked on line to find a company with great reviews. I came across "Diamonds Direct". After a brief visit they were able to assess our needs, took our used rings, gave us a reasonable quote to give us a new CUSTOM ring. A week after our initial meeting we were sent an email with a detailed drawing and exact measurements for the new design. It was exactly what we wanted. Approximately 7 - 10 days after that I had the beautiful new ring on my finger. Could not be happier! Professional and friendly. Also included an appraisal for insurance purposes. read more

I brought my mom in to get her wedding band fixed after it had to be cut off. We knew that it may be beyond repair and we were prepared to shop for something new. John and his talented crew gave my mom the option of fixing it and the related cost, but in the end she chose to go with a new setting for her existing diamond. They spent the time with us to show us all the options and did not pressure her in making a decision one way or the other. She is extremely happy with her new wedding ring. At the same time they also evaluated some jewelry pieces we had and resized a ring that was inherited from a relative - what a great experience. We will definitely be back. read more

Diamonds Direct is the best jeweler I have ever worked with and I've been going there for over 20 years. The staff is always so friendly and helpful and they give you great product at reasonable prices with personalized service. They even maintain your jewelry after you purchase it. My diamond ring was loose (due to my own fault) and they not only tightened the setting but they also polished and recoated the ring (it looks brand new again!) all at no cost, just part of their excellent service. Plus they are all wearing masks and/or shields to protect you (and them) during this covid outbreak. Give them a try; you won't be disappointed. read more

I had a wonderful experince at Diamond Direct! Scheduled an appointment to get a FREE appraisal for an engagement ring I just bought....awesome deal!! (I wish I had known about Diamond Direct before I bought the ring) Im a 27 year old male who knows nothing about diamonds and they were very patient with me teaching me about the ring throughout the appraisal process. I even offered to compensate them for the appraisal because I was so satisfied and they wouldn't take my money. Very friendly,polite and knowledgeable staff. Thanks Maria for doing such a great job working with me! Ill be coming here for all my future jewelry purchases! read more

Diamonds Direct helped me get the perfect gift for my wife in honor of our 55th wedding anniversary. I previously purchased a beautiful diamond ring for my wife's birthday and she now has a matching set of diamond earrings. John is like the genie in the lamp, he anticipates what diamond accessory will please the customer, provides a long distance service and one might say "your wish is his to command"! His personal service provided to each customer is greatly appreciated and both the quality and price of his diamond accessories are outstanding. I would give him 10 stars if that rating was available. Hal Fritz, Peoria, Illinois read more

Scheduled an appointment for an appraisal of 4 items for insurance purposes. Was greeted with a smile and friendly yet professional approach. Also asked to have items checked for possible loose stones. The appraisals were completed while I was in the store and the results shared while in the store, as well as a typed report provided via email. Maria was very helpful, providing her insight to the condition of each piece. I most definitely will be bringing other items to Diamonds Direct for appraisals. As well as any repairs or future purchases. Highly recommend doing business with Diamonds Direct. read more

I had a wonderful experience with Diamonds Direct. I wasn't exactly sure what I wanted to buy my girlfriend, so Kristina asked me to put my trust in her to create the perfect necklace...and she delivered. The final product was better than I could have imagined, and I won HUGE brownie points at home. The folks at DD are incredibly trustworthy (my third experience with them) and just fun people to be around. I will definitely be seeing them in the near future for another buy and would highly recommend them to anyone looking for great diamonds at unbeatable prices. read more

My wife and I came in to have our wedding rings appraised for an insurance policy for a second time for our 10 year anniversary. Since I was there I decided to look at upgrading her wedding ban as a gift for the anniversary. John and Dana were great! they showed us several choices that we were very pleased with that will make our 10 year anniversary even more special. For a quality product and a wonderful experience I would always recommend going to Diamonds Direct of Edina. Thanks again John and Dana for a great experience. See you soon. Dale and Lisa read more

We needed to have an appraisal done on my jewelry for insurance purposes and we checked on a couple of places before going to Diamonds Direct. The other places had to have my jewelry sent out to be appraised or their prices were very high. Diamonds Direct will do appraisals right at their location and were very reasonable in price.The store was very neat and clean. The appraisers wore face masks as we did and were polite and very helpful. I would definitely recommend Diamonds Direct to others.Thank you Diamonds Direct for an awesome experience! read more