What a disappointment. Nothing but a bad experience. Take your hard earned money elsewhere. The "discounts" in no way make up for the rest of the transaction. I really don't think the discounts exist. Do your homework and don't let the upfront sales pitch fool you. They don't care about you as a customer. Once they have your money you can hang it up... read more

Stay away if you do not live close to Birmingham. I picked out an engagement ring in the store but I live out of state. The ring arrived at my house two days before my planned engagement with family and friends....with the wrong setting. I had already hired a photographer so we obviously couldn't take any pics of the ring because it was the wrong ring. THREE weeks later I am told the ring is ready so I had to make another unplanned trip to Birmingham so I could finally have the ring I picked out in the store. No apologies or anything when I came in...just congrats. Now we can pay for another $300-400 for a photographer to come in and take pictures since the ring is correct. read more

You might pay a little more by going somewhere else, but I can tell you, it is well worth the money. Dealing with the staff at Diamonds Direct has been an absolute nightmare. I took my engagement ring to be re-sized on a Tuesday and they promised me it would be ready by that Friday. When I called, they said that they had shipped the ring to Charlotte to be re-sized and it would not be back until the following week. When I went back the following week, it had not been touched - IT WAS STILL THE ORIGINAL SIZE. After I spoke with the owner, he had it re-sized that day. When I got home 3 hours after putting the ring back on, a diamond was missing out of the band. I called the owner, he said it could be fixed immediately the following day. When I returned the the store, no one was aware of the situation and staff members tried to tell me I would have to wait several days to have the ring fixed. When I protested, they finally got it done in one afternoon. 1 month later - the same diamond is missing out of the ring. I returned to explain the situation to yet a different staff member. I was told that a new ring would be ordered in my size and would be delivered in 6 weeks. I was also given 1 specific staff member that they told me would handle this situation directly so I would not have to keep explaining myself. It has now been 71/2 weeks. I was assured by "my" staff member that the ring would be in this week. I called today, and "my" staff member is no longer with them. I am dealing with yet another person and they "cannot find" my ring. read more

Ben was very helpful and took his time showing us all our options and finding the perfect diamond for me! Very satisfied with diamonds direct!!! read more

Living in Las Vegas, I was on the fence as to whether I should use Diamonds Direct in Birmingham to purchase wedding bands or a local jeweler here in town. I purchased my engagement ring from them and had had outstanding service. They even replaced a small accent diamond at no charge. I made the decision to stick with them and I am so glad that I did. There was a miscommunication with my bands initially and when they were shipped to me.....I was conflicted. They were beautiful but I didn't LOVE them. I called the store and spoke to the store manager Ken. He was very receptive and was adamant that if I didn't love them, I should send them back and allow them to make them right so I had exactly what I wanted. He said that they would be happy to redo the bands. Long story short, I was contacted by Jeana Williamson telling me she had received the bands that I had shipped back. I sent several pictures at her request, illustrating precisely what I wanted. The bands were sent back to the jeweler along with my engagement ring to ensure that the diamonds lined up perfectly and were uniform in size. When I received the new bands I was blown away. They were absolutely stunning and I LOVED them. Absolute perfection!! Jeana called me and informed me that although the new set was almost double the price of the original set, that Ken insisted that since it was their mistake, they were not going to charge me anything additionally. Speechless. I love this store and Jeana and Ken are my new heroes. They went above and beyond to ensure that I was completely satisfied. Jeana was relentless in her commitment to stay in communication with me throughout the process and to exceed every one of my expectations!!! I will never shop for jewelry anywhere else, regardless of where I live. read more

I have to follow up again on our experiences at Diamonds Direct. While the initial visits were not worthy of many stars, I have been pleased with follows ups. I stop in from time to time to have my ring cleaned and the staff is always helpful and nice. We ordered our weddings bands from Charles and he was great in making suggestions and matching my band with my engagement ring. I will be back! read more

I had a great experience with Diamonds Direct while buying my fiancee's engagement ring. Charlie supported me through the entire process of sourcing a diamond, designing, and delivering the ring. We hit some unexpected bumps in the process, none of which were Charlie's fault, but he went above and beyond to ensure that it did not impact my planned proposal. Ring turned out perfectly, and exceeded my appraisal expectations. I'd recommend Charlie and Diamonds Direct to anyone who's looking to take the journey of custom building an engagement ring. read more

II didn't have a good experience with Diamonds Direct. MY GF and I went once to just look, and we were both made to feel uncomfortable and untrusted. Some of the sales staff made her feel uncomfortable, which I didn't know until later, but bothered me when I found out. When I went back, it was made it clear that they really couldn't do anything within my budget (under 3k). They only showed me ONE ring, a pre-set, that would work, and said anything else like I was looking for would be out of my budget. They suggested I could change the style, buy I knew the style that I was looking for, and wasn't going to change it. I still wasn't sure where I was going to get the ring, or if I needed to raise my budget, so I applied for their 0% financing anyway, just to be sure, which was a mistake too. The way it was done, through the bank, tied up my credit through that bank, and I couldn't finance a ring at another jewelry store that also used that bank. I didn't find this out until I had picked the ring from somewhere else, and was trying to finance it, and couldn't. I had to go back to Diamonds Direct to get the whole issue straightened out. While I was there, they tried to change my mind, assuring me they could meet my budget, and questioned the quality of what I had ordered from the other place. I told them I wasn't going to change my mind, that I had ordered the ring, but I need to bank issue fixed. It was a big hassle that I had to go through for something that should have been fun and exciting and happy. I can't say if they could have actually been able to meet my budget or not, but after these issues, they had already had two chances, and I had already ordered the ring. They really need to train their sales staff better, and make sure people are made to feel welcome there. I wouldn't recommend Diamonds Direct. If you are in the Birmingham area, go to Levy's downtown. I had a much better experience there, and that is where I ultimately ended up buying the ring. Because they fixed the bank issue quickly, and called me to let me know, I gave then 2 stars instead of 1. read more

An Amazing experience. After shopping/researching options for several months, walked in DD and was blown away. Work with Kimberley Powell who honestly went out of her way to help me design the perfect ring. Unlike other stores that tried to push me to settle, Kimberley insisted and seemed to prefer to go the custom designed route. I now have a one of a kind perfect engagement ring and my fiancée is still floating. I truly felt that Kimberley would not be happy with anything less than something that contained all the aspects my fiancée had expressed she wanted. The quality/appearance of the Diamonds I chose (which I was walked through and explained in detail) where far beyond anything I had seen around town. The entire process from start to finish was a breeze! And after all was said and done, the price was 2k less than any other store was willing to make the same ring for and I even went up in karat weight. I will personally shop no where else for diamond jewelry in the future! Thank you so much for making this perfect Kimberley! read more

This is by far the best jewelry store in the state of Alabama and the only jewelry store we will use for future purchases. Rachel Shields was our consultant for my engagement ring and for our wedding bands and we couldn't have asked for a better sales consultant. She was so helpful, gave us useful feedback, and was patient with us when we seemed to be so picky! She showed us multiple rings/bands and never pressured us to purchase something we were not 100% sure on. She answered every question we had and never showed us rings that were out of our budget. This experience would not have gone so smooth if it weren't for Rachel! read more

We recently purchased our wedding rings and so far we're really happy with our selection and the service.

We purchased our rings (4) from here over 5 years ago. The customer service was mediocre and and we were profiled the entire time we were being served. Although I didn't think it was possible, the service degraded over the years to a cold smirk and a half-hearted greeting if you're only getting your rings cleaned. On this last visit, the service was so horrible that the sales associate didn't even respond when I told her to have a good evening. She also lied and said that it takes over an hour to clean jewelry when, for years, every other sales associated has quoted a time of 30-40 minutes. Our rings were still dirty and scratched and she gave them back to me in a napkin still wet. She walked off before I was even done talking. I was actually looking to upgrade our rings during this visit, but no one even allowed the visit to progress to that point due to the negative and unwelcoming attitude of the sales associate. At this point, I wish we would've made another company several thousands of dollars richer who actually would treat its customers humanely. I'm not even sure we'll be using them for cleaning in the future... read more

I got the wife's engagement ring and we got our wedding bands from this place. Worked with Charlie for all of those, and currently working with him on updating the wife's caret for the first anniversary. My wife and I also enjoy working with Katie and Rachel. Great place, and Charlie knows more about diamonds than anybody I've ever seen. Katie and Rachel are also good salespersons and extremely nice to work with. read more

I drove in from Baton Rouge, Louisiana on the advice of a friend. The shopping experience was amazing! Charles was respectful of our budget and made my dream ring a reality! I will be back. Definitely worth the trip! read more

My experience at Diamonds Direct was phenomenal! I went in just to check on prices for an engagement ring and came out having put a large down payment on one. I had been shopping around for quite a while and Diamond Directs prices were the best by far!! The person that helped me was Jodi Sample, and she did a great job of explaining to me everything I needed to know about diamonds and settings so that I was able to make the best decision possible. She was very open about discussing a variety of purchasing and payment options. If you are shopping around for an engagement ring Diamonds Direct is a must! read more

I am reluctant to write this because I'm not one to blog or spend time writing a review. However, I was so impressed with Diamonds Direct and my sales associate (Rachel Shields) that I had to brag on them. My now wife and I looked all over Alabama for "the ring" and no one (both Birmingham Bromberg's, Southeastern, Couch's, Levi's, Birmingham, Anniston, Gadsden, .....) could compare to Diamonds Direct. Most of the other stores only had one rack of engagement rings; Diamonds Direct had a whole store full of them. If you go to Diamonds Direct, I recommend using Rachel Shields as your sales person (some of the other ones can be a little too wordy and pushy). Tell her what you're looking for, an approximate price range, and she'll have 10 rings/stones in front of you before you know what hit you (and if you don't like those, she'll bring you 10 more.) After about a yearlong search, I learned that only Diamonds Direct can offer such a wide variety on the spot! After I narrowed my search down and I knew what I wanted, it was time to see if Diamonds Direct was going to put their money where their mouth was and give me the "direct diamond wholesaler" price that you hear about all over the radio. They did and I got a great price that no other jeweler could touch. [I'd recommend going while they are having a sale.] Here is an example of how Diamonds Direct and Mrs. Shields' went over and beyond to meet our needs: the engagement ring I bought was a little too big and needed to be re-sized. Diamonds Direct/Rachel put my wife's center stone into another setting that was exactly the same style (not a solitaire setting) and let her wear it for about 2 weeks while her ring was being re-sized. I was thoroughly impressed and pleased with the distance at which they were willing to go to make us happy! You don't have to take my word for it, go see for yourself. read more

Except for a couple of employees, the staff at DD is seriously undertrained and never goes above and beyond the call of duty. I've dealt with more employees who had no clue what they were doing and seemed like it was their first day on the job. One part time guy even messed up my order which is causing a great deal of stress a few days before my wedding. The only associate I recommend doing any transactions, or asking any questions to is Ben Ash. He is the only reason I came back to purchase wedding bands, and the only reason I will ever come back for anything else. read more

Best Service!!!! Ask for Olga. The jewelry is exceptionally beautiful. Great quality. Super happy with my custom order. They even repair your jewelry for free if ever needed. You will love shopping at Diamonds Direct. read more

What an amazing selection! Even though the name states DIAMONDS Direct, there are many other options here - sapphires, emeralds, pearls, and so on. They also have events throughout the year where you can get a significant discount on your purchase, in addition to complimentary beer, wine, and hors d'oeuvres. If you have something very specific in mind, that is something they are more than happy to assist you with. If you are absolutely clueless, then they will teach you more than you thought you ever needed to know about jewelry. Saw it in a magazine? They probably have it. Nothing but one-of-a-kind will do for your significant other? They have loads of individual diamonds that they can incorporate into a custom piece for you. They will also tell you how to get the best bang for your buck, the most diamond for your money. Plus, who doesn't love to look at shiny, sparkly things?! This is the premier location in town for engagement rings, wedding bands, and those "just because" gifts. read more

I just happened to stop in with Boyfriend during some fancy, red carpet weekend sale event, and even though I initially felt uncomfortable being somewhat under-dressed in comparison (awesome time to wear shorts & homemade jewelry), the time that we spent browsing was really good for us -- and not just because of the wine and appetizers available! The staff was extremely knowledgeable about every aspect of their diamonds, as well as the history of diamond cutting, which I really appreciated. We knew we wanted to look here for a ring because this is the only place Boyfriend's bought me jewelry before, and the variety and selections available are notably impressive -- thus the 4 stars. The fifth star is really only missing because, while the staff and stones were brilliant, the attention we were getting felt forced and bored, and we left feeling conflicted by this push to buy one of two rings before the weekend-sale was up... both of which were gorgeous, but neither of which I really loved, for us. I'm sure we'll be back for other jewelry in the future, but we'll probably avoid the red carpet rush if we can. read more

(2014) My back then fiancé & I were looking for an engagement ring for me and we checked out quite a few places. Since diamonds are expensive and something you keep forever we did quite a bit of research on what to and what not to look for. So we went to Diamonds Direct and wow the place itself is so nice and has an AMAZING selection. I can't remember who had helped us out (Caucasian older white male) but he was very helpful, we were greeted nicely and told him what we were looking for and our budget. We sat in for an hour looking at 5-6 loose diamonds and he explained all the 4 C's and the certifications for each of them he even took us out in the sunlight to see the color of the diamond. After we picked out the diamond , we picked a setting couple of days later which was so overwhelming since they have a huge collection, I initially wanted a halo but they kept insisting not go for it which was kinda irritating until they pulled up some nice pave diamond bands without the halo and I fell in love. I guess they really know what their talking about. Our engagement was in 3-4 weeks and we wanted to get the band remade and told him we need our ring by that time no matter what and thankfully it came in on time! I have to say that I had a very wonderful experience with Diamonds Direct, they also come in with a lot of perks, free ring cleaning and upgrading diamond policy is really good. Unfortunately I moved away from Birmingham :( but I will miss Diamond Direct! Thank you for making me such a beautiful ring. read more

I can't express how great of an experience I had at Diamonds Direct. Charlie's enthusiasm and support through the tough decision process was incredible! He really went above and beyond to make sure that I understood all aspects of what I was looking for in a diamond and the setting. I drove all the way from Atlanta to visit with Charlie. It was worth every mile! If you are considering at looking somewhere outside of the area you live in, do what I did and give Charlie a call. He will not disappoint! read more

Go see Gerald! He did a great job showing my fiancé what she liked and helped her narrow down her choices. After that he did a great job showing me different options and working with my budget. When I purchase jewelry, it'll definitely be from him! read more

We went to jewelry store after jewelry store looking at diamonds. Not once did I see a diamond anywhere near the size I was able to get for the cost at diamonds direct. We always go to Rachel and she is very friendly and helpful. She knows exactly what my fiancé/spouse(depending on when you read this) is looking for and it never takes us long to find what we want. She is GREAT! And so is Diamonds Direct! read more

I had an absolutely wonderful experience at Diamonds Direct. Mary Andersen was the diamond expert who assisted me and she knew her stuff. I purchased a diamond to replace in my wedding set and the final product is beautiful. Fast, friendly service. GIA certified beautiful diamond. read more

I've had bad experiences with this store and its employees. The selection of items is good but getting the items finished and purchased has been a nightmare. Calling about items is nearly useless, as they often claim the sales person youre dealing with is busy and can't talk at that time. It often takes days, yes days, for phone calls to be returned. I bought a nice diamond ring that cost several thousand dollars from these people. It has been awful dealing with them, except they were fast to take my payment. The prices on diamonds are not any cheaper than the other large stores that sell loose GIA diamonds, so do yourself a favor and try another dealer. DD claims to match any price but I found out later that this is not true either. I found a 1ct diamond in a major store in Atlanta that DD would not match or beat in price. I am disappointed but I learned my lesson. Just skip this place or use it for what its worth, a place to go look. Spend your money and time somewhere else! PS. If you do buy from this place, make sure everything you bought is in the bag when you leave. They failed to put my GIA certificate in my bag and now I've been waiting over 2 weeks for it to be mailed to me. This certificate should always be given to you the day of the sale and these folks act like its no big deal.. The certificate is the proof of authenticity for the diamond..its like buying a car without a title. Well, you've been warned. read more

I had an outstanding experience with Diamonds Direct while shopping for my fiancee's engagement ring and earrings. Rubin is professional, experienced and driven to exceed customer satisfaction. For a guy shopping for women's jewelry, Rubin and his well trained staff makes the experience fun for the bride and easy for the groom. Diamonds Direct provides high quality of jewelry with a high volume of choices while priced competitively. I will definitely return to Diamonds Direct for future jewelry purchases. read more

I am livid! My boyfriend purchased a necklace for me from here for my birthday. I took the necklace in last week to have the chain extended and the clasp repaired. The people were nice enough but their computers were apparently down. I spoke with Christina G. at the repairs desk about what needed to be done and she assured me that it would be ready by today. I live pretty far from there so I decided to call ahead and make sure it was ready before wasting a trip out there. The receptionist asked for my information to see if she could check the status for me. She was unable to locate me or anything about the necklace in the computer system. When I mentioned that the computers were down the day I came in she said "oh that makes sense" and attempted to contact Christina who was at lunch. I was assured that the message would be forwarded to Christina and I would be called back. Several hours later I STILL hadn't heard anything and called back. The same receptionist told me that now She was with another customer and would call me back. Its now been another hour and no phone call. I don't know if they lost my necklace or just forgot to send it off and are avoiding telling me. I'm nervous and mad because this necklace means so much to be and I will be devastated if something happened to it. If I haven't received some sort of update TODAY I will go to corporate and leave this exact review on every online forum I can. read more

I honestly can't believe DD can stay in business with the stories I've heard along with my own personal experience with purchasing an engagement ring. If you are smart enough to do your research & read their reviews before you purchase (I was not) then please trust your instincts and go somewhere, anywhere, else. You will regret your "good value" after the purchase is made. Some things you don't need to take chances with, your engagement ring is one of those things. The only reason why I didn't contact the BBB to file a complaint is that by the time I finally received the correct ring (which was still not the quality that was promised), me & my fiancé were so ready to put the horrible ordeal behind us b/c it ruined what was supposed to be a joyous & exciting time in our lives. We were then so involved with wedding planning that I put contacting the BBB on the back burner, now I wish I had taken the time to do so. If for no other reason but to keep them from doing that to any other couple. PLEASE think twice before doing any business with this company!! read more