ANTWERP JOURNEY GET YOUR OWN HAND-PICKED SUNSHINE CUT DIAMOND TWIST & SHINE REINVENTING THE TENNIS BRACELET BEYOND THE RING PERSONAL STYLING FOR YOUR BIG DAY
Celebrating
OF EXCELLENCE Years
2 • DIAMONDS DIRECT
DEAR VALUED READERS,
As we celebrate our 40th anniversary, I am honored to welcome you to this special edition of our magazine. Reflecting on our journey from a small family-owned jewelry store to a pillar of trustworthiness and dependability in our community fills me with immense pride and gratitude. In these pages, you will discover the heart of our story—a timeline rich with moments of growth, innovation, and the enduring client relationships we’ve cherished over the decades. From our humble beginnings to becoming a beacon of luxury, each chapter of our history has been shaped by your unwavering support and trust. This issue not only highlights our milestones but also delves into the latest jewelry trends, showcasing pieces that embody timeless elegance and modern sophistication. We are thrilled to share stories of our latest 2024 customers, whose journeys we’ve been privileged to be a part of, from engagements to anniversaries and beyond. Our commitment to community extends beyond our store’s walls. Through charitable events, in-store celebrations, and initiatives supporting local causes, we strive to make a meaningful impact in the lives of those around us. As we embark on the next chapter of our story, we remain dedicated to providing you with unparalleled craftsmanship, personalized service, and a passion for celebrating life’s special moments with you. Thank you for being an integral part of our journey. Here’s to 40 years of brilliance, and to many more to come.
Warm regards,
Danielle Sanchez
SUNDIAL 117 Second Avenue North St. Petersburg, FL 33701 (727) 867-4006
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23
15
CONTENTS 6
21
27
FROM KIOSK TO ICON
5
BEYOND THE RING
20
DIAMONDS DIRECT TIMELINE
8
GARY & DAVID COLLECTION
24
LAB-GROWN DIAMONDS
11
THE BIG DAY GIFT GIVING
26
SLEEK, CHIC, & UNIQUE
12
DIAMONDS DIRECT EVENTS
28
ANTWERP JOURNEY
14
THE FLEXI COLLECTION
32
THE SUNSHINE CUT
15
HOOP, HOOP, HOORAY
33
LOVE STORIES
16
CHEERS TO 40 YEARS
34
AT YOUR SERVICE
18
SUNDIAL COURTYARD
35
12
16
Danielle Sanchez, Editor in Chief Diamonds Direct. Sundial, 117 Second Avenue North, St. Petersburg, FL 33701 • Tel (727) 867-4006 Diamonds Direct Magazine is published through the CBG member program © 2024 Diamonds Direct. All rights reserved. Printed in the USA.
4 • DIAMONDS DIRECT
From KIOSK to ICON
THE
YEAR JOURNEY OF
Diamonds Direct Fine Jewelers in St. Petersburg, FL, is a testament to passion, resilience, and community. Founded by Gary Sanchez in 1984, our beloved jewelry store has grown from a small mall kiosk to a premier destination for exquisite designs and unparalleled service. As we commemorate this milestone anniversary, the rich history and heartfelt stories behind Diamonds Direct shine brighter than ever. It all began when a young Gary sold the gold chain he’d bought on shore to a fellow Coast Guard serviceman. It wasn’t long before word of Gary’s taste in fine jewelry and knack for finding the best values circulated. Soon, his fellow servicemen were asking him to shop for them, giving Gary a glimpse at what could be, once his term ended. With his $2,500 GI Bill in hand, Gary set out on his own, opening a small kiosk in Maximo Mall, which he named Gold & Things. A few veteran friends volunteered to help Gary set up shop, and he started his path to success. Despite lacking retail business experience, Gary quickly picked up key skills from Tom Smith, a Vietnam veteran and the owner of the airbrushed T-shirt kiosk next to Gold & Things. Bestowing upon him all he knew, Tom taught Gary how to handle sales tax, process credit cards, and navigate retail. In those early days, other relationships blossomed, including one with Marty Bayse, a video store owner across the way. After not making a single sale on
his first day, Marty took pity on Gary and handed him his first dollar bill. The next day, Gold & Things made its first sale — selling an $8.00 14K gold lightning bolt charm to Yolanda Pate. To this day, these two moments stick with Gary. That first dollar from Marty hangs proudly in Gary’s office as a reminder of the kindness that encapsulates the community spirit that has fueled our growth for years. It was also in this little kiosk that Gary hired David Santos, a young 15-year-old in need of an after-school job. David
has since worked alongside Gary and his wife, Cheryl, and remains a vital team member as chief operations officer and GIA master graduate gemologist. Throughout his early years at the jewelry store, David maintained a notable career in the boxing industry as “Diamond Dave Santos,” even having fought in venues such as Madison Square Garden in New York and Mandalay Bay in Las Vegas. Back then, it wasn’t uncommon to find David selling diamonds while wearing a bandage or two on his hands and face.
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WE’RE HUMBLED BY WHAT THE LAST 40 YEARS HAVE TAUGHT US AND THRILLED ABOUT WHAT THE NEXT 40 YEARS WILL BRING.
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Undeterred by the setback, Gary implemented strict new store standards and policies. He then flew to Antwerp, Belgium, to personally restock his diamond selection directly from the source — and the name Diamonds Direct was born. This Antwerp diamond-buying trip is a yearly tradition Gary maintains to this day. After more than 25 years of building a strong design portfolio and reputation, Diamonds Direct was invited to move to the city’s newest iconic lifestyle center, Sundial. This was a significant time for the business, as David was inducted into the Florida Boxing Hall of Fame. At the same time, Gary and Cheryl’s daughter, Danielle, left her job at Vanity Fair Magazine in NYC to move back home and design the new store. Using her experience in the fashion industry and inherited interest in design, Danielle created a store with unique jewelry in an inviting, warm environment. Danielle’s older sister, Lauren, soon followed suit, joining the team to assist their mother in handling the vast inventory needed for this new venture. This new location opened in 2014, quickly becoming a premier destination for tourists and locals. The creativity in the store’s design even attracted visitors within the jewelry industry, leading to a Diamonds Direct feature in Instore Magazine. Today, Diamonds Direct Fine Jewelers is a beacon of quality and trust in St. Petersburg. As Gary and Cheryl slowly release their grip on the helm, Danielle, David, Lauren, and the loyal DD team continue to infuse the store with the same passion and dedication they had when this journey began. Each piece of jewelry tells a story, much like the store itself, which has become a beloved fixture in the community, celebrated for its commitment to excellence and a rich, storied past.
When the business was ready to move out of the kiosk, the only available storefront was in a location that industry experts advised against — and disaster struck shortly after moving in. Organized crime adeptly burglarized the new store, leaving Gary, Cheryl, and their two young daughters with nothing but their home. The devastating attack happened in the middle of the night. At the time, the St. Petersburg Times and St. Petersburg Police Department stated this was the largest burglary heist in the city’s history. Word quickly spread across the industry, and critics predicted that the young store would not survive. Among the sea of suppliers demanding immediate payment from Gary for the stolen goods, a few offered help. Most notable was Yariv Har, a young Israeli military friend and diamond cutter. When he heard the news, he walked in the door and handed Gary a briefcase of diamonds. They shook hands, and he said, “Just write down whatever you sell, and we will figure out payment later.” He is still our number one supplier.
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T I ME L I NE
Gary plants roots in St. Pete, being stationed at the local USCG base.
1980
Gary takes what he put into his GI Bill and put it towards a kiosk in Maximo Mall called Gold & Things and sells wooden fashion jewelry and gold chains.
Gary and Cheryl get married and she becomes a fixture of the business and the St. Petersburg community.
1994
Gary makes his first trip to Antwerp to handpick new diamonds for his store. He subsequently renames his store Diamonds Direct.
8 • DIAMONDS DIRECT
Gary moves his store from the kiosk to a storefront in Bay Pointe Plaza.
The store gets massively burglarized by organized crime and prevails against all odds.
1990
2000
David Santos parallels a career at Diamonds Direct while professionally boxing as “Diamond Dave Santos.”
David Santos WINS Featherweight Championship Title.
Gary and Cheryl’s daughters Danielle and Lauren start working at the store during holiday seasons by gift wrapping and checking out customers after school.
2011
David Santos becomes a Graduate Gemologist through GIA.
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Convert our landline to be textable so customers can shop the in-store collection from the comfort of their home and communicate with the team about their repairs during quarantine. Now this is a regular service for us in addition to offering online shopping.
Introduce the Sunshine Cut as our exclusive round cut, maximizing the brilliance of a diamond by eliminating shadows.
We celebrate our 40th anniversary!
David gets inducted into the FL Boxing Hall of Fame.
2010
2020
Introduce lab- grown diamonds as a permanent collection to offer clients.
Start to build new store in downtown St. Petersburg.
Gary is featured on Charley’s World, a live local news seg- ment, featuring our exclusive St. Pete Hook Bracelets.
2014
New location opens at Sundial in downtown St. Pete.
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4 CTW $3,999
3 CTW $2,999
2 CTW $2,499
LAB-GROWN DIAMONDS A BRILLIANT CHOICE
While it may take a moment for many to warm to the idea, lab-grown diamonds have emerged as a compelling option in the diamond industry, offering numerous advantages over their natural counterparts. Created through advanced technological processes, these synthetic gems provide consumers with an ethically sourced, high-quality alternative to natural stones that is both cost-effective and environmentally friendly. One of the most significant advantages of lab-grown diamonds is their accessibility and affordability. Compared to natural diamonds, which are formed over millions of years deep within the earth’s crust, lab-grown diamonds can be produced in a matter of weeks. This accelerated production process significantly reduces costs associated with mining, cutting, and distribution, making lab-grown diamonds more accessible to a broader range of consumers. As a result, individuals seeking the beauty and elegance of diamonds can now obtain larger or higher-quality stones at a fraction of the price, which also makes them an appealing option to more trend- driven styles.
Further, the ethical and environmental considerations associated with lab-grown diamonds make them an appealing choice for socially conscious consumers. The production of natural diamonds often involves environmentally harmful mining practices and labor concerns in certain regions. In contrast, lab-grown diamonds are created in controlled laboratory environments, eliminating the need for destructive mining operations and reducing the impact on local ecosystems. When it comes to quality, lab-grown diamonds offer a level of consistency and precision that can be difficult to achieve with natural diamonds. They possess the same physical and chemical properties as their mined counterparts, ensuring the same brilliance, clarity, and durability. With advanced technology and expertise, manufacturers can produce diamonds with exceptional color and clarity characteristics, meeting the high standards of discerning buyers.
Lab-grown diamonds also offer a unique level of customization. Through advanced cutting and shaping techniques, manufacturers can create diamonds in various shapes, colors, and sizes, catering to individual preferences and styles. This flexibility allows consumers to choose from a wide range of options to suit their specific needs, whether it be for an engagement ring, a pendant, or any other jewelry piece. Ultimately, lab-grown diamonds provide a compelling value proposition compared to natural diamonds by offering affordability, ethical sourcing, environmental sustainability, consistent quality, and customization options. As awareness of these benefits continues to grow, lab-grown diamonds are poised to reshape the diamond industry, making the beauty and elegance of diamonds more accessible to a wider audience while aligning with the values and concerns of the modern consumer.
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At Diamonds Direct Fine Jewelers, we believe that jewelry is meant for everyone to enjoy. Our latest offering, the 1988 collection, is a testament to that belief. Curated by the talented Sanchez sisters, Lauren and Danielle, this exclusive collection invites young women to start their own fine jewelry wardrobes with confidence. “Designed with women in our age group in mind, we named this collection 1988 after the year Lauren was born,” says Danielle. Gratefully, there is no age limit to the clients who favor this new jewelry line. Each piece is priced at $1,988 or under, making it an accessible investment in both style and quality.
SLEEK, CHIC, &
Unique LAYERED DELICACIES In today’s world, less is more, and our delicate necklaces gracefully celebrate this truth. The 1988 line features necklaces with multiple accent drops or statement pendants, perfect for those who love to stack and layer their jewelry. These pieces are designed to drape effortlessly over any neckline, adding a touch of elegance to casual or formal attire. Whether you pair them with a simple blouse or a cocktail dress, they create an understated yet sophisticated look that speaks volumes.
THE 1988 COLLECTION BY DIAMONDS DIRECT FINE JEWELERS
Scan the QR code to explore the entire 1988 Collection
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18KW 0.22ctw Pavé Diamond Heart Necklace $699
10KW 0.25ctw Diamond Clover Fashion Necklace $599
18KY 0.69ctw Diamond Dangle Fashion Necklace $1,699
18KY 0.19ctw Round Diamond Necklace,$599
THE DANGLE HOOP Earrings can transform any look, and the 1988 collection offers a delightful range of options. We’ve reimagined the dangle earring with modern twists and intricate designs. Our dangle earrings add a playful swing to your step, catching both light and attention. Perfect for a night out or an upscale brunch, they provide that extra sparkle and allure. They enhance both professional outfits and weekend getaways. Pair them with a sleek ponytail or loose waves for an effortlessly chic look.
14KY 0.75ctw Lab-Grown Diamond Pear Dangling Hoop Earrings $1,988
18KW 0.52ctw Diamond Ear Climbers, $899
14KY 0.52ctw Diamond Mosaic Ring $1,988
18KY 0.21ct Marquise Diamond Stackable Fashion Ring $899
STACKS WITH PERSONALITY Ring stacking is more than just playful fun; it’s a way to express your personal style. Our collection invites you to mix and match rings for a signature look. Each ring is crafted with precision, featuring delicate bands and statement pieces that complement each other beautifully. Layer them across different fingers for a bohemian vibe or stack them on one finger for a polished appearance. The versatility of our rings lets you transition smoothly from day to night, keeping your style as dynamic as you are.
18KY 0.09ctw Diamond Fashion Ring, $599
18KW 0.19ct Emerald Cut Diamond Stackable Fashion Ring $699
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SOURCING EXCELLENCE FOR THE SUNSHINE CUT RESERVE YOUR DIAMOND TODAY! A NTWERP J OURNEY
In a celebration of precision, passion, and personalization, Gary Sanchez and his daughter Danielle are embarking on a special journey to Antwerp in the spring of 2025. This expedition marks a pivotal moment in our Antwerp trip tradition, as Gary will be training Danielle with intentions to have her pursue the yearly trips from now on with David. Gary initiated his Antwerp trips about three decades ago. Fueled by a deep- seated passion for diamonds and a keen eye for quality, Gary recognized early on that Antwerp, as the diamond capital of the world, held the key to sourcing exceptional diamonds that would elevate his store’s selection to unparalleled heights of brilliance. Antwerp’s renowned diamond district became Gary’s second home—a place where he forged lasting relationships with reputable ethical suppliers and honed his expertise in diamond selection. Each trip to Antwerp became a quest for perfection, as Gary meticulously handpicked diamonds that met his rigorous standards. The diamond cutters even nicknamed him Le Dificil, meaning “The Picky One.” This next trip with Danielle will be solely dedicated to sourcing diamonds that possess the fire and brilliance worthy of the Sunshine Cut.
We will meticulously select diamonds that meet our high standards and strict parameters. These diamonds will then undergo the transformation into our signature Sunshine Cut—a process that enhances their brilliance and fire, elevating them to a new level of radiance.
WHAT DOES OUR TRIP MEAN TO YOU?
As we celebrate 40 years of brilliance at Diamonds Direct, we invite you to join us on this remarkable journey. Scan the QR code, embark on a personalized diamond quest, and discover the unparalleled allure of a Sunshine Cut diamond— crafted with love, chosen with care, and destined to shine forever.
For clients seeking a truly bespoke experience, Diamonds Direct introduces a unique opportunity to participate in this journey. By scanning the QR code on this page, clients can effortlessly connect with us, submitting their request for a Sunshine Cut diamond sourced directly from Antwerp. Whether it’s for an engagement ring, an anniversary gift, or a cherished moment of love, each diamond chosen on this trip will carry the essence of dedication and devotion, tailored specifically for YOU. “We believe in creating meaningful connections through our diamonds,” says Danielle Sanchez, whose creative vision and passion for design infuse every aspect of the Diamonds Direct experience. “This journey to Antwerp is not just about sourcing diamonds; it’s about curating an unforgettable symbol of love and commitment.”
“Our commitment to excellence drives every facet of our business. By personally selecting diamonds in Antwerp, we’ll ensure that each of these Sunshine Cut diamonds embody the highest standards of craftsmanship and beauty.” GARY SANCHEZ
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Outshine the Rest with a Sunshine Cut ®
At Diamonds Direct, we know that selecting the perfect diamond is about more than just the stone—it’s about the experience. Imagine the moment—the soft glow of candlelight, a gentle breeze carrying whispers of love, and in the center of it all, a diamond that shines as brilliantly as the Florida sun. This is the magic of the Sunshine Cut, a diamond we’ve crafted to capture not just more light, but the very essence of joy and romance. For brides everywhere, this isn’t just a diamond; it’s a declaration of forever. The Sunshine Cut is more than just a gem; it’s a 97-facet marvel that redefines brilliance. Gary and David hand-select the diamonds chosen to become Sunshine Cuts. Then, true diamond artisans take a perfectly round 57-facet “Triple X” diamond, meaning excellent in all grading categories, and add 40 extra facets, eliminating shadows and ensuring the diamond shines with unmatched fire and brilliance. With each delicate move, the Sunshine Cut diamond catches the light perfectly, becoming the direct reflection of your love story. This extraordinary brilliant cut is exclusive to Diamonds Direct and the jewelry is handcrafted right here in Florida using these diamonds of the highest color and clarity. This patented cut symbolizes our commitment to excellence, just as your ring symbolizes your commitment to each other. Whether you’re preparing to say “yes” for the first time or celebrating years of happiness, let the Sunshine Cut be the symbol of your journey. So, we invite you
to stop by, savor the moment, and let our friendly staff guide you through this unforgettable journey. We want you to feel satisfied and elated, knowing you’ve chosen a ring as radiant as your love. After all, love deserves to shine its brightest. Want a hand-selected Sunshine Cut? This spring, we’ll be traveling to Antwerp, the diamond capital of the world, to select a new assortment of diamonds. Scan the QR code on page 14 to learn how we can hand-select a new diamond especially for you.
THE ROUND BRILLIANT
Standard Traditional Cut 57 Facets No Patents Good Cut
Modern Cut 97 Facets
Trademarked & Patented Modified Excellent Cut Cut In Florida
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IT IS OUR PRIVILEGE TO HAVE PLAYED A ROLE IN YOUR BIGGEST MOMENTS Love Stories JOHN & DESIREE
In honor of John & Desiree’s 30th anniversary we helped the couple create a beautiful new ring to celebrate the occasion.
The couple opted for a timeless five-stone ring featuring a 3ct oval center made in 14k white gold.
JIMMY & LAURA Jimmy and Laura have a swoon- worthy friends-to-lovers story. New to the area, we’re honored they chose us as their jewelers.
Jimmy proposed with a breathtaking 4ct round center diamond set into a shimmering 14k white gold hidden halo engagement ring.
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RYAN & JADA Ryan and Jada exchanged vows in an intimate elopement ceremony on the water this summer.
Jada shined in a 1.50ct oval diamond set on a delicate pavé diamond band in 14k yellow gold, perfectly paired with a three-row diamond eternity band.
JONNY & KATIE Jonny proposed to Katie in Siesta Key, FL with a custom ring after being referred to us by his sister.
Jonny proposed with a stunning east-west set 2ct emerald-cut diamond ring, accented with baguette diamonds along the band.
This timeless 14k yellow gold solitaire with a 3ct oval diamond perfectly matches Megan’s classic style.
STEVE & MEGAN Steve designed Megan’s dream ring and sealed the deal with a romantic photoshoot at Straub Park in downtown St. Petersburg.
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AT YOUR SERVICE:
Committed to Every Facet of Your Journey
At Diamonds Direct, we understand that your jewelry and watches are not just accessories; they are cherished symbols of precious moments and memories. Our state-of-the-art jewelry and watch repair professionals are ready to provide you with a world-class service experience to preserve the beauty and longevity of your timeless treasures. And when it comes to custom jewelry, our craftsman can create one-of-a-kind heirlooms you’ll cherish forever. Need an appraisal? We have you covered. Need something engraved? We can take care of it. At Diamonds Direct, our people are here to help with all your jewelry needs.
COMPREHENSIVE JEWELRY REPAIR Our jewelry repair services encompass various specialties to cater to your unique needs. From jewelry restoration and ring resizing to stone setting, pearl restringing, and bracelet repair, we handle every task with precision and attention to detail. Our in-house services extend beyond mere mending; they breathe new life into each piece, restoring them to their original glory. Our artisans are known to revive heirlooms with the same devotion as one would give a timeless masterpiece. And that’s merely the tip of the iceberg; our expertise encompasses a plethora of services designed to meet all your jewelry needs.
CUSTOM DESIGNED FOR YOU Do you have a vision for a one-of-a-kind necklace? Perhaps your soon-to-be bride envisions an engagement ring as unique and special as she is. No matter your imagination, Diamonds Direct can create it. The process begins with a one-on-one meeting where we’ll discuss your ideas and create a simple sketch that brings your vision to life. From there, your sketch becomes a digital design using Computer Aided Design (CAD) technology. This gives you a 3D look at your piece, allowing you to request any tweaks or adjustments before moving on to the next stage, a wax mold. The mold is used to cast your piece in the metal you’ve chosen. Here, the real magic begins, and this is where the expertise of our master goldsmiths shines. Once your unique design is cast, our artisans hand-finish the metal, ensuring every curve and edge meets our high-quality standards. Finally, the jewelry gets its finishing touches when our master stone setter carefully places each gemstone or diamond.
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WE VALUE YOUR JEWELRY Your jewelry is precious, and our appraisal services offer more than just a valuation; they provide peace of mind anchored in expertise and precision. Each appraisal is a thorough assessment of your jewelry, meticulously conducted by our GIA Graduate Gemologist. Whether you seek an examination for estate planning or insurance purposes, you can rest assured that our evaluations meet the highest standards of accuracy and professionalism. With Diamonds Direct, you don’t just get an appraisal—you receive a trusted assessment that empowers you to make informed decisions about your treasured pieces.
ENGRAVE A MESSAGE
Want to add a touch of personal elegance to your jewelry? Our engraving services can help you do just that. Using precise tools and a keen eye for detail, our expert engravers carefully etch your chosen words or designs, transforming your piece into a unique keepsake. From love notes on the inner band of a ring to special dates on the back of a watch, engraving adds an irreplaceable layer of personal significance, elevating your cherished items into timeless heirlooms.
IT’S ON THE HOUSE
As a Diamonds Direct customer, we extend our exceptional services beyond your purchase. Enjoy peace of mind for years to come with our free jewelry inspection, where each piece is examined for any wear or potential issues. Our complimentary jewelry and watch cleaning also employs specialized techniques to remove debris, restore shine, and ensure the longevity of your cherished items. With these value-added services, we aim to maintain not just the quality of your jewelry and watches but also the trust you place in Diamonds Direct.
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Beyond the Ring
JJ & JULIA
Julia’s grandmother gave her a new pearl every year for her birthday to add to her add-a-pearl necklace. For her wedding day, we restrung those pearls to create a beautiful new strand. Julia also gifted her mother a yellow gold bracelet with pearls as a continuation of the symbolism pearls played in their family.
pearls having a moment
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Diamonds Direct goes above and beyond to help couples make their BIG DAY , and the events surrounding it, a success.
The exchange of the rings is the center of the union, but curating the bride’s jewelry in a way that completes the vision she has for her wedding day creates a special and lasting impression.
At Diamonds Direct we go beyond the ring and help you curate your unique look for this one-of-a-kind moment in your life.
Jami and Michael got married in an intimate ceremony in Paris, France. We custom made multi-shape diamond drop earrings for her rehearsal dinner, which also happened to be her birthday! She wanted to liven up the round diamond studs for the wedding day, so we designed marquise jackets that mimicked the leafy rhinestone motif on her dress. Diamonds Direct also custom made the engagement ring with diamonds on all sides of the shank, known as a part of our Seamless Collection. Her emerald eternity band added asymmetry to the ring, completing her bridal set. His Simon G. designer wedding band also featured diamonds on the sides, as a nod to Jami’s engagement ring. JAMI & MICHAEL
love + luxury
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LUKE & KAYLEE
Kaylee’s V-shaped wedding band framed her marquise engagement ring beautifully. The way a contoured band can follow the shape of a diamond always makes for an elegant attribute to the engagement ring. The organic design of the freshwater pearl drop earrings she wore for her big day subtly complemented the layered look of her wedding dress. Without overwhelming her double strand of pearls, they still made enough of a statement to peek through tendrils of hair throughout the celebration.
iconic diamonds and pearls
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MICHELLE & PATRICK
Michelle’s love of all things sparkly played out in a big way for her big day! With her gown, she wore a full diamond necklace and one of our Diamonds Direct Flexi Collection diamond bracelets. Then, after the ceremony, she turned it up a notch by entering the reception in a beautiful dress full of shimmer and shine, adding to the sparkle of her diamonds and perfectly complementing the bride and groom’s smiles.
all about diamonds
Make your big day unforgettable and create lasting memories through symbolic jewelry we can curate for you!
Call Diamonds Direct to make a complimentary styling appointment with Danielle.
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THE GARY & DAVID COLLECTION
Not all rings are crafted the same. This is why each of our men’s bands reflect the quality, artistry, and experience of the master craftsman. Our Gary and David collection features creations that combine precious metals with high- end technologies. We are proud to manufacture our collection in North America, where ongoing inspiration and innovations continue to earn our designers their reputation as a leader in the wedding band industry.
Our mission is to offer a masterfully crafted assortment of wedding bands. And our commitment is to only utilize ethically sourced materials. In compliance with the United Nations resolutions, the diamonds and gold used to create each and every Gary and David band have been purchased from legitimate conflict-free sources.
$149 Tungsten
$149 Tungsten
$1,499 Two-Tone 14K Gold
$149 Tungsten
24 • DIAMONDS DIRECT
25 • DIAMONDS DIRECT
the
Big Day Giving
Gift
A
As the jewelry store is the first step of a couple’s journey to the altar, we often take on the responsibility of teaching them about the role that gift giving has on their wedding day. Showing gratitude to not only their soon-to- be spouse, but also their parents and bridal party is a longstanding tradition. One of our DD couples focused their gift giving on jewelry. Lauren and Michael tied the knot in an intimate winter wedding in Colorado and their thoughtfully crafted gifts warmed the hearts of their friends and family. Lauren and Michael chose to give their mothers matching diamond bracelets as a way to honor them as mothers and also signify the joining of the two families.
When it came time for Michael to choose a wedding day gift for Lauren, he knew he wanted to surprise her with the same bracelet. When Lauren gained a sister-in-law a few months later, she gifted her the same bracelet on her wedding day. We love the way Lauren and Michael started a gifting tradition for the women of their family.
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Despite Michael’s jewelry wardrobe being entirely silver, he surprised himself by choosing a yellow gold wedding band. Keeping to the theme of the bracelets, Lauren bought him a gold bracelet that he could wear to match his new wedding band. Bracelets make great gifts because as the person wears the piece, they get to enjoy seeing it. While necklaces and earrings are also timeless gifts, there is something instantly gratifying about looking down and seeing the gift from a loved one on your own wrist.
The bride gifted each bridesmaid a Dani Designs bangle (along with other goodies and heartfelt personalized notes). Lauren wanted her bridesmaids in yellow- toned jewelry, so DD offered to style the bridesmaids’ other pieces. The most popular piece was the starburst necklace, shown here on Kiersten.
Lauren was very surprised when Michael proposed as we custom-made Lauren’s engagement ring without any of her input. We went off of what we knew from her personal style—and Michael’s intuition. Since she loves layering her jewelry, we designed a solitaire engagement ring so she can bling up the stack with as many wedding bands as she’d like. Michael’s wedding band was made by hand. He is a fan of organic and imperfect jewelry, so we delivered a matte hand-hammered ring that looked naturally weathered. On her right hand, Lauren’s “something old” was her mother’s heirloom ring. After removing the center diamond from the ring, we left the negative space untouched for a creative way to give the ring dimension.
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NOVEMBER 6, 2024 Simon will again be our guest of honor in the store! events
SIMON G. TRUNK SHOW We were thrilled to host the acclaimed jewelry designer Simon G. at our downtown St. Pete store, offering guests an intimate shopping experience with a vast selection of his pieces, alongside bubbles and charcuterie. NEXT SIMON G. SHOW:
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events
BEAUTY & BLING In honor of Mother’s Day, Diamonds Direct hosted a glamorous Beauty & Bling event where guests shopped for beautiful jewelry gifts while enjoying Botox with Glow St. Pete, spray tans with BLB Luxury, and a build-your-own flower bar. The event also featured delicious treats and a gift basket giveaway highlighting other locally-owned women’s businesses including: Thorpe Chiropractic, Christina Louise Photography, Olivia Poppy Salon, Ashe Couture, Canvas, and Crème Bakery.
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events
HOLIDAY PARTY Our annual Diamonds Direct holiday party is always a much- anticipated event! Last year’s festivities included a balloon arch, pasta bar, charcuterie board, and a signature “Berry-Merry Bling” cocktail! Piyaro Jewelry was also on hand with a Trunk Show of their Italian silver and 14K fine jewelry collection.
PRIVATE EVENTS Diamonds Direct also hosts private shopping events tailored for girls’ nights, charity fundraisers, brand ambassadors, and partner organizations. These events offer a personalized, intimate shopping experience with unique perks and curated selections.
Tierra Verde Women’s Private Shopping Event
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events
COMMUNITY INVOLVEMENT Over the last 40 years, the Sanchez family has made it a priority to
give back to the local community. We’re always willing to dedicate our time and resources to the causes closest to our hearts. Featured here are some photos from fundraisers throughout the years, yet there are still many special organizations not pictured. We appreciate all of the clients who support us and always do our best to support their causes, too.
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TWIST AND SHINE INTRODUCING THE FLEXI COLLECTION
Diamonds Direct Fine Jewelers proudly unveils our latest innovation in luxury jewelry: the Flexi Collection. Designed to marry elegance with comfort, these exquisite diamond bracelets represent a reinvention of the classic tennis bracelet, blending sophistication with modern versatility. Crafted from 14 karat gold with hidden titanium springs between each link, the Flexi Collection offers a unique fusion of form and function. Unlike traditional bangles, which can sometimes feel rigid or restrictive, the Flexi Collection boasts a tennis-bracelet-like flexibility that adapts effortlessly to the wrist. This innovative design not only enhances comfort but also allows for a seamless transition from day to evening wear, ensuring that each bracelet remains as comfortable as it is glamorous.
“Our goal with the Flexi Collection was to redefine what a diamond bracelet can be,” says Danielle Sanchez, CBO at Diamonds Direct. “We wanted to offer pieces that embody both luxury and ease of wear, empowering our clients to effortlessly elevate their everyday style.” The collection offers classic line bracelets, stylish gold bracelets, or even double row bracelets giving the look of two stacked bracelets. Discover the Flexi Collection at Diamonds Direct Fine Jewelers—a celebration of timeless beauty and modern sophistication, designed to complement every moment.
14KW Diamond Floral Flexi Bracelet $1,199
14KW Scattered Diamond Flexi Bangle Bracelet $1,399
14KW 6.50ctw Double Row Diamond Flexi Bracelet $8,500
14KY 0.33 Diamond Flexi Bangle Bracelet with Mother of Pearl $1,699
14KY Mother of Pearl Diamond Flexi Bracelet $1,699
14KY 5 Diamond Flexi Bangle 1.50ctw Multi-Shape $4,995
14KY 1.38ctw Diamond Flexi Bracelet $2,295
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hoop, hoop, hooray ADVENTUROUS HAS BECOME SOPHISTICATED
Earrings have been around for over five millennia. No less than five different styles of hoop earrings adorned the ears of Canaanite women 3,200 years ago, long before minted coins were invented. Even the oldest mummy uncovered was found sporting a fine pair of studs. Some of the most fascinating tales include hoop- sporting characters of legend and romance.
Mysterious and undoubtedly
From the classic smooth
Hoops say something about us very few other accessories know how to say: that we are adventurous and confident, as our elegance has its own story and history. That we’ve had our firsts and remember them with gusto. That being the sophisticated women we are today took some flair and courage; it took some jumping through hoops as well.
sexy, the first thing hoop earrings bring to the modern mind is the fact that they embody the adventurous spirit of the pirates (oh, so charmingly dangerous) and of the gypsy women (oh, so elegantly exotic). Both used to wear hoops as a mark of their travels and voyages, as a celebration of their firsts.
gold hoops, diamond- encrusted, round, oval, square, or freeform; to the twisted, cable, oxidized, or confetti look; avant-garde or vintage style, the hoops are not a whim or a fad. They are a bold and edgy fashion statement here to stay, with no age, face shape, design preference, or personal style limitations.
WEARING HOOPS SAYS: LIVED IT, LEARNED FROM IT, LOOK FORWARD TO THE NEXT EXPERIENCE.
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Raise a
glass to
For four decades, we’ve commemorated your special moments in big ways. Now, we’re commemorating our own with two hand-picked wine selections from DAOU Vineyards — Gary and Cheryl’s favorite California vineyard — making your shopping experience with Diamonds Direct even more memorable.
2021 DAOU Reserve Cabernet Sauvignon (96-Points)
With its deep purple-red hue, the Reserve cabernet sauvignon offers an aromatic blend of black fruit, pomegranate, and hints of mocha. As the wine opens, notes of clove, nutmeg, and vanilla emerge. Its rich flavors of red fruit and chocolate- covered raspberry make each sip a lavish experience.
So, come, raise a glass to 40 sparkling years and enjoy a bottle from our 40th Anniversary DAOU Vineyards collaboration.
From Celebration to Aeration Enjoy Each Glass With a Philip Stein Wine Wand. Ready to enhance your DAOU wine-sipping experience? Open up all the flavors like a true sommelier with the Philip Stein Wine Wand. Adorned with Swarovski crystals, this elegant tool uses natural frequencies to attract oxygen and aerate wine swiftly, enhancing flavors and aromas in minutes, rather than the hours of decanting we’re used to. Simply use the wand to aerate a glass of wine in 2-5 minutes or a bottle in 5-30 minutes, depending on age. Perfectly paired with your complimentary DAOU bottle from Diamonds Direct Jewelers, this wand brings sophistication and a touch of magic to your wine ritual.
2021 DAOU Discovery Chardonnay (91-Points)
For white wine lovers, the Discovery chardonnay is a refreshing treat. Its bouquet of juicy pineapple, pears, and lemon chiffon, along with a silky finish of peach and green apple, mirrors the elegance of our finely crafted jewelry. Tropical notes of mango, guava, pineapple, and kiwi perfectly represent our love for the Sunshine City in wine form.
Book a shopping appointment at Diamonds Direct, discover your next perfect piece of jewelry, and receive a complimentary bottle of DAOU wine. As a little something extra, we engraved a special message to our valued clients on each bottle.
Here’s to 40 years of brilliance and many more of creating unforgettable moments together. Cheers!
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Sundial Plaza, a vibrant hub in the heart of St. Petersburg, is thrilled to announce the upcoming opening of its newly renovated courtyard. The courtyard renovations are set to redefine the concept of community space in the area. Boasting a harmonious blend of modern aesthetics and cozy charm, the revamped courtyard is designed to be a welcoming oasis for both locals and visitors alike.
The vision driving the transformation of Sundial Plaza comes directly from the owners’ dedication to nurturing a vibrant community hub. Through revitalizing the courtyard, their goal is to establish a lively environment where individuals can unite, unwind, and participate in an array of services, shopping, dining experiences, special events, and engaging activities throughout the year. Sundial Plaza’s thoughtful design is sure to make it a favorite spot for everyone. The opening signals the start of a thrilling new era for this iconic St. Petersburg gem.
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