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.
5 • DIAMONDS DIRECT
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