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.
7 • DIAMONDS DIRECT
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