Diamonds Direct

Diamonds Direct in Edina is truly a gem. From the moment you walk in, you can feel the warmth of a family-run business. The entire staff is passionate about what they do and it shows—they genuinely care about their clients and go above and beyond to make the experience special. Their knowledge, patience, and enthusiasm made the process not only easy but enjoyable. It’s rare to find a place where you feel both valued and understood, but Diamonds Direct delivers on both. Highly recommend to anyone looking for quality, integrity, and exceptional service.

Diamonds Direct goes above and beyond with exceeding expectations in all things jewelry! Their staff is incredible with their personalized service for finding just the right stone and setting while providing a multitude of options. I had a variety of pieces that I brought in w different needs and they made the process so simple with the best prices around! I had a wedding band, a solitaire diamond and an earring to be worked on. John III and his team gave me the option of consigning my solitaire diamond which had never been an option with other jewelers and made the transaction seamless. The wedding band was made into a cocktail ring and again exceeded my expectations with their craftsmanship and range of options. I had diamond earrings that I had purchased years before from them and unfortunately lost one. They were able to match the stone and the setting identically. If you are looking for a phenomenal jeweler, this is your place!

They did an absolutely incredible job on my engagement ring. They worked so well with my Fiancé to get the custom ring finished in time for him to propose the weekend my grandfather would be traveling up to see us. We are so grateful that he could be there when we got engaged. The ring is absolutely gorgeous, and from what my fiancé told me, they did such a wonderful job on working with him to stay in budget, yet provide me with a stunning ring. We will no doubt be returning for our wedding bands. Thank you so much! (enjoy our dog in the background of the photos)

My wife recently had a milestone birthday and I determined it was time to upgrade her engagement diamond. John and Maria could not have been more helpful in presenting options and providing suggestions for presentation of the ring to my wife. Their undivided attention made both of us feel special. Highly recommend.

What an incredibly smooth and quick process! I just recently purchased an engagement ring from Diamonds Direct and, even with living a few states away, was so impressed by the communication and promptness throughout it all. John set up a video call to look over options and afterwards, was very reachable, regardless of shop hours. It was only 12 days between order, payment, and receiving the ring! Thanks again John and all others involved!

John, family and everyone at Diamonds Direct are the best. They treat you right and have amazing jewelry.

Edit: I wanted to add onto my review because we have purchased more jewelry from them. Never in my life in any industry have I gotten the kind of customer service you receive from Diamonds Direct. They are truly one-of-a-kind, and it is highly unlikely I will ever buy jewelry from another source. Diamonds Direct is one of the most impressive businesses I’ve ever worked with. John III and John IV and the entire team are some of the most talented, trustworthy individuals in the business. They helped me design a custom engagement ring from the ground-up that my fiancée loves, and it will be clear from your first interaction with them that not only are they 100% trustworthy but they have your best interests at heart. Even if you’re not local to Minnesota, I’d still highly recommend them to anyone who needs jewelry of any kind. It simply does not get better than Diamonds Direct.

20 years ago Diamonds Direct made my engagement ring. We came back this year with an idea for anniversary bands. The bands were made within our budget and quickly too. Absolutely gorgeous! Dana was such a pleasure to work with!

I was searching for a good sized, quality diamond for an engagement ring. I called Diamonds Direct and they were able to arrange for me to look at variety of loose round stones in the carat, color, clarity and price range that I was looking for. The service was great. They allowed me to select the diamond I wanted and, since they had a goldsmith on staff, they were able to mount it on a simple gold ring relatively quickly so that I could proposal to my now fiance over the holidays. I had looked at a couple other outfits in the Twin Cities that offered loose stones, but they were not able to match the size, quality and price of Diamonds Direct.

Went on for an updated jewelery appraisal. The process went very well and the staff communicated very well. We had an appointment and we were promptly helped when we entered the store.

it was easy for me to make an appraisal appointment. The appraisal was done while I watched and took less than twenty minutes. I had a written, signed appraisal that day for my insurance company.

Service has never been the same seen the ownership had been hadenover. I guess being arrogant is more important to some people than making that customer happy. My family have been coming to Diamonds Direct for over 40 years. Now we are done! All because of Arrogance!!

Great experience at Diamonds Direct in Edina. The staff was friendly and helpful. Their display of jewelry (and especially rings) is creative and beautiful. Many unique styles to choose, along with a creative team to help make your own custom design. Diamonds Direct was recommend to me for appraisal purposes. They were very friendly and approachable. Thanks, John and John!

I've needed to appraise my jewelry for insurance for years. I'd called another jeweler last dyers and had been turned off by the cold attitude, price ($100 a piece) and turn around time (1 week). John was so warm and friendly on the phone, explained exactly what to expect (first piece was complimentary and the remainder $35 each), and said they could see me the same day. They were welcoming, cleaned all my pieces for free, and it only took about 10 minutes. There was no pressure to sell. I'm so glad I went here!

My husband and I live in San Diego, but still we used Diamonds Direct for our wedding and engagement rings. John Jr designed my engagement ring with a stone from my husband's family heirloom, a Masonic ring from the 60's. It is absolutely perfect, with meticulous detail and engraving on the inside. If I wanted to create my perfect engagement ring, I would have pictured what John made (it was a surprise to me). John consulted with my husband and his mum to create this perfect, beautiful ring. Next came our wedding rings, and the natural choice was Diamonds Direct. My husband isn't too good at this sort of thing but he wanted a black ring. John advised him that it would be better to black rhodium plate a gold ring and that way it can be worked on for the rest of his life, rather than having an alternative metal ring that can't be resized and so on. John ended up designing my husband Adam's ring from scratch, with very little input from Adam who didn't know how to pick what he wanted. John created an absolute masterpiece that suits my rugged husband perfectly, he is an outdoors man and John created this beautiful ring that incorporates the look of both water and land. He helped me find a wedding band that perfectly compliments my engagement ring. Adam measured his finger incorrectly, so when his ring arrived, it was too small! Our wedding was the next week, so John shipped a replacement ring for the wedding and went to work on resizing Adam's. I don't even know how he did it - the ring was engraved and had so much detail, but care back absolutely perfect, as if untouched, and fit Adam perfectly. In addition to his insane skill level, John is just a tremendous person with a big heart and a passion for his craft AND making people happy. We would never go anywhere else!

Summary: Diamonds Direct modified my ring without asking me. I brought my engagement ring (a family heirloom) in for a resizing and a quote on a modification. I just wanted to know how much this particular modification would cost. Diamonds Direct made the modification without my permission, and of course charged me for it. I did not end up paying for this modification, and I do like the way the ring looks now, but the craftsmanship of the jeweler does not make up for the fact that a modification was performed on my ring without my permission. While the employees are friendly, and the services performed on my ring were satisfactory, I cannot in good conscience recommend anyone bring their priceless jewelry here due to this level of carelessness.

I love this place. Dana made engagement ring shopping as easy as possible for me, helped me design a custom ring and pick a great diamond. Since my engagement, I've made other purchases of outstanding quality and I'll continue to use this for my diamond needs. Extremely pleased with the service, support, and prices.

The team at Diamonds Direct helped me create the perfect engagement ring for my fiance! They were so easy to work with and created a perfect custom engagement ring for my fiance at a great price. I also appreciate how easy they made it to ship the engagement ring to me as i don't live in Minnesota. I'd highly recommend going to Diamonds Direct for any jewelry needs!

I called approx half a dozen places in order to find out what the jewelry I had inherited was was worth, if anything at all. Out of the 6, this was the only place that sounded interested at all in helping me. John, who I spoke with on the phone, also helped me in the store. He was about as helpful as I could have asked for. They gave me a free appraisal, and received a happy and satisfied customer from here on out!

I came to Diamonds Direct knowing nothing about them at all. I had received a coupon from my insurance company to get a free insurance appraisal on one jewelry item. So I made an appointment and showed up to have an heirloom ring appraised for insurance purposes, and I must say, they were exceptional in their service. Maria was highly competent in examining the ring and diamond and providing an appraisal in short order with no fuss. Then, we began talking about an upcoming trip my husband and I are taking to Greece, and both she and John were so gracious in our conversation, giving me some great travel tips. It was obvious they were invested in me, as a person, and not just me as a customer. When I have further jewelry needs, I'll be heading back to them (besides, I'll need to bring back the travel map of Greece they lent me, bless their hearts!)

Diamonds Direct facilitated the re-creation of my unique vintage sapphire and diamond engagement ring and new matching wedding band. My husband's band was also purchased through them. Beautiful, quality rings. Knowledgeable staff. Highly recommend!

Diamonds Direct was a fantastic place to buy an engagement ring. John helped me through the whole process and feel I got a great value compared to other shops around town. I'd highly recommend Diamonds Direct.

Came here to get my ring appraised with my future husband.. The costumer services was below substandard. The man doing the appraisal said my ring was terrible quality and hoped my fiancé didn't pay that much for it. He proceeded to "bust" out his best diamond and continued to belittle my 1.5 carat diamond ring compared to his diamond.. Then there was a knock on the door, he asked kindly, "could you get that", which I thought was strange.. He was also very persistent in wanting to know how much my fiancé paid for the ring, I ended up walking away, and he said "oh, I didn't know it was a big secret." He ended up appraising it for 3,200 dollars less than what we got it appraised for somewhere else. I conclude, it was a very uncomfortable situation, especially when getting engaged should be a happy experience, I would not recommend for someone to get their jewelry appraised here.

The staff at Diamonds Direct was amazingly helpful. They had a lot of knowledge about their jewelry and I would refer all of my friends to their location. Free parking was also a bonus. They also did free appraisals. I enjoyed their small family owned touch too! A+

Let me preface this by saying I am a hairstylist and I talk to 20-30 people per week, so when my now husband and I were getting married last year I naturally asked all of my clients for their opinion on where to get wedding rings. There were a lot of recommendations but the one that kept coming up over and over again was Diamonds Direct. It's a local small business that has clearly gone above and beyond in service for so many people. John and Kristina were an absolute pleasure to work with, very knowledgeable and straightforward, but also creative and took my interests and opinions into account. (even when I went back a week later to change out the diamond I had originally picked! I can be a bit indecisive...) anyone looking for a personal experience, and/or to have something created especially for them should totally check these guys out!

Great experience! Would recommend Diamonds Direct to any of my friends or family looking for an engagement ring. Kristina was able to help me through the entire process and my fiancee absolutely loved the ring.