Diamonds Direct Opens Store in Atlanta

Atlanta—Diamonds Direct, a direct-to-consumer Signet banner, has opened its first showroom in Georgia. 

The store is located near Buckhead Village, an area featuring high-end dining and shopping, at 3225 Peachtree Road NE.  

It will offer loose and mounted diamonds, as well as fashion jewelry, engagement rings, timepieces, and more.  

This store, like other Diamonds Direct locations, will offer shoppers a lifetime warranty and complimentary services following a purchase, including maintenance, tightening, cleaning, sizing, and appraisal. 

It will also continue the brand’s lifetime upgrade offering, allowing customers to trade in an original engagement ring, solitaire diamond pendant, or diamond stud earrings and apply 110 percent of the original purchase price towards an upgrade to a different size, quality, or shape.  

“Atlanta has been on our radar for some time now, and Buckhead’s business climate made it a natural fit for Diamonds Direct,” said Dovy Klarberg, partner and president south of Diamonds Direct. 

“We see significant opportunity in the greater Atlanta area, and we look forward to becoming part of the community as we introduce our white glove experience to the market.” 

Ken Hallman, store manager of Diamonds Direct Atlanta, and the Atlanta team hold deep roots in the city, the company said. 

The new store plans to develop local connections aligned with the company’s mission of social responsibility and community stewardship, it said. 

It will work to partner with organizations such as the Ronald McDonald House Charities and CURE Childhood Cancer. 

“Atlanta is home to an incredible network of nonprofit organizations, and we look forward to contributing Diamonds Direct’s support to causes that are meaningful to the local community,” said Daniel Waters, general manager of the Buckhead location. 

Diamonds Direct supports both local and national organizations, including the American Heart Association and the American Cancer Society, and it has raised hundreds of thousands of dollars for charitable causes since its inception, according to the company.  

Diamonds Direct, headquartered in Charlotte, North Carolina, was founded in 1995. 

The company was acquired by Signet Jewelers in 2021, with the jewelry giant citing the draw of Diamonds Direct’s extensive bridal offerings and appeal to a younger demographic. 

At that time, it was operating 22 stores.

The Atlanta store will be its 33rd location, according to the Diamonds Direct website.

Diamonds Direct accounted for 6 percent of Signet’s consolidated sales in fiscal 2024, as well as in fiscal 2023, according to its annual report. 

The company said it can hold showroom inventory equal to 30 traditional jewelry stores, a feature it attributes to its direct-to-consumer model. 

The Atlanta showroom is open Monday to Friday from 10 a.m. to 7 p.m. and Saturday from 10 a.m. to 6 p.m.