PodcastsJan 12, 2026
The latest poscasttest
MajorsMar 02, 2018
Diamonds Direct Opens First Ohio Store
It’s in Columbus and is the 15th location for the chain overall.
The Diamonds Direct store in San Antonio, Texas. The retailer had 10 stores at the end of 2016, opened four in 2017 and just added its 15th this week with the opening of a new store in Columbus, Ohio. (Photo ©Cindy Kelleher)
Columbus, Ohio--Diamonds Direct announced this week it has opened its 15th location, which is also its first store in Ohio.
The store is located in the state capital, Columbus, on Polaris Parkway near the Polaris Fashion Place mall.
Tery Vari, an Ohio State University graduate, is returning to his hometown to oversee the new store after nearly seven years as the general manager of the Diamonds Direct in Virginia Beach.
He will be supported by Diamonds Director Senior Vice President Barack Henis.
According to National Jeweler’s 2017 State of the Majors report, Diamonds Direct had 10 stores as of the end of 2016. The chain opened four stores last year, bringing its total at the end of 2017 to 14.
The company ranked No. 29 on the list of $100 Million Supersellers, with an estimated $180 million in jewelry and watch sales in 2016.
In an interview for the State of the Majors analysis story, the retailer’s CEO, Itay Berger, talked about his philosophy when it comes to opening new stores and staffing them.
He said his biggest concern isn’t online competition; it’s delivering the right experience to customers who come into his stores.
“Our basic assumption at Diamonds Direct is, no one really wants to buy a diamond online. It’s up to you and what you do with that customer [when he or she comes into the store], and how much you are willing to listen and find a way to make it happen for him or her,” he said.
“I think what keeps me up at night is, really, having the right people on the floor, in the back office, in the shop, at the front desk. That’s the key in retail. If you have the right people to take ownership and care, you’re going to be successful.”
Diamond Direct was founded in 1995 and is headquartered in Charlotte, North Carolina. The retailer’s 15 stores are spread across 11 states.
Editors' Picks
Sponsored by
More on Majors
The Latest
Weekly QuizOct 03, 2024
This Week’s QuizTest your jewelry news knowledge by answering these questions.
PodcastsJan 12, 2026
Introducing My Next Question, the PodcastA monthly podcast series for jewelry professionals
Brought to you by
Navigating Cybersecurity: Essential Guidance for JewelersFrom protecting customer data to safeguarding inventory records, it's crucial to learn how to tackle cybersecurity challenges.
PodcastsNov 27, 2025
Test Podcast With VideoTest Podcast With Video. New interview with Ada Lovelace.
PodcastsNov 25, 2025
Test New Podcast PostAbstract for tests. New Podcast interview with John Lennon, Jimi Hendrix and Jim Morison.
ColumnistsOct 09, 2024
Peter Smith: 7 Things to Know When Selling LuxuryAhead of the holiday season, Smith delves into the often subconscious reasons people buy luxury products for themselves or their loved ones.
AuctionsOct 09, 2024
Rolex Worn on Apollo 14 Mission Up for SaleThe GMT-Master “Pepsi” belonging to astronaut Edgar Mitchell is a standout in RR Auction’s online “Space Auction,” going on now.
MajorsOct 09, 2024
PGI Launches New Virtual Sales TrainingRetail sales associates can access the video series on mobile to refresh their selling skills.
Policies & IssuesOct 09, 2024
GJNRF: Reaching Out, Rebuilding Futures For 25 years, India’s Gem & Jewellery National Relief Foundation has provided aid in the wake of war, natural disasters, and global crises.
AuctionsOct 08, 2024
Sotheby’s Selling Jewelry That Belonged to a Bulgarian TsarThe November auction will feature a collection of jewels owned by Ferdinand I, the first king of modern Bulgaria, and his family.
SourcingOct 08, 2024
Rio Tinto Begins New Phase of Production That Will Extend Diavik’s LifeCommercial production has begun underground at the Canadian diamond mine’s A21 pipe.
SurveysOct 08, 2024
What to Know About Online Shopping This Holiday SeasonDeloitte and Adobe Analytics shared their insights on the season, from the retail sales forecast to the role of generative AI.
CollectionsOct 08, 2024
Sylvie Adds New Men’s BandsThe Texas-based jeweler collaborated with luxury clothing brand Uncommon Man on men’s bands designed with European influences.
SourcingOct 08, 2024
Is Current Diamond Industry Turbulence Shaping a ‘New Normal’? Industry players have found ways to cope with market conditions while working to reshape themselves in the face of emerging realities.
SourcingOct 07, 2024
Rio Tinto to Offer 76 Diamonds in 2024 Beyond Rare Tender The sales event, in its second year, features a selection of rare diamonds from the miner’s Argyle and Diavik diamond mines.
CollectionsOct 07, 2024
Olympian Kristi Yamaguchi Partners With Heller Jewelers on New CollectionA portion of the proceeds from the “Always Dream” collection will go to Yamaguchi's foundation, supporting early childhood literacy.
SurveysOct 07, 2024
Hill & Co.’s New ‘Business of Jewelry Report’ Is OutThe first in what is slated to be a series of in-depth reports from the consulting company, it focuses on shortening supply chains.
