LEAWOOD, KS – November 5, 2018 – Diamonds Direct, a direct diamond importer and leading U.S. independent jewelry retailer, announced today the opening of its newest showroom location in Leawood, Kansas. The opening marks the sixteenth location in the United States and the first location in Kansas.

“We are proud to expand our company to serve the Kansas City Metropolitan area as a whole. We have always seen great opportunity in the Midwest and now is the perfect time,” said Amit Berger, executive vice president of Diamonds Direct. “We truly see this as an opportunity to bring greater value to customers in this community by providing our uniquely flexible business model in a risk-free shopping environment.”


The company offers a huge selection of loose and mounted diamonds ranging in size from under half a carat to over 20 carats, as well as a multitude of engagement ring mountings by America’s top designers, wedding bands, pendants, earrings, bracelets, pearls, colored gemstones and fine fashion jewelry. 

“We understand this process can be intimidating for someone embarking on their first jewelry buying journey. Because of this, we take our educational process very seriously,” explains Olga Elmanovich, General Manager of Diamonds Direct in Kansas. “Diamonds Direct truly believes that luxury is an experience, not a price point, so we make sure everyone has an unforgettable time in our showroom. Nearly everyone on our team is a gemologist and goes through extensive training. We’re here to help – regardless if it’s your first purchase or your golden anniversary, we want to be your jeweler for life.”

The company offers generous warranties and guarantees, such as a 30-day money back guarantee, price protection, complimentary jewelry protection & maintenance, cleanings, appraisals, financing options and more. But perhaps one of the most unique features of Diamonds Direct is the 110% upgrade, which means the retailer will always buy back the original diamond if someone would like to upgrade at the original price, plus 10% off towards the new diamond. 

Headquartered in Charlotte, NC, Diamonds Direct is a leading U.S. independent jewelry retailer with a long and well-established history in diamond sales and manufacturing. In the last decade, the company has grown from one location in Charlotte to a multi-channel retailer with locations across the United States complemented by an online ecommerce storefront. These capabilities are enhanced by their unmatched collection of designer jewelry lines like Tacori, Henri Daussi, Simon G. Jewelry, Christopher Designs and Verragio. 

Unlike other jewelry stores, Diamonds Direct is vertically integrated and sells its diamonds directly to consumers. This approach eliminates unnecessary mark-ups as the diamond itself is not passing hands several times. Additionally, the independent retailer carries a wide-variety of nationally recognized designer bridal jewelry and its own house brand of jewelry, as well as the opportunity to customize jewelry. Although it is known for its engagement rings, Diamonds Direct also carries a large assortment of stackable rings, right-hand bands, studs, diamond fashion jewelry, colored stones jewelry, pearls, and more.

Located at 4500 W 119th Street Leawood KS 66209 in the Camelot Court shopping center, Diamonds Direct features a 4,274 square-foot showroom with top-quality jewelry and a large selection of mounted and loose diamonds, varying in size, carat weight, shape and certification. The company offers a 30-day money back guarantee, 110% lifetime upgrades, price protection, complimentary jewelry maintenance, cleanings, appraisals, financing options and more, long after the store opening.

About Diamonds Direct

Diamonds Direct is one of America's largest and most successful jewelry companies with 16 locations in the U.S. Each location offers loose and mounted diamonds, a multitude of engagement ring mountings by America's top designers, diamond and gemstone fashion jewelry, wedding bands, pearls and much more. The company backs its products with industry-leading guarantees and warranties, including their unprecedented 110% lifetime upgrade. Diamonds Direct is a socially responsible company that thinks globally and acts locally. The company ensures all diamonds are ethically sourced via the Kimberley Process and is responsible for hundreds of thousands of dollars raised for local philanthropies and cultural organizations that are critical to the communities Diamonds Direct calls home. For more information, visit