Diamonds Direct Opens Third Florida Showroom, Plans for Fourth
By Karen Dybis | December 21, 2023
"Following a strategy to rapidly grow its number of stores, Diamonds Direct has opened in Aventura, the second of three locations the brand expects to have in south Florida by the middle of next year.
Diamonds Direct opened its latest showroom at 19001 Biscayne Blvd. in Aventura on Nov. 21. The 6,000-square-foot space carries a variety of fine jewelry with a focus on diamonds—especially engagement rings—as well as loose stones of up to 20 carats or more.
The store has a minimalist design and a similar black, white, and gray color scheme as other Diamonds Direct stores nationwide, says Ayelet Gilady, the company’s vice president for Florida. “Our expansive showroom epitomizes modern design,” she says. “Its prominent footprint and contemporary architectural design make it stand out from the outside.”
Tall windows at the Aventura showroom bring in a lot of natural light, so customers can see the sparkle in the diamonds and fine jewelry for sale.
Diamonds Direct has said it plans to add a West Palm Beach store in spring 2024. It opened in Boca Raton in 2020 and also has a store in Jacksonville. “The Boca Raton community has welcomed us with open arms, so expanding deeper into the Florida market was a logical choice for us as a company,” Gilady says. “Our dedication goes beyond jewelry—it’s about creating connections and making a lasting impact in every community we call home.”
Inside the Aventura showroom, the aesthetic involves sleek lines of the glass cases and cool-toned colors, allowing the jewelry to shine as the main attraction. On the store’s exterior, black accents are balanced with tall windows, which let in an abundance of natural light for customers experiencing the sizable inventory, Gilady says.
“This creates an inviting and sophisticated atmosphere, perfect for exploring our collection of diamonds and fine jewelry,” she says.
The interior of Diamonds Direct’s new Aventura store features glass-and-wood cases as well as a cool color scheme of black, gray, and white.
Since its first store opened in Charlotte, N.C., in 1995, Diamonds Direct has been acquired multiple times. In November 2015, when investment firm Blackstone purchased Diamonds Direct, it had seven brick-and-mortar stores.
By the time Signet acquired Diamonds Direct in November 2021, the chain had 22 locations. In a statement about the acquisition, Signet CEO Gina Drosos said, “This immediately accretive acquisition accelerates our growth strategy.… Diamonds Direct strategically expands our market in accessible luxury and bridal.”
Diamonds Direct now has 30 U.S. showrooms, many in ... "
https://www.jckonline.com/editorial-art ... t-florida/