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More Bling for DC: Diamonds Direct Announces Second DC Region Location


America’s Fastest-Growing Jeweler and Leader in Diamond Importing to Open in Rockville


Rockville, MD, December 1, 2023 Diamonds Direct, a worldwide leader in diamond sourcing, consumer experience, selection, education, and value is opening its second location in the DC Metro area. The diamond powerhouse is expanding into Maryland with their new Rockville showroom located at 12101 Rockville Pike. Diamonds Direct has seen tremendous growth in the MidAtlantic after a successful year of their first Northern Virginia store located in Tysons Corner paired with their Richmond and Virginia Beach locations which have been open for a decade. The impressive showroom is over 5,600 square feet and will house unmatched diamond inventory, just in time for the holiday season.

Diamonds Direct has a unique advantage over traditional jewelry stores. With a buying office inside the world diamond exchange overseas, Diamonds Direct cuts out all middlemen and maintains involvement in the entire lifecycle of a diamond. In 1995, the diamond purveyor identified the need for a concept at the intersection of luxury and value, inspiring them to open their own and first direct-to-the-public showroom in Charlotte, NC. From there, they continued to add to their unique concept by offering industry-leading, after-the-sale services like complimentary jewelry maintenance and an unprecedented 110% upgrade policy. 


“The DC Metro area has given us such a warm welcome since opening our first location last year, so we’re thrilled to expand our footprint across the city,” said Barak Henis, Regional President of Diamonds Direct. “Just as we’ve enjoyed becoming a part of Tyson’s Corner, we’re excited to expand into Rockville and really dive into the local community.” Henis started his journey 20 years ago in Bethesda, MD as a diamond wholesaler who worked with other local high-end jewelry stores. "It’s with great excitement that I’m able to return to the area and bring the Diamonds Direct concept to Rockville. With three successful and growing Virginia locations, this was a natural expansion to our Diamonds Direct footprint.”

Bryan Ames, who joined the Diamonds Direct family three years ago, will be the General Manager for the Rockville location. He spent extensive time learning about the unique difference that Diamonds Direct would bring to the Rockville market. "I am thrilled to be a part of the Diamonds Direct expansion in the DC Metro, and I am honored to serve the Rockville community with the Diamonds Direct signature white-glove service.” Prior to his time at Diamonds Direct, Ames owned his own business for fifteen years, honing his skills in customer service and satisfaction.

One of Diamonds Direct’s main focuses is its unwavering commitment to support charities that have an impact in the communities the company calls home. “We are thrilled to expand our unique culture, and our dedication to giving back to the local community through a multitude of charitable contributions,” states Bryan Ames, General Manager of the Rockville location. Diamonds Direct is currently an avid supporter of local DC charities, such as the American Heart Association, Community Foundation of Northern Virginia, Inova Schar Institute, BritePaths, and TigerLily Foundation and are looking forward to continuing their charitable reach in the Rockville area. 


About Diamonds Direct: Diamonds Direct, founded in 1995, is a direct-to-consumer destination retailer headquartered in Charlotte, North Carolina. Their vertically integrated concept allows the retailer to cut out the middlemen and maintain involvement in the entire diamond process. Today, Diamonds Direct is one of America’s largest and most successful jewelry companies. Diamonds Direct backs their products with industry-leading guarantees and warranties, including their signature 110 percent 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 Follow us on InstagramFacebook and Pinterest.


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