Diamonds Direct is a U.S.-based luxury jeweler specializing in engagement rings, loose diamonds, and fine jewelry, offering a high-touch, off-mall shopping experience. Founded in 1995 and headquartered in Charlotte, North Carolina, the brand has expanded to 30 showrooms across the country, with a strong presence in the Midwest and Southeast . Acquired by Signet Jewelers in 2021, Diamonds Direct continues to operate under its own brand, targeting bridal and accessible luxury consumers through spacious, modern showrooms that emphasize personalized service and a curated product selection .