America’s Fastest-Growing Jeweler and Leader in Diamond Importing to Expand into Fort Worth
FORT WORTH, April 7, 2025 – Diamonds Direct, a worldwide leader in diamond sourcing, consumer experience, selection, education and value, has opened its third location in the Dallas-Fort Worth (DFW) metroplex at 1585 Old University Drive Fort Worth, Texas 76107. The Fort Worth showroom boasts 5,600 square feet of retail space and houses robust diamond inventory, adjacent to both University Park Village and Westbend retail centers. Diamonds Direct has seen tremendous growth in the DFW area after a successful launch of two locations in Dallas and Frisco.
“The Dallas-Fort Worth community has given us such a warm welcome, so we’re thrilled to expand our footprint across the metroplex,” said Amit Berger, President of Diamonds Direct. “Just as we’ve enjoyed becoming a part of Dallas and Frisco, we’re excited to expand into Fort Worth and really dive into the local community.”
Diamonds Direct has a unique advantage over traditional jewelry stores. With a buying office inside the world diamond exchange in Tel Aviv, Diamonds Direct is a direct diamond importer 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. Building on their unique concept, they added standout post-sale services—like free jewelry maintenance and a 110% upgrade policy—that set them apart in the industry.
Gwen Herrera, a 40 year veteran in the diamond industry, is the Fort Worth General Manager. She and her team are thrilled to bring the Diamonds Direct shine to Cowtown. “I am excited to join the Fort Worth community and bring the Diamonds Direct signature white-glove service to this dynamic market,” said Herrera.
Diamonds Direct maintains an unwavering commitment to support charities that have an impact in the communities the company calls home. “We believe in the power of community and giving back. As we lay down roots in Fort Worth we plan on forming meaningful connections with local nonprofits to support and partner with,” states Herrera.
The Fort Worth showroom is now open to the public, at 1585 Old University Drive, offering one-on-one appointments and walk-in visits.