At Diamonds Direct® you can shop our loose diamonds, as well as our Jewellery Direct® and Gold Direct® collections of fine jewellery.
Our loose diamond brand focuses on maximizing value by revolutionizing the diamond sourcing and education process. Explore our loose diamonds via local showroom appointment or book a digital consultation from anywhere in Canada.
By eliminating traditional retail costs (like store rent) we said goodbye to crazy markups and hello to amazing value with Jewellery Direct, our fine diamond jewellery collection. Discover the collection available online.
We stripped away extravagant markups but kept the quality, leaving you with beautiful gold jewellery that won't break the bank. Gold Direct is our fine gold jewellery collection available online.
By circumventing traditional industry practices we’re able to provide exceptional quality diamonds and jewellery at a fraction of the traditional retail price. We call it shopping DIRECT™.
Traditional retailers price their diamonds and jewellery with excessive retail markups to pay for high operating costs like rent and staffing. This means inflated retail prices and no transparency on the true value of their offering.
Diamonds Direct provides you with access to the wholesale diamond industry’s live market pricing data. With access to this insider information, you’ll be able to calculate the live market price for any diamond and compare diamond prices with other diamond dealers.
Take a Peek
Take a look behind the curtain. Compare some of our best sellers with traditional retailers.
Shopping DIRECT $479
Estimated Retail $725
Shopping DIRECT $589
Estimated Retail $1,330
We believe Canadians have a right to transparent diamond advice and pricing, without the crazy retail markups. So we've designed a process to provide just that. Let us explain how.
We cut right to the chase by cutting out inflated middlemen costs and crazy retail markups. This DIRECT™ sourcing process helps maximize your diamond's intrinsic value.
You may have learned about diamonds before, but not like this. Our experts will provide you with unique insider access to the diamond industry's live market pricing data so that you can compare diamond prices just like the pros.
All of our diamonds adhere to the Kimberley Process and are sourced from some of the world’s best cutting and polishing manufacturers. Our DIRECT sourcing process ensures that our diamonds are conflict-free.
At Diamonds Direct our brands only use solid gold, no plated jewellery here.
Karats are a measurement of gold purity. Since 100% or "24k" gold is naturally very soft, gold used in jewellery is mixed with other metals and minerals, in a process called alloying, to enhance the hardness and durability.
10k The most durable and most affordable purity, 10k gold is 10/24 parts, or 41.67% pure gold. The ratio of pure gold to alloy gives 10k a very soft yellow hue.
14k 14k gold is the most popular purity used in gold jewellery. Still highly durable but higher in purity at 58.3% pure gold.
18k 18k is also highly popular in jewellery crafting. At 75% gold it is softer than 10k or 14k and requires a little more maintenance and care.
Gold jewellery can be found in 3 different hues: rose gold, yellow gold and white gold. Each hue is achieved by alloying gold with specific metals that produce a unique composition and tone that falls within one of the three hues.
Rose Gold Rose gold includes red, rose and pink tones. Pure gold is alloyed with copper to create this romantic colour. The more copper used, the more red the gold appears.
Yellow Gold The most common hue for gold jewellery is achieved by mixing pure gold with alloy metals like copper and zinc. The hue of the alloy will affect the hue of the final product making it appear more red, more yellow, lighter or darker.
White Gold White Gold is achieved by mixing pure gold with white metals such as nickel, silver and palladium.
We believe Canadians deserve honest diamond advice and transparent pricing, without the crazy retail markups.
Access our loose diamonds via local showroom appointment or with a digital consultation from anywhere in the country. For the fine jewellery of your dreams explore our Jewellery Direct and Gold Direct brands, available online.
Free Shipping across Canada. No order minimum.
Free 30 day returns. (But we doubt you’ll need it)
Flexible payment plans to suit your needs and a lifetime guarantee.