Shop earth-grown diamonds, lab-grown diamonds, engagement rings and wedding bands at a DIAMONDS DIRECT® showroom. For the fine jewellery of your dreams, shop our JEWELLERY DIRECT® brand and GOLD DIRECT® brand.
Our diamond brand focuses on maximizing value by revolutionizing the diamond sourcing and education process. Explore our loose diamonds at our local showrooms, no appointment necessary (or book a digital consultation from the comfort of your own home).
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 brand. 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 brand, 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.
We provide you with insider info on the wholesale diamond industry. With access to this insider information, you’ll be able to more accurately 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 $569
Estimated Retail $725
Shopping DIRECT $299
Estimated Retail $435
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 info about the wholesale diamond industry 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 and industry leading diamond companies. Our DIRECT sourcing process ensures that our diamonds are conflict-free.
Our brands only use solid gold, you won't find any 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 diamonds with a local showroom appointment or digital consultation. For the fine jewellery of your dreams explore our JEWELLERY DIRECT® brand and GOLD DIRECT® brand, 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.