Rabbi Menachem Caytak of Chabad of Troy, representing the local Jewish community, together with company executive Barak Henis, placed mezuzos on all 10 doors of Diamonds Direct’s Troy location.
Rabbi Menachem Caytak of Chabad of Troy, representing the local Jewish community, together with company executive Barak Henis, placed mezuzos on all 10 doors of Diamonds Direct’s Troy location. (Diamonds Direct)

5,500-square-foot showroom offers new options for bridal jewelry and beyond.

A brand-new showroom in Troy is adding more options for diamonds and jewelry in the Metro Detroit area. With a soft opening on May 2, Diamonds Direct’s sprawling 5,500-square-foot Troy location, at 1985 W. Big Beaver Road, will be the 26th showroom opened by the jewelry enterprise, which has strong ties to Israel.

Founded by Tel Aviv-based diamond manufacturer Alon Arabov, jewelry and bridal powerhouse Diamonds Direct started in Israel in the 1960s. It eventually branched out to the United States, to where the business had been distributing diamonds.

The first U.S. showroom was opened in 1995 in Charlotte, North Carolina, and since then, Diamonds Direct has expanded its footprint across America as one of the country’s fastest-growing direct-to-consumer diamond retailers.

Now, Diamonds Direct is entering the Michigan market for the first time. The Troy location adds a new showroom to its expanding Midwest footprint, which already includes Indiana, Ohio, Kansas and Missouri. 

Diamonds Direct has a large selection of engagement rings.
Diamonds Direct has a large selection of engagement rings. Diamonds Direct
Seeing Potential in Michigan

“We saw the potential and the vision in the [Troy] area,” says Niv Ankawa, Diamonds Direct regional vice president. “The goal is to open one big showroom and megastore in every state across the country. We have been studying the market for the last three or four years, and we decided that it was going to be a no-brainer for us to open the Troy location.”

Niv Ankawa
Niv Ankawa

Although Diamonds Direct is new to both Troy and Michigan, Ankawa says the business is excited to be in the area. “We’re looking forward to being a big part of the brldal business over in Troy,” he says.

The official grand opening for Diamonds Direct’s Troy location is set for Aug. 25, when Ankawa says the showroom will be fully completed. The grand opening will be followed by a premiere event where Diamonds Direct will offer special pricing and bring in designers from around the country to present its extended lines of merchandise on the showroom floor.

No Need for a Middleman

What sets Diamonds Direct apart from competitors, Ankawa says, is that the jewelry giant mines its own diamonds, cuts them in facilities, and then transports them to the U.S. and to consumers. Their selection is also unparalleled, he adds.

“You can walk into the showroom and look for a specific diamond,” Ankawa explains, “but you’re not going to have one option, you’re going to have five, six, seven or eight options.”

Diamonds Direct also offers after-the-sale services including complimentary jewelry maintenance and a 110% upgrade policy. In addition, its business model cuts out the middleman, allowing the retailer to be involved in the entire diamond process. It ensures diamonds are ethically sourced via the Kimberley Process as well, which eliminates trade in conflict diamonds. 

The price point, Ankawa says, is also highly competitive. “We have items in the showroom all the way from $500 to $1 million,” he explains. Catering to a wide range of clientele, Ankawa says Diamonds Direct works with all price points. “We are good for everybody.”

Metro Detroiters have a new place to shop for jewelry at Diamonds Direct in Troy.
Metro Detroiters have a new place to shop for jewelry at Diamonds Direct in Troy.
Building Community Connections

Managing the Troy showroom is Jennifer Alter, a Michigan native who has worked in the jewelry industry since the age of 15. Now, 36 years into her career in the field, she says, “I am thrilled to bring the Diamonds Direct concept to my hometown and be able to share all I’ve come to learn and love about the company with the community I’m so proud to call home.”

Diamonds Direct also has plans to get directly involved in the Troy and greater Metro Detroit community. Working alongside the Diamonds Direct Foundation, which was established in 2004 to support local nonprofit organizations with a focus on women’s and children’s causes, the Troy showroom will be involved in various fundraising programs.

“We’re a big believer of giving back to the community,” Ankawa says. Fundraising efforts include donating jewelry pieces for live auctions, among other philanthropic programs.

As they continue to get established in the Troy community, Ankawa is looking forward to growing Diamonds Direct alongside other businesses in Metro Detroit.

 “We have found the right location,” he says, “and the right place.” 

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