Diamonds

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Wholesaler Diamonds Direct opens second store

June 12, 2008

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Birmingham, Ala.—Diamonds Direct just announced that it is has opened its second retail boutique in the Birmingham, Ala., suburb of Mountain Brook, according to a release from the company.

The new 4,500-square-foot store offers diamonds directly from the company's wholesale headquarters in Israel.

"We guarantee that we will have the largest selection of certified diamonds and engagement rings at the most reasonable prices in the state," Diamonds Direct President Itay Berger said in a media release.

The American Gem Society, the European Gemological Laboratory or the Gemological Institute of America certifies the diamonds.

Diamonds Direct offers customers a full refund within 30 days, a 90-day price protection, lifetime upgrade and complimentary lifetime sizing, cleaning, polishing and inspection.

The new Birmingham store joins the first Diamonds Direct retail store, which opened in Charlotte, N.C., 11 years ago. The company plans to open a third location in Raleigh, N.C., in October.

Diamonds Direct is a 65-year-old international diamond wholesaler with headquarters at the Israeli Diamond Exchange in Ramat Gan, Israel. It sources its rough from Russia and South Africa, with cutting and polishing operations in Israel.

According to the Israeli Ministry of Trade, Industry and Labor, Diamonds Direct's parent company, Abrabov Group Ltd., was Israel's 29th largest exporter of polished diamonds in 2007.

In addition to loose diamonds, Diamonds Direct sells diamond fashion jewelry, colored-gemstone jewelry, wedding bands and pearls.

For more information about the company, visit its Web site, Diamondsdirectsouthpark.com.
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