Since 1979
Rooted in Laguna Hills
In 1979, our family opened a small jewelry counter in Laguna Hills, when Alicia Parkway was still young and Saddleback Valley was filling with new families. The idea was simple: treat every customer like a neighbor, and every diamond like it matters.
More than forty years later, Diamonds Direct is still family-owned and still on Alicia Parkway. Many of the couples we help today are the children and grandchildren of clients who once chose their own rings here.
Today the boutique is devoted to engagement rings, custom design and fine jewelry made to be worn for a lifetime, chosen with you, one-on-one.