 as Diamonds Direct offers up to 30 times the options you expect from a typical jewelry retailer. For some, it's our luxurious showroom with diamond experts who genuinely care about your experience and happiness and who are empowered to do whatever it takes for you. Others rave about Diamonds Direct's unmatched warranties and guarantees that include free service for life and an extraordinary 110% diamond upgrade promise. But you know the most often answer we get when asking what makes Diamonds Direct stand out? It's not one thing.