2. What is most appealing about Diamonds Direct?
Grading Authority
Although it’s a huge positive that Diamond Direct sells GIA-certified diamonds online, it’s worth noting that Diamond Direct does not sell AGS Diamonds.
Variety
As far as diamond shopping experiences go, Diamonds Direct sits comfortably between large chain stores and lower-end jewelers who focus very little on diamond quality.
Among their specialties are pre-set diamonds (difficult to see inclusions and flaws) set in generic settings, as well as jewelry that carries a high price tag.

Source: https://diamondsdirect.com/
Ease of Use
Diamonds Direct offers a clear, magnified image of each of their diamonds on their website, but beyond that, they just provide basic information. This includes the percentages of depth as well as girdle thickness, but no additional information beyond that provided by a GIA certificate.
Their images are static, which means the diamond can only be seen from a table-up vantage point. Is this the best way to view a diamond? Not entirely, but it’s definitely still useful if you choose to shop with Diamonds Direct.
As you can see from the Diamonds Direct website, there is more of a ‘basic’ approach to diamond quality. There is no option to filter by more advanced search parameters, such as proportion or certification.
Diamonds Direct has yet to reach the crème de la crème of online diamond buying sites because of these small oversights but don’t let that take away from their ambition and beautiful pieces.
The Selection
Diamonds Direct has an array of elegant and unusual settings in a wide variety of precious metals. Everything in this collection is crafted with impeccable craftsmanship and there’s something to fit every style. This is an area in which Diamonds Direct excels. Local customers are likely to be enthralled by their support of designers and impressed by the selection.
If you know what to look for and you have a discerning eye, there is no doubt that you can find beautiful diamonds through Diamonds Direct.