We import our diamonds directly from conflict-free diamond capitals and deliver them to you with a friendly, attentive, and knowledgeable staff in a fun and truly one-of-a-kind shopping environment.

Wholesale diamonds are cheaper for a few reasons. First, they are sourced directly from diamond mines or cutting factories, which cuts out the middleman and allows the buyer to save on markup. Second, because they are sold in bulk, wholesalers can offer a discount on the per-carat price.

National diamond giant Signet Jewelers Limited — whose brands include Kay Jewelers, Zales and Jared — is acquiring Charlotte-based Diamonds Direct for $490 million in cash. Between the lines: Customers won't notice much change following the acquisition.