Diamond Direct

After searching several jewelry stores I was baffled at the price difference and quality between OC area diamond «factory» stores. With a very narrow diamond search of a shape, size, clarity, ratio, with a GIA certification I found myself shopping for a $?, 000 ring. Then I found Diamond Direct. Joe looked at my narrow search and found me a diamond ring far below prices of the other OC stores and comparable to internet pricing. It was that simple… After 2 years my fiancé and I are back for a new setting which again Diamond Direct had a far greater selection of settings. My diamond was transferred to the new setting by their professional stone setter. They even had a custom made Perfect matching wedding band similar to the setting. We are very happy with our experience and highly recommend this store. Thanks, you earned our business with a professional and courteous touch.

All of my jewelry is from here. I love every piece I have. They are so great about cleaning and repairing. Easy and hassle free very friendly staff. Next is our wedding bands!

I recently purchased an engagement ring from Joe and was extremely pleased with the service and overall experience. With very little knowledge about engagement rings or any jewelry, I had no clue what to look for, just had a price range. The jewelry stores in the mall offered a limited selection and they had little patience to explain the differences between the various types of diamonds. Joe displayed an ample amount of patience in explaining the basics of buying an engagement ring and had a great personality. There were several options for the cut of diamond I wanted and different settings. Joe respected my price range and wasn’t pushy. After I received a quote, I checked the price at other stores and was pleased to see it was over a thousand bucks cheaper with Joe. Overall, a great experience. I highly recommend for any guy who decides to pop the question.

I bought my engagement ring and both our wedding bands from Joe. Very knowledgeable and he has always treated me like family. Ive been a customer over 10 years but my grandmother has done business much longer than I have. This is the place to get all your jewelry needs.
Even changes out watch batteries for a very reasonable price. Thank you Joe for being my go to Diamond guy.

Came here to resize my watch and they were really helpful. The man who helped me was super friendly and got the job done right away. Also there was the Unilocal check in coupon that gave me a 50% discount! I would definitely recommend to friend if they needed their watch resized or battery changed.

Went in a few days before Christmas looking to upgrade the diamond in my wife’s ring and repair the platinum band that was cracked (purchased elsewhere). They treated me perfectly, taking the time to show me lots of diamonds to help find the right one.
Best of all, once we found the right diamond they assured me it would be done before Christmas Eve… and they delivered. Will definitely return and recommended others

I bought my wedding ring here and my husbands ring here 9 years ago and to this day I still stop in to get it cleaned by Joe and he is so warm and welcoming and is just a wonderful person to do business with. He is fair and honest and I can’t recommend him enough!

Very happy with my fiancé’s engagement ring. Very professional and happy I found a trustworthy jeweler. Had a few bad experiences before I found these guys. Glad they will always clean and take care of her ring anytime she needs it. Thanks diamond direct!

I have purchased quite a bit of jewelry from Joe. My husband bought my engagement ring and both of our wedding bands from him. The quality is amazing and the prices are great! So much less than mall stores or big chains. The service is incredible. They’re very knowledgable and there’s no pressure to buy. I have had a great experience every time. His staff is friendly and so personable. This is the only jeweler I will buy from!

After buying a gorgeous platinum ring engagement ring. We had joe custom make a new wedding band for me and It came out perfect, when you ask does it pop judge for yourself

Brea Diamond Direct’s Joe Yetter and staff are patient, knowledgeable and provide an excellent customer service experience.
It is important to deal with FACT rather than EMOTION when providing an objective point of view and, given that purchasing fine jewelry generally comes at an emotional time, let’s just look at what makes a business establishment a great place to go for a superior shopping experience using FACTS.
Brea Diamond Direct has honored delivery times on multiple occasions for me, have an impeccable Diamond Guarantee, Lifetime Diamond and Gemstone Warranty, complimentary polishing and cleaning service for your piece and a Lifetime Diamond Trade-​In should you decide to upgrade.
Upon signing a purchase agreement, Joe allowed me to take a $ 6800 ring home to see if my wife would appreciate the piece as an anniversary gift with a 100% refund available if she didn’t care for it and, if I had chosen to have the ring sized to surprise her, he would exchange it for equal value in trade.
Every time I dial the Brea Diamond Direct number, the cheerful greeting, «How can we make your day special?» is received and appreciated by me while all of my layman’s questions are answered, patiently, by the most competent of professionals.
As far as I can tell, anybody who has a grievance with this establishment evidently has not taken the time to read their contract or understand the agreement they are entering into and, as a business owner myself, I know giving away nickels and dimes that a customer has agreed to pay for a contracted service will drive you out of business. So, if you are too obtuse to understand a simple, straight forward business agreement because you can only understand walking the mindless maze of your local mall, than this store is probably not for you. For the more cognitive ones of us who enjoy a home felt, no pressure buying experience where passion for product and service abide, look no further, you have found your jeweler for life!
Concluding this soliloquy, just let the FACTS speak and point to an amazing boutique experience, a comprehensive guarantee for timeless pieces of work, after care of your jewelry for no charge (excluding damage and wear) all at a substantial savings over your local mall. Isn’t this what all of us are looking for when buying a piece that will make a statement for a lifetime?
Thanks again, Joe, for assisting me in finding a piece that has my wife feel just a cherished as I had intended!

I’ve been going to Joe and Melanie at Diamond Direct since they first opened. I count them as friends now! They genuinely care about every customer that comes through that door! Awesome people with ethics that rival the best! Wouldn’t go anywhere else! Thanks Joe and Melanie!

We have driven by this place many times so we decided to check it out. We had recently gone thru a negative experience with another jeweler and we were looking for the perfect engagement ring.
We met Rameez who was so nice and patient. We explained what we liked and he was on it. He showed us a bunch of rings until we found the perfect one. We found a gorgeous platinum ring at a great price. He even showed us diamonds to replace the stone. No pressure. We met Joe who was even nicer!
Thank You Joe and Rameez for making finding the perfect engagement into a happy memory.

Joe and Ramesh (Sorry if that’s spelled wrong) were fantastic! Patient, helpful & knowledgable, I can’t tell you how great these guys are. I had some idea as to what kind of diamond I wanted for my girlfriend’s engagement ring and they were able to help me pick an amazing diamond and setting. I cannot recommend them highly enough. Thanks for the help guys, she LOVES IT…
And obviously SHE SAID YES!

I came in with my boyfriend when he said we could look for rings. I had no idea what I wanted. Joe was very helpful and didn’t mind letting me try on everything to narrow down what I wanted. He didn’t try to push or up sale anything. He also didn’t mind taking the time to look at my grandmothers old wedding ring which I would like to have refurbished.
I am very excited because I found the ring of my dreams. Also, for way under what my boyfriend said he had wanted to pay so I believe he is happy about that too.

I have bought diamonds and diamond rings for many years. At the jewelry mart downtown, at the diamond district in New York city, in Jewlery marts in fullerton and puente hills. I walked into Brea diamond direct and was helped by Joe. I felt so comfortable and he knows his stuff. I had my wedding ring that i wanted a new diamond for. I got a wonderful one carat princess cut diamond and joe helped me decide how to mount it in my set. Great advice, the diamond is beautiful and the halo he set it in is gorgeous! I have the certification on the diamond which i have never gotten at a jewelry mart. There they give their own appraisal. I am so happy with my purchase and Joe that I highly recommend Brea diamond direct and am going back soon for a band to match. He also set my previous diamond in a beautiful pendant. I go in for cleaning and checking of my ring free of charge as well.

To provide an update… I have had my review online to allow the owner/​management an opportunity to reach out and try to make amends. Heard nothing…

My experience was pleasant enough but nothing particularly great that compel me to return.
They are definitely priced lower than RB, on average about half the cost.
Joe knows his stuff and is upfront about the 17% mark up on anything purchased through them. Our initial communication was great but it appears responses just dragged and delayed to a point where I opted to bring my business elsewhere.
I didn’t want to have to wonder or chase a potential transaction, especially since my money aint growin on trees yet.
Nothing bad to say about Brea Diamonds, I know they’ve worked out for many, just not for me.

I visited Diamond Direct because I wanted a plain, thicker setting for my engagement ring. They really had no selection to choose from, and it felt like I was speaking a foreign language to them.
They then had me look through a catalog to make a selection instead. Who is going to buy fine jewelry from a catalog? Not me. But even if I wanted to they said they would call me back to give me a quote — it’s been a week and I haven’t received any phone call back.
I thought it was also weird that the manager was conducting a business transaction with a diamond dealer out in the open and not in the office. The dealer even said, «I’m not comfortable with this cash with HER here.» Not sure if it was his attempt at humor, but it was definitely not professional by any means.
I will not be returning to Diamond Direct. I will be going go to HAPPY JEWELRY in the Fullerton Jewelry Mart — look them up!

We searches for months for an engagement ring and finally found it here. We even bought one from Blue nile and return it because it did not meet our expetations. We tried James Allen as well. We eductaed ourselves about diamonds and explored Zales, Kay Jeewelry, even fancy stores in Newport.
We are happy with our purchase at Diamond Direct. Mr. Yetter was very kind to teach us how to use the 10x lupe to find imperfections in diamonds. We are very happy with our ring. The quality surpases that of any other store and within our budget.