Diamonds Direct Indianapolis — Local services in Indianapolis

One person you need in your life. Kris Cassady.

In May 2024, my (then) boyfriend, John, and I were sitting on the couch on a Sunday morning doing our usual weekend recap of scrolling through instagram. As we admired the flood of newly engaged couples posted across my feed, John turned and asked me what type of engagement ring I thought I would want.

Sure, every girl has a hundred screenshots in our phones of engagement rings we have dreamed of wearing. But at the age of 27, I had never actually tried a diamond on, at least not in earnest.

Cut, color, clarity, carat—maybe you’ve heard of these. But feathers, inclusions, the GIA review and rating board, the subtle jump from color K to color J, the negotiations of color and carat to maximize the beauty of your forever stone? I had no clue. And, I certainly didn’t know the first place to start.

That is, until I met Kris Kassidy. I first went into Diamonds Direct with my mom to try on different cuts of diamonds. Kris warmly greeted us, and was genuinely excited to teach me the nuances of diamonds. She took my mom and I to a private room where she took her time educating me. I spent almost two hours with Kris that day, discovering what I did and didn’t like, laughing with my mom along the way, and gaining a little confidence in my budding diamond knowledge. And I remember walking out that day feeling so grateful to Kris for taking so much time to help me that day, despite knowing that I wouldn’t be walking out with a ring for myself.

A few months later, John asked to go with me to look at rings again. I knew right away the only person I wanted him to meet and work with was Kris. I wanted him to have the diamond experience that I had. Which hopefully is a good sign for our marriage, I want the best for him. I texted Kris that John and I would like to come in to look at rings and she worked with her diamond experts across the country to source a large variety of stones with my preference specifications for us to look at.

I knew my ring the second I saw it. They say when you know, you know. I’m not normally this kind of person. But I knew. However, there was one thing I didn’t know at the time, which is that John put a deposit down on my ring before we left the store that day.

Kris helped us find my dream ring. But I also found someone I trust, who I will go to for jewelry for the rest of my life—and who I will recommend others go to. When you are making an investment of this magnitude, you deserve someone who will take your dollars the distance to get you and your loved ones the very best. That person is Kris.

By the...

I went into Distinctive Diamonds expecting to have expensive jewelry that I couldn't afford pushed on me. I had that expectation from the other stores I had been to, I'm talking about you Kay, Jared, and Zales. When I walked into the store, that expectation was instantly gone. The first thing I heard when I walked in was "Hi how are you? Would you like something to drink, we have coffee, soda, water, or maybe something to eat?" A small gesture as simple as being offered a drink was my first sign that I was in the right place. The first time I went in, Nikki Gaskin immediately started helping me. I told her what my fiance wanted she she found the perfect ring for me. Sadly my financial state changed and I had to downsize from the ring I had picked out. The next time I came in Matthew Sanfilippo was my man. He was busy on the phone trying to lower the price of a diamond they had just received. As soon as he looked over his shoulder and saw me he hung up the phone and jumped right into helping me. Turns out the diamond he had gotten a lower price on ended up being the diamond I purchased and is the one in the pictures. I am actually happier with the second diamond even though it is a .45 carat and not a .5 carat diamond. I am happier with it because it is 2 color grades higher than the bigger one and had a lower price. The warranty was something I was really worried about. On a ring the size of mine, a warranty from Kay Jewelers would have been $300 if not more. I was informed the second we picked out the ring the first time that the ring comes with a lifetime warranty. I was unbelievably relieved. From the very first second I walked into the store to now I have never once felt pressured into buying something I don't want or need. The prices were fantastic. Nikki sat down with me and we comapred diamond grade prices to other stores such as Kay and Reece Nichols and nothing could stack up to the prices of Distinctive Diamonds. Sadly all I can give is 5 stars because that is the max that is allowed by google, but in my heart they have gotten a 7 out of 5 stars and a life...

I had a very lovely experience at first. They make you fill like a valued customer when your shopping. Amazing customer service. You get offered drinks. And they speak with each other as kindly as they do the customers. I loves the atmosphere and they are very hands on with assisting you find a ring. I found my ring and my fiancé paid and they said I could pick it up Tuesday.

The fun begins Tuesday. I’m excited to get my ring. I even call ahead of time. I go to pick it up on my lunch break and they tell me to come back because they need at least 3 or 4 more hours. I was not greeted the same once I told them why I was there just to pick up my ring. Their customer service was NOT the same. I felt like… we got her money so she doesn’t matter anymore. Like they really focus on customer service only when they are looking to buy. I absolutely HATE companies like that. It gives off a fake vibe and feeling. So needles to say we will not be returning to get my band and we will not be returning to get my necklace. And we will not be returning when we go to upgrade my ring. I will only return for my warranty or to be resized.

So they started at 5 stars I took one away for that. Second star was taken for two reasons. 1st they give you an envelope you have to take up there to pick up your items. I was just told it was my receipt. I never was told to bring it back up there. 2nd reason there was a lady with red curly hair that was kinda rude at first when I came to get my ring and I watched her catch herself and fix her tone but it was too late the experience was ruined. I also don’t like their limited ring sizes. The average woman wears a 6.5-7 and most of their rings run a 6 1/4.

To sum it up, if you shop here, don’t plan on being able to pick up your ring until the day after whatever they say, don’t expect the same great customer service you got when you were first purchasing, and take your envelope back up with you when...