38 | JUNE 9 • 2022 

A 

brand-new show-
room in Troy is 
adding more options 
for diamonds and jewelry in 
the Metro Detroit area. With 
a soft opening on May 2, 
Diamonds Direct’s sprawling 
5,500-square-foot Troy loca-
tion, at 1985 W. Big Beaver 
Road, will be the 26th show-
room opened by the jewelry 
enterprise, which has strong 
ties to Israel.
Founded by Tel Aviv-based 
diamond manufacturer Alon 
Arabov, jewelry and bridal 
powerhouse Diamonds Direct 
started in Israel in the 1960s. 
It eventually branched out to 
the United States, to where the 
business had been distributing 
diamonds.
The first U.S. showroom was 

opened in 1995 in Charlotte, 
N.C. and since then, Diamonds 
Direct has expanded its foot-
print across America as one of 
the country’s fastest-growing 
direct-to-consumer diamond 
retailers.
Now, Diamonds Direct is 
entering the Michigan mar-
ket for the first time. The 
Troy location adds a new 
showroom to its expanding 
Midwest footprint, which 
already includes Indiana, 
Ohio, Kansas and Missouri. 

SEEING POTENTIAL 
IN MICHIGAN
“We saw the potential and the 
vision in the [Troy] area,” says 
Niv Ankawa, Diamonds Direct 
regional vice president. “The 
goal is to open one big show-

room and megastore 
in every state across 
the country. We have 
been studying the 
market for the last 
three or four years, 
and we decided that 
it was going to be a 
no-brainer for us to 
open the Troy location.”
Although Diamonds Direct 
is new to both Troy and 
Michigan, Ankawa says the 
business is excited to be in the 
area. “We’re looking forward 
to being a big part of the brid-
al business over in Troy,” he 
says.
The official grand opening 
for Diamonds Direct’s Troy 
location is set for Aug. 25, 
when Ankawa says the show-
room will be fully completed. 

The grand opening 
will be followed by a 
premiere event where 
Diamonds Direct will 
offer special pricing 
and bring in design-
ers from around the 
country to present its 
extended lines of mer-
chandise on the showroom 
floor.

NO NEED FOR A 
MIDDLEMAN
What sets Diamonds Direct 
apart from competitors, 
Ankawa says, is that the jew-
elry giant mines its own dia-
monds, cuts them in facilities, 
and then transports them to 
the U.S. and to consumers. 
Their selection is also unpar-
alleled, he adds.

5,500-square-foot showroom offers new options for bridal jewelry and beyond.
Israeli Jeweler Comes to Troy

ASHLEY ZLATOPOLSKY CONTRIBUTING WRITER

ABOVE: Rabbi Menachem Caytak of Chabad of Troy, representing the local Jewish community, together with company executive Barak Henis, 
placed mezuzos on all 10 doors of Diamonds Direct’s Troy location. RIGHT: Diamonds Direct has a large selection of engagement rings.

COURTESY OF DIAMONDS DIRECT

Niv Ankawa

business SPOTlight

brought to you in partnership with 
B I R M I N G H A M

 

continued on page 40

