34 | DECEMBER 8 • 2022 

Israel-based Diamonds Direct 
partnered with local charity 
New Day Foundation during 
their Grand Opening weekend 
at their showcase in Troy earlier 
this fall and donated a portion 
of sales from the opening to the 
foundation. 
Additionally, Diamonds 
Direct also sponsored the 
raffle at New Day Foundation’s 
Celebrity Lip Sync Battle in late 
October. The generosity and 
combined efforts resulted in a 

donation of $10,000 to support 
families fighting cancer.
“We are grateful for 
Diamonds Direct’s help in 
reducing the financial burden of 
cancer diagnosis for Michigan 
families,
” says Wendy Christie, 
New Day Foundation’s 
Marketing Director. “This gift 
enables us to provide financial 
and emotional resources to 
improve quality of life and 
treatment outcomes for multiple 
families facing cancer. We are 

honored that Diamonds Direct 
selected New Day as their 
charitable partner for these 
events and we will always serve 
the local cancer community 
with the same compassion they 
have given their philanthropic 
efforts,
” 
“Community involvement 

and giving back to the Troy 
community has always been 
a deep passion of mine,
” says 
Jennifer Alter, general manager 
of Diamonds Direct Troy. “So 
naturally, we were so happy to 
host, support and donate to 
New Day Foundation’s cancer 
programs.
” 

Where were you in 1940? 
Watching the Detroit Tigers 
win the American League 
Pennant? Keeping a close eye 
on Europe and Japan? Or, per-
haps, going to the neighbor-
hood theater to plunk down 
$.15 to see Walt Disney’s ani-
mated masterpiece, Fantasia?
However, if you were young 
family man Julius Danto, you 
were at the kitchen table put-
ting together plans to build a 
business that would — even-
tually —go far beyond your 
expectations. 
The Lithuanian-Jewish 
immigrant was determined to 
make it in America and help 
others along the way while 
doing so. Julius opened Danto 
Furniture in 1940 in Southwest 

Detroit and the Danto family 
has never looked back — only 
forward.
Danto Furniture employs 
a multilingual staff who are 
fluent in English, Arabic and 
Spanish and has satisfied 
customers throughout Metro 

Detroit. 
Current General Manager 
and third-generation Danto, 
Irwin Danto, said: “I think 
one of the most important 
reasons that Danto Furniture 
has thrived for more than 
80 years is because of our 
dedication to serving others 
and doing the right thing. 
My grandfather Julius under-
stood that he was not the only 
immigrant who had come to 
this country; nor he realized, 
was he the only immigrant 
who needed a hand-up. In 
many cases, Danto Furniture 
has been among the first stops 
for newly arriving immigrants; 
and we are proud of that.
”
The company celebrated 
its grand reopening Nov. 12 

at 7741 Dix St. in Detroit. It 
was nothing less than a party. 
There was children’s face 
painting, balloons, popcorn, 
piñatas, Delia’s Food Truck, 
cuisine from restaurant El 
Nacimiento, grocery store E & 
L Supermercado and Postres y 
Delicias by Dianys Salinas.
Ashley Danto, Irwin’s daugh-
ter, who works in sales and 
marketing, said: “I’m in awe of 
my grandfather Charles Danto, 
current owner and family 
patriarch. His work ethic and 
energy — even at 92 years old 
— is amazing. He is the best 
salesperson we have; everyone 
is always looking to talk to 
‘Charlie’ and when he is not in 
the building you can feel the 
difference.
” 

BUSINESS
BIZ BRIEFS

Diamonds Direct Partners with 
New Day Foundation

Danto Furniture Celebrates Grand Reopening

Ashley, Irwin and Charles Danto

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