On Thursday, Feb. 5, Diamonds Direct showcased its wide variety of dazzling jewelry and other products during a grand opening event they held at The Mall at Milliena.
Ron Palasky, general manager at Diamonds Direct, said the establishment opened Nov. 16, 2025, but they wanted to wait to have the grand opening so they could get accustomed to the environment. Over a dozen local charities and media were invited to this VIP event to show how committed the business is to the community.
“We invited local charities because we are big in charity work,” said Palasky. “We want to get involved with our community and give back.”
This is now the fifth location to open up in Florida and the first in Orlando. The store has been in plans for five years and with its location at The Mall at Millenia there is a chance to make a lasting impact on the community.
“We’ve been wanting to get into the Orlando market for a long time,” said Palasky.
Diamonds Direct sells diamond fashion jewelry, necklaces, bracelets and earrings. It also has every color gemstone including rubies, emeralds, sapphires and pearls. Its engagement rings are both natural and lab grown, and come with matching wedding bands.
Kelly Flahardy, Vice President of Diamonds Direct for North Florida, said that Diamonds Direct is looking to help with the most important moments of people’s lives. With its wide range of prices, they cater to anyone.
“When you come into Diamonds Direct, whether you want something that’s $500 or $500,000, I have something for everybody,” said Flahardy.
At the grand opening, guests were catered with a drink bar that served hot chocolate, cocktails, margaritas and more. There was also a charcuterie board that displayed different deli meats and cheeses. People mingled and network throughout the event while also checking out the store’s merchandise.
“I think that there’s a lot here for the community to enjoy, and I think it’s going to be well received,” said Flahardy.