After celebrating the grand opening of its new 5,600-square-foot showroom at
1585 Old University Drive this spring, Diamonds Direct is ready to spark real
change. In partnership with the company’s national foundation, the Fort Worth
location and team has already launched three meaningful partnerships with local
nonprofits that reinforce the brand’s commitment to giving back, right from the
start.
“Philanthropy has been at the heart of our company since the start of our
foundation in 2004,” said Gwen Herrera, General Manager of Diamonds Direct
Fort Worth. “What began as a commitment to giving back has grown into a core
part of who we are — shaping our culture, guiding our decisions and inspiring
how we do business every day.”
The opening marks the jeweler’s third North Texas showroom, joining locations in
Dallas and Frisco. Instead of relying on the brand awareness already built from
those markets, Herrera and Diamonds Direct are carving out a local identity that
reflects Fort Worth’s distinct people, values and energy.
Jewelry Donation Helps Justin’s Place Raise $13,000
Diamonds Direct’s first official partnership launched May 1 with Justin’s Place, a
nonprofit that provides single mothers and their children with housing, resources
and mentorship through its program hub, The Nest. The partnership centered
around the organization’s ninth annual Women Empowering Women Luncheon,
which welcomed over 450 attendees and included a signature raffle.
A Blinky Ring Raffle prize donated by Diamonds Direct. Photo by Justin’s Place.
“It’s special to see a brand that’s new to town make local investment a priority,”
said Donna Floyd, Founder and Executive Director of Justin’s Place. “Diamonds
Direct chose to jump in and invest in the Fort Worth community through Justin’s
Place. They wanted to get to know us and be involved in a way that makes a
long-term impact.”
Floyd continued, “It was clear they were genuinely invested. Not just in donating,
but in being part of our mission and part of our event. That kind of support goes a
long way.”
Supporting American Cancer Society Through Cowtown Ball Donation and
Style Show Collaboration
With deep ties across Texas, American Cancer Society remains a pillar in
advocacy, research and patient support. This fall, Diamonds Direct will support
American Cancer Society through two key Fort Worth events: the Cowtown Ball
and its Style Show. The jeweler is donating a stunning bracelet valued at $5,100
to the September 26 Cowtown Ball’s live auction. Diamonds Direct jewelry will
also be modeled at the September 4 Style Show.
Live auction participants in 2024’s Cowtown Ball. Photo by American Cancer Society.
“We’re thrilled to work with a brand like Diamonds Direct that supports positive
impact,” said Martina Robertson, Senior Director of Development at American
Cancer Society. “As a new business in Fort Worth, they’ve shown real
commitment to being part of our community in a meaningful way and helping us
end cancer as we know it, for everyone. We are excited to partner with them for
Cowtown Ball.”
Bringing Sparkle to The Women’s Center’s Monster Mash
The Women’s Center of Tarrant County, a longtime haven and support system for
victims of violence, trauma and economic hardship, will partner with Diamonds
Direct on October 24 for the Monster Mash — an elegant evening of spooky fun
and charitable support. As part of the event’s live “paddle raise” experience,
participants can be entered to win a signature pair of diamond hoop earrings
donated by Diamonds Direct.
A paddle raise participant at the 2024 Monster Mash. Photo by The Women’s Center of Tarrant County.
“I actually worked with Diamonds Direct over 15 years ago at a different charity in
Charlotte, so I already knew how deeply they care about the communities they
serve,” said Roberta Davis, Events Manager at The Women’s Center.
“It’s been fun to see how much they’ve grown, but what hasn’t changed is their
sincerity. They didn’t just offer a donation; they talked through what would benefit
us most and made time to attend our luncheon just days before their own grand
opening. That kind of engagement is rare. I’m excited to see this become a
long-term relationship, not a one-off.”
More Than a Jewelry Store: Fort Worth Roots Take Hold
With early community partnerships, Diamonds Direct Fort Worth isn’t just fitting
into the city, it’s carving out its own place in the heart of it. From empowering
mothers and supporting cancer patients to uplifting survivors, each collaboration
reflects what Fort Worth values most: supporting its own people.
“We’ve only just opened, but Fort Worth has welcomed us with open arms,” said
Herrera. “What I love about this city is its pride. There’s a sense of purpose here,
and we’re honored to be a part of it.”
More nonprofit partnerships are already in the works for 2025 and beyond. For
Diamonds Direct, giving back isn’t an extra — it’s an expectation.
source: press release
