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A tradition of excellence continues to shine

Built on a foundation of outstanding quality, devotion to service and family values that second-generation jeweler, Rocky Haddad, began in 1978, The Diamond Family offers a buying experience like no other jeweler in the St. Louis area.

Now operated by Rocky’s sons Michael and Alex Haddad, The Diamond Family moved earlier this year to an updated, state-of-the-art showroom in Manchester, located just east of Joey B’s restaurant on Manchester Road.

“We are honored to still be serving this community after nearly 40 years, so we’ve spent the past year building a new home here that just happens to sell jewelry,” explains Michael, the company’s president.

The showroom is just the beginning of what’s new in 2017 at The Diamond Family. While shopping designer jewelry lines from all over the world, customers can enjoy a coffee or a cocktail in the store’s lounge, featuring a full bar, comfortable seating and a TV area. While having jewelry repaired, they can relax and watch their pieces being worked on through an observation window. Customers who prefer to shop online before visiting the store can also take advantage of the company’s new website, which boasts more than 50,000 items and tools like a 3-D virtual diamond tour with microscope capabilities.

In addition to its extensive diamond and bridal jewelry selections, The Diamond Family’s custom design capabilities are unparalleled. Through its unique HOPEStrong™ collection, created by designer and Vice President Alex Haddad, customers also can give back to the community. The company donates 20 percent of the proceeds from this beautiful and inspiring jewelry to area charities.

14441 Manchester Road • Manchester

(636) 391-6622


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