West Broad Village's newest jewelry store, Diamonds Direct, imports all of the diamonds in its $65 million collection directly from specialized cutters in Tel Aviv. The 6,000-square-foot retail business opened next to Whole Foods Market on Nov. 5. "You come into my store, and you're inspired," says vice president, Barak Henis. The Richmond region's first location of the Charlotte, N.C. - based company specializes in engagement rings and offers a wide variety of earrings and pendants. 967-0500 or diamondsdirect.com .