About Us | Our Story

New Zealand's Leading Craftsmen of Fine Jewellery

With impeccably high standards and an unwavering passion to the craft, we’re proud jewellers to generations of New Zealand families. Our jewellery making techniques are influenced by European design and combine the skills of master artisans with a keen eye for diamonds. The end result is jewellery that is made with a level of design and quality that is unsurpassed and unattainable on the high street, yet competitively priced.

Our story began in Kaikohe in the early 1990s before we purchased Kerikeri Goldsmith in 2001 and established Diamonds Direct. An independent family owned business we understand that our success is dependent not only on your satisfaction but also on the level of service you receive before and after the sale.

We specialise in designing engagement rings, creating competitively priced custom made jewellery, repair/ restoration and re-modelling of your jewellery and helping you find the diamond of your dreams. We are also certified jewellery appraisers and gemologists, and certified diamond graders. Using technology we are able to connect with people from around the country – despite our remote location – and create little works of art for them.

Our quality stones are hand-picked by owners Johnny Sherry and Patricia Mantovani from around the world. We are proud of our diamond connections and knowledge that enables our clients to buy the best diamonds to suit their budget.

Buying, restoring or remodelling jewellery is a very special occasion for most people; some happy, others with a tinge of sadness. Our creations represent these milestones in our client’s lives.

Because we are a family owned and operated company, you are dealing with someone who has a vested interest in your jewellery shopping experience being a positive one. We want you as a lifelong customer and we will take the time to help you find exactly what you want with zero pressure. Our aim is not just to make a sale, but build lasting relationships.

Our Team

Johnny Sherry


A master craftsman, Johnny is passionate about designing world-class jewellery, right here in New Zealand. Raised in Wellington and Auckland, Johnny has been schooled in gemology, art and design. He has acquired his skills working for several Auckland jewellery companies learning all aspects of production techniques, repair and adjustment services and custom making. Before setting up Diamonds Direct, Johnny also contracted to jewellery stores from his Bay of Islands home.

Johnny trained in gemology from Gemological Institute of America qualifying as a Diamond Graduate and Coloured Stone Graduate. He also trained with Appraisers International Society and qualified as an Advanced Valuation Specialist and Gems & Jewellery Valuer. Johnny’s long list of qualifications also feature advanced design skills and a Certified Antwerp Diamond Broker that gains him access to Antwerp Diamond Centre’s diamond houses.

When not designing pieces of art or sourcing shining gems, Johnny actively pursues outdoor interests such as freediving, outrigger canoe racing and hunting.

Patricia Mantovani


From working in a chic boutique in Switzerland, Patricia has a natural timeless affinity for fashion, styling and design. With more than 15 years industry experience, Patricia has a flair for design and effortless rapport. Her understanding of customers and good old-fashioned customer care, results in the creation of exceptional, tailor-made jewellery, peerless in quality, that’s a seamless extension of the owner’s personality. Patricia is also an Antwerp Diamond Broker.

Born and raised in Switzerland, Patricia travelled several times to New Zealand before moving permanently in 1997. A fitness enthusiast and instructor, Patricia enjoys skiing, cycling, freediving and hunting.

Simon Robbins

(Master Goldsmith)

30 years’ experience, Simon’s precise jewellery making stems from being a Master Goldsmith since leaving school. Johnny and Simon worked together as teenagers in a jewellery repair shop in Auckland. Simon moved to Kerikeri in 2003 to join the Diamonds Direct team and increase his skills in handmaking jewellery. His skills in jewellery repair are unparalleled and his standard of workmanship exemplary.

Simon enjoys hunting and fishing in his spare time.

Louise Spiers

(Senior Salesperson, Jewellery Designer)

Louise has many years of experience in the jewellery trade, including owning her own stores in Auckland. In addition to jewellery sales, Louise has worked in its design and manufacture in the early stages of her career. She has a natural understanding of the business, our design ethos and customer’s needs.

Born in the small town of Mosgiel in South Island, Louise is also passionate about the outdoors, like the rest of the team. Her interests lie in stand-up paddle boarding and outrigger canoeing.