The Gold and Diamond Center in St. Petersburg, FLNortheast Gold & Diamond Center is a Family-Owned and Family-Operated Jewelry Store. We are proud to have served St. Petersburg, Florida Jewelry and Watch Lovers for over 25 years.

Our jewelers sell, design, create and repair jewelry. Our watchmakers sell, service and repair luxury watches. We also have accessories and batteries for watches. We also buy, trade and lend money on jewelry and watches in conjunction with our collateral lending partner Northeast Jewelry Loans.

We are conveniently located in the North East Park Publix Shopping Center near 4th Street and 38th Ave. N. in St. Petersburg, Florida. You can find us between the SteinMart and the CVS Pharmacy. We are happy to show you our collection of beautiful jewelry and watches Monday through Saturday. 

The  Gold & Diamond Center is not an authorized dealer for the Rolex Brand watches we sell. All Rolex watches, regardless of condition, have been previously owned, but not all have been previously worn. 

Fine Print


All website design, images and information; the selection and arrangement thereof; as well as all software contained on this website are, to the extent possible, copyrighted and/or otherwise proprietary to Reproducing (in whole or in part), transmitting (by electronic means or otherwise), modifying, linking into or using for any public or commercial purpose any portion or all of this website without prior written permission of is strictly prohibited.

Unlawful Activity reserves the right to investigate complaints or reported violations of these Terms of Use and to take any action we deem appropriate including but not limited to reporting any suspected unlawful activity to law enforcement officials, regulators or other third parties and disclosing any information necessary or appropriate to such persons or entities relating to user profiles, e-mail addresses, usage history, posted materials, IP addresses and traffic information.

Remedies for Violations reserves the right to seek all remedies available by law and in equity for violations of these Terms of Use, including but not limited to the right to block access from a particular Internet address to this website.

Warranty warranties all watches for one full year from date of invoice, unless otherwise indicated in the listing or invoice, and with the exception of vintage wristwatches and pocket watches. The warranty does not cover: bands, batteries, cracked or broken crystals or water damage. Damage from abuse or misuse (knocks, dents, crushing) or tampering by unauthorized technicians will render this warranty null and void.

Unfortunately, NIB (New In Box) or UNUSED watches are not eligible for our return policy.

This warranty is valid to the original purchaser only and may not be transferred.


We guarantee the authenticity of every watch we sell. 

Return Policy

Your satisfaction is very important to us.  You may return any watch purchased from us, in the same condition sold, and including all boxes, papers, books and accessories, within three (3) days from receipt. We ask that you notify us of your intention to return the watch and that you ship the merchandise back to our office, insured for the full purchase price, at your expense. Please call to make these arrangements. We cannot be responsible for lost packages. Upon receipt of the returned item in the condition in which it was sold, we will refund the purchase price, less shipping.

The return privilege does not apply to special orders or custom work.

Contact Us if you have any questions regarding our return policy.

Finding the Right Jewelry Store

How to Tell If You're Getting Your Jewelry from the Right Place

No matter what type of jewelry you're looking for, you have to be careful about where you buy it.  Whether you're looking for something valuable or that’s simply different from anything else, the jewelry store you pick will ultimately determine how great you look!

Here's how to tell if you've picked the right jewelry store:

1.  They've got a big selection

Since you're going to put so much effort into finding a quality jewelry retailer, the last thing you want to have to do is search around every time you need another piece of jewelry!   Luckily, a good store will offer everything from engagement rings, to luxury watches, to designer earrings, to one-of-a-kind bracelets, and more.  No matter what you want to wear, they'll have it for you!

2.  They'll be happy to give you an explanation

All diamonds aren't created equally!  If you want to make the perfect purchase, you'll need to understand the cut, the color, AND the clarity.  That's why it's so important to find a jewelry store that will take the time to explain all of these things.  They'll also give you the "grade" for each of your potential diamonds so that you know you're getting the most bang for your buck.

3.  They'll have a good history

If your jewelry store has been around for years and years, you can rest easy knowing you've made a good decision!  After all, the less-than-stellar retailers don't survive very long.

4.  They'll have trained eyes

The jewelry appraisal you get is only as good as the expert who gives it to you!  If your appraiser doesn't have a trained eye, he may miss something important -- something that could cost you big-time down the road.

As an added benefit, those trained eyes will ensure that your jewelry store only has the very best pieces to choose from!

5.  They'll place a big emphasis on the details

After all, the details are what separate good jewelry from great jewelry!  A good retailer will help you create a custom piece, pick out the best materials, and even offer top-notch "other stuff" so that your jewelry is as strong, sturdy, and beautiful as possible.

6.  They'll have an ability to make your old jewelry look as good as new

No matter how careful you are, jewelry will always get dirty, and there's always a chance that something will eventually break.  (After all, these are teeny-tiny pieces we’re talking about!)  Luckily, a good jewelry store will handle all of its repairs on-site, so that you never have to worry about your stuff leaving your sight!

Jewelry For Any Occasion

Fine Jewelry for Any Occasion

We have an exquisite collection of rings, ear rings, necklaces, bracelets and pendants that make perfect gifts for any occasion.

Looking for something personalized? We can design and create Custom Jewelry to your specifications.

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Never Lose Value Guarantee

Dollar-for-Dollar Trade-In Value GuaranteeBuy a diamond engagement ring and rest assured its value will never go down. We offer a Dollar-for-Dollar Trade-In value on your diamond from the Gold & Diamond Center.

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Luxury Watches

We have the area’s largest selection of fine never-worn and pre-owned luxury watches at significant savings off retail.

Luxury Watch Brands

Accessorize your Rolex Brand Watch with our collection of custom bands, dials and bezels.

Service and Repair

Jewelry and Watch Service and RepairThe Gold & Diamond Center’s staff of jewelry designers and watch technicians have the training and experience to keep your jewelry and watch investment in top condition.

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Financing Available

Synchrony Financial

We offer financing with Synchrony FinancialSee store for details.

We Make Jewelry Loans

North East Jewelry Loans

We have cash to lend for luxury watches, gold, silver, and platinum jewelry. Loan terms are tailored to the borrower’s needs.

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