Diamond Specialist Unveils High-Rise Retail Space in Clayton

Cherry Pick Diamonds opened a retail showroom and private salon this month at 230 S. Bemiston Ave. in Clayton, marking a shift from wholesale to direct consumer sales. The new location occupies the 12th floor of a building in the downtown area, placing the business above the street-level retail environment.

Ari Berkovich, the company’s founder, established Cherry Pick Diamonds in St. Louis in 2007. Before moving to the city, he built a career in Tel Aviv’s diamond-cutting industry. For years, he served regional jewelers by traveling across the Midwest in a car, displaying loose diamonds in hand-carried trays. The new space allows him to pivot to a retail model where clients visit the studio directly.

The showroom features arched-framed windows that allow natural light to fill the room. Persian and cowhide rugs cover warm chevron wood floors. Berkovich describes the setting as a living room where clients can sit, relax, and drink coffee. He notes that the previous tenant, a law firm, missed the view of the treetops, red-tiled roofs, and the Gateway Arch visible from the upper floor.

The inventory includes natural and lab-grown diamonds, as well as emeralds, pearls, and other gemstones. Berkovich emphasizes precision in cutting, noting that a tennis bracelet contains 47 half-carat diamonds cut to match in size and brilliance. He explains that finding suppliers and cutters who can match these specific stones requires careful fabrication to ensure comfort and protection for each diamond.

The lab-grown selection targets clients who prioritize affordability and casual wear. Berkovich observes that many customers work from home and dress down, making these pieces suitable for daily use. He views this trend as an opportunity for greater creativity in design while keeping costs lower.

Clients who do not select a finished piece can try on semi-mounts, which are settings without a center stone. Berkovich stores these in navy boxes and helps clients pair loose diamonds with appropriate settings. He reports that nine out of ten clients arrive with a specific design they have seen on Instagram or Facebook. Some even import designs into ChatGPT and print them out for the jeweler to review.

A separate private salon handles custom jewelry, including engagement rings and the repurposing of family heirlooms. The process involves sketches, 3D renderings, and 3D printed mockups that allow clients to visualize the final product before fabrication. Ben Poremba, a restaurateur and long-time acquaintance of Berkovich, describes the experience as distinct from typical retail, noting the focus on cultivating relationships rather than immediate sales.

The showroom operates Monday through Friday from 10 a.m. to 5 p.m. and by appointment on Saturdays. The private salon is available only by appointment.