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Explore the Difference

Unlike most Internet jewelers, at Diamond Design Co. each piece of jewelry is carefully designed and crafted by our in-house jewelers.

Need it wider, smaller, more stones, less stones, a different metal or precious stone, NOT A PROBLEM. Our jewelry is made-to-order-, "made by us for you".

Fine quality jewelry should come with fine quality service

Why Diamond Design Co.?

An Interview with the President

In case you were wondering if you should do business with Diamond Design Co. (DDC), the President Jacqueline Hull, talks about her company and the online jewelry industry.

Read on and learn about Diamond Design Co. philosophy, values and vision. I think you'll be impressed with the high standards, focus, and direction this company is heading.

What makes Diamond Design Co. different?

I think the most important difference at Diamond Design Co. that is not always obvious is that we are jewelers with more than 20 years experience not only in the industry but with actually making fine quality jewelry. 

We have a unique business model in that everything we do is made-to-order specifically for that customer.  All aspects of our jewelry are customizable because we make it.  We also include all the after the sale services only a jeweler can provide, like annual inspection, appraisals, redesign and upgrades.

So we are different than pure online retailers because of the quality of our product and our after the sale services.  And we’re different than jewelry stores because we do not carry inventory (which inflates prices), so our prices are unbeatable for fine quality jewelry. 

When I do an online search for wedding bands or anniversary rings there are thousands of results, how can shoppers choose?

The Internet is inundated with jewelry resellers because it is so easy to do, this is great for small business, but unfortunately there is a huge gap in quality and service you can expect from these sites.  My advice is to get educated, determine your needs and ask lots of questions.

At Diamond Design Co. we specialize in Anniversary, Engagement and Wedding jewelry, that’s it.  This is a really important and expensive purchase, because of that and being jewelers we can offer all the after the sale service that resellers cannot. 

So when the purchase is for something this important, the after the sale service is paramount to a good investment.  You can start by eliminating the sites that don’t offer any services.

Quality is another way to determine how reputable the company is. If the description of products is not specific about details, especially diamond quality, carat weights, etc. I’m a little suspect.  Unfortunately the jewelry industry can be like the “used car” industry of buyer beware.  Look for questionable detail in the product description like diamond quality ranges of SI – I1, this is a huge range and difference in product quality and price.  Whenever there are large ranges assume you’ll be getting the lowest in the range, translated to "overpaying."

Basic rule is you can eliminate sites that don’t offer services, short return policy, or poor item descriptions. 

What about Blue Nile, how do you compete?

Honestly, Blue Nile is a non issue to us.  They are a reseller.  Their business model has been very successful, a great case study, similar to Wal-Mart or Costco, in that their competitive advantage is in their vendor relationships and squeezing costs out of negotiated pricing and importing from mass produced overseas manufacturers.  This is great if you want a mass produced, over-night piece of jewelry.  Not what we do at DDC at all.

It’s the mall jewelry stores that are suffering from the competition of Blue Nile because they are selling a similar product at a higher price. Neither offer services.

We frequently get customers who have been to Blue Nile but cannot get the quality or customization they're looking for, or any kind of after sale service. In truth, after the 30 day return policy you are a stranger to Blue Nile. At DDC our goal is to build relationships with our customers.

We offer a 45-day return policy because we sell a much higher end product and this allows for third party appraisal if needed. Most online resellers like BN offer 30 days, and that is driven by the vendor return policy they have to conform to, so if you return it to them they can return it to the manufacturer. At DDC we are the manufacturer and are not constrained by these issues.

I think what they offer is great, but as far as competition goes with DDC, we're in a different marketplace that's all. Our customers are much more particular about quality, investment value and follow on service.

Diamond Design Co. frequently refers to “Tiffany Quality” on their website, what does this mean exactly?

When I completed my MBA in 1998 I went to Tiffany’s to purchase myself a gift, it was a three stone diamond ring for $22,000.  While I couldn’t bring myself to spend that kind of money on a “gift for myself ”, instead I got interested in jewelry and diamonds and learned how to make “tiffany quality” jewelry at ½ the price.  Typical because I've always been fascinated by business models.

Naturally as a business person I understand Tiffany’s is a brand name and a wonderful experience, and more importantly their jewelry is of the finest quality.  But that brand and experience come at a high price.  I was inspired by my visit to Tiffany’s to start this company; I saw a need in the marketplace for high quality without the “brand name” prices.

At DDC we focus on quality first and foremost, so when we say "Tiffany Quality" it's about standards, we set the bar high and plan to exceed it.

What are your biggest challenges?

As with any business there are many, especially in this competitive and dynamic marketplace of jewelry.  Some items that we focus on at DDC are educating customers and building trust.  The two generally go hand in hand, but the challenge in educating customers is helping them to understand diamond quality and it’s effect not only on price, but more importantly long term value.  Armed with education the shopping experience is much different, for this reason we try to provide extensive educational resources on our site.  Also at DDC you can call us and speak with a jeweler and ask all the questions you need.

Building trust for such an expensive purchase on the Internet is difficult at best.  I find that our customers who take the time to get educated are more trusting and satisfied.

What are your biggest rewards?

This is easy, you just have to read our testimonials.  We have been honored to share in some of the most important life events.  The jewelry we make is not about us, but about our customers. 

Why doesn't Diamond Design Co. have online tools to "build your own ring"?

I like this question because it comes up a lot. The technology in the marketplace used to "build your own ring" is extremely expensive to build and implement, and I'm not personally sold it is worth the investment and additional cost we would have to pass on to our customers. Additionally, those tools are also geared more towards the loose diamond market where they are selling virtual diamond inventories. We don't do that at DDC.

I think those tools are "slick" but the reality is you are really just pointing and clicking a basic setting with different stone options. You are not actually "designing" or "building" your own ring, you may be getting some ideas, but the ring you order from the sites offering this is still not something they are going to make for you.

I know, I sound like a snob, but the truth is I come from a technology background so I know the investment that needs to be made, but I have also been in the jewelry business long enough to know customers use those tools and then shop for price. So why incur the expense to build it if it's already on the Internet, how many "build your own rings" do you need?

At DDC we really try to focus more on personal service and actually talking to our customers about the ring they want, finding the right diamond for them, and designing the ring. Don't get me wrong, we have a huge investment in the latest technology, but it's jewelry making technology like CAD design, integrated milling and industry leading casting methods. The quality of our product is what sets us apart.

Where does your tag line “Cherish the Moments...” come from?

That’s an interesting question.  Ironically it may seem that it means cherishing the special moments like when you get engaged and that works well with the theme of our business, but actually it’s so much more than that.  At DDC “Cherish the Moments... “ is part of our culture.  Because life presents us with both difficulties and joy, we must choose to focus on the joyous times with gratitude, that’s what “Cherish the Moments...” is all about. 

Personally I think this is a great way to be.  It’s great for our culture and really exemplifies how we feel about our customers and sharing in their special occasions. The joy of our customers always overshadows the challenges we might face.

What is the future of DDC?

Due to the boom of the Internet, we have become this unique and special business, a personal jeweler without the barriers of location or high costs.  We're very proud of how our company has evolved in the last seven years, and we're excited about the future.

Our business model, our culture and our values lead us to want to continue building personal relationships with our customers, not get sucked into the mass produced world.  My goal is that we do not grow so much that we lose our personal touch and this is a delicate balance. 

 

Ask a question or comment on this article.

 

 

 
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