We’ve all heard about ‘the four C’s’: color, cut, clarity and carats. But no amount of knowledge regarding these would mean anything without the help of the right jeweler. A diamond will be among the biggest—and most important—purchases of your life. Do you really want to base it on Wikipedia? The jewelry business is both personal and professional, something the Haddad family has known for more than 35 years.
“We try to make purchasing jewelry both fun and educational,” says president Michael Haddad. He and his brothers, Alex and Anthony, took over operations and marketing about seven years ago from their dad Rocky, who opened the store in 1978. “Anyone can say they have great customer service, but we provide an experience that can’t be taught,” Haddad says. Everyone who walks through the door is offered a drink and allowed to browse on their own without any pressure, he points out. “It’s a relaxed sales environment. We are here to serve and to treat people fairly.”
Working with a trusted family business makes a big difference when buying jewelry, he adds. “Here, you will deal with people who really care about you. We have a vested interest in telling the truth, standing behind our products and being available for any future service issues.” All that has made them the trusted family jeweler for generations of customers. “Every year, we have a customer appreciation party, where Ozzie Smith and Jackie Joyner-Kersee are on hand for autographs.”
This kind of service is part of the store’s responsibility as a Master IJO Jeweler, Haddad says, an accreditation from the Independent Jewelers Organization given to approximately 800 jewelry stores in the world and based on certain business and ethical standards. “We are one of only two stores in the St. Louis area with this accreditation,” Haddad says. Also, as a Master IJO Jeweler, The Diamond Family is part of an exclusive buying group allowed to import quality diamonds directly from the cutters in Belgium before the rest of the market gains access. “We travel to Antwerp twice a year, and we often purchase diamonds for specific customers while we’re there,” he says. “We always bring them back Belgian chocolates, too!”
Haddad says he seeks to make the shopping experience unique. For holiday shoppers, The Diamond Family is offering its ‘Wish for a White Christmas’ promotion for the third year in a row. Customers will receive a full refund for purchases made through Dec. 18 if it snows 2 inches or more on Christmas day. Next year, the store will offer a counter sketch studio to create custom pieces. “It’s incredible,” he says. “The software asks clients questions about their design aesthetic and suggests jewelry based on their preferences. We can further customize the suggestions to get exactly what they want. About a week later, the jewelry is in their hands.”
At the end of the day, Haddad says, it’s all about the customers. “It’s not just about one sale for us,” he says. “If you buy your engagement ring here, we also want you to come back for the other milestones in your life. We’re honored to have you in our store.”
[The Diamond Family, located at 473 Lafayette Center, has a strong family tradition of providing excellent customer service and quality jewelry since 1978. For more information, call 636.391.6622 or visit thediamondfam.com.]
Photo courtesy of The Diamond Family
