If a diamond is a girl’s best friend, a helpful jeweler is a man’s secret weapon. The Diamond Family in Manchester takes its mission very seriously. “Whether you know exactly what you want or you’re totally clueless, we have every resource you need to have a happy fiancee,” says Michael Haddad.
The business was founded in 1978 by Rocky Haddad, whose three sons, Michael, Anthony and Alex, now run the company. “It’s such a blessing to work in a family business, and it’s such a fun industry,” Michael Haddad says. “One of our goals was taking the business to the next level through technology and positioning ourself as a diamond house so we can better serve our customers.”
The brothers have certainly embraced technology: The Diamond Family has its own iPhone application, The Vow, which displays 3-D images of engagement rings. The company also offers fun promotions, such as its ‘pray for rain promise,’ which guarantees a refund on the ring price if it rains at least an inch at Lambert Airport on a couple’s wedding day. While technology is great, the brothers are quick to point out that there’s nothing like good old-fashioned personal service. As the in-house designer, Alex Haddad works with couples on custom rings, and the brothers fly to Antwerp, Belgium, the diamond capital of the world, to hand-pick stones for their inventory. And clients can have peace of mind knowing The Diamond Family is one of 850 jewelers worldwide recognized by the Independent Jewelers Organization, whose members adhere to high ethics, service and selection standards. This also gives them access to jewelry offered at any member company, which means they can bring in a piece a client may see in a magazine or online. “Through this network of jewelry stores, we gain access to exclusive merchandise,” Haddad says.
Not that you’d need to look any further than the store’s showcases for the ring of her dreams. “We have an enormous bridal selection, including Sylvie Bridal, one of the hottest lines right now,” Haddad says. “We pride ourselves on having an enviable loose diamond selection and about 500 engagement rings to choose from.”
If that seems overwhelming, don’t worry: The Haddad brothers are eager to lend their expertise to suitors struggling to make a ring selection. “Not every guy knows what he wants,” Haddad acknowledges. “But we do this every single day of our lives. And we have a strict no-pressure policy. Every salesperson is trained to be informational and educational.” Staff are happy to teach customers about diamonds and settings, help them develop a budget and guide them through the whole process. “It’s a great one-stop-shop resource,” Haddad says.
Photo by Bill Barrett
Pictured: The Diamond Family
[The Diamond Family is located at 473 Lafayette Center. For more information, call 636.391.6622 or visit thediamondfam.com.]
