Happy New Year from Diamonds Direct!

Well, the holidays are over. We are pulling down our cheesy store decorations. Putting away the Dean Martin Christmas collection. The twinkle lights are still up along France Avenue, but the holiday window displays are all slowly disappearing. Another year ends and another year begins.

The end of a year is a time to reflect. At Diamonds Direct, we are no different. The end of a year symbolizes a lot for any business- especially a business that sells luxury goods. We are happy, grateful and humbled to say that our sales in 2011 were up substantially from 2010. Since the economy has been so wishy-washy the past few years, this sparks our enthusiasm and makes us feel like we have ‘weathered the storm’. This feeling would not be possible without an amazing customer base and awesomely loyal customers. We have been doing business since 1981 and have seen lots of interesting times, but none as challenging as the recent years. We have watched several small jewelry businesses around us close their doors, but we are still here! Doing business the way we always have. No paid advertising. Referrals, insurance claims and repeat business only. Not spending money on advertising all over the place, creates a smaller overhead which turns into saving for our customers. We continue to be ‘snobby’ about quality, but not about price. This way of doing business has always set us apart and now we feel it is what has saved us.

Perhaps I am being too optimist that things are looking up, but I don’t really see a reason not to be optimistic. There are plenty of people out there being plenty pessimistic for all of us.

2011 was the holiday season filled with engagements. Not only engagements, but over the top proposal stories! I will be starting to compile some stories and photos for all of your “ooohhhing” and “ahhhhing” needs.

Happy New Year from all us at Diamonds Direct. We truly appreciate your support and loyalty!

Keep Sparkling!

Kristina