Kesslers Diamonds

Kesslers¨ Diamonds is in its fourth decade of business and is the largest seller of loose diamonds and diamond engagement rings in the state of Wisconsin. The business took off when Richard reanalyzed the business from the customerÕs point of view. He decided to study all of the bigger jewelry stores and eliminate all of those things that did not directly serve the customer. The first thing he did was to lower all the prices and put a little sign in every showcase that said, ÒDonÕt wait for a sale, there isnÕt going to be one.Ó We still have those little signs in every showcase today and we havenÕt had a sale in over 20 years. He learned that most customers hated the negotiating game. He did too. Next, he decided to focus on engagement rings and loose diamonds. Instead of trying to be everything to everybody, he decided that we were going to be the best at one thing. We started to put together the biggest selection of engagement rings and loose diamonds in the area. Then he added KesslerÕs Miraculous Warranty. The only thing we donÕt cover is loss of an entire piece or theft. None of our employees wear suits and ties. We dress casually just like our customers. The music we play is mostly rock and a little louder than you might expect. Most of our employees come to us with no jewelry experience. We try to hire people who enjoy making other people happy. If their heart is in the right place, we can teach them the jewelry business. RichardÕs asked all the time, 'Who trains your people?' The answer surprises most folks. 'Their parents do!'