Diamonds are probably one of the most valuable asset you can have in your lifetime. Having said so, it's crucial to learn how to buy the highest quality of diamonds - those which can make you say "It's worth every dollar I spent".
So whether you've been investing in diamonds for some time now or you're new to this, chances are you already possess a healthy dose of idea on how the diamond market works. Even so, we wanted to help you be the pro you wanted to be when it comes to diamond buying. Here's an interview with Nissan Perla, the world's strong diamond supportive which can surely help you buy diamonds like a pro.
What problem does Diamond Registry solve and why is it important?
Diamond buyers today lack sufficient clarity on what they are buying and paying for. Making an informed decision when buying a diamond can be hard, not everyone is a diamond pro. But even when they do have all the information the amount of diamond shops overwhelms them.
Nissan Perla
We solve that problem by providing relevant in-depth information about every facet of diamond quality that sets the value and how that affects the pricing. Next to that, we transparently give our clients a view of all diamonds available on the market through our worldwide network of diamond suppliers. This way, our clients are able to source the worldwide diamond inventory from diamondregistry.com. It’s fast and easy.
Throughout the process we are always transparent about what diamonds are available and their diamond prices, so all our clients know exactly what they are buying and what makes the price. This way, our clients get the education they need to take control over their purchase, and we assist them through our network and experience.
How did you come across this idea and what motivated you to start? (As you know most people don't take action on their ideas)
Diamond Registry was founded by Joseph Schlussel in 1961 as he found himself scrambling and losing time while hunting down the matching diamond for his clients’ needs. In 2009, Joseph Schlussel mentor passed away. As a close friend of Joseph Schlussel, I took the position as CEO to further share my knowledge and 35 years of experience to help clients all over the world and further grow Diamond Registry’s legacy. I see a lot of potential for this kind of business, blending online and offline services, as Omni channel buying is becoming more and more the preferred shopping style of millennials.
Who's your target audience?
Everyone from international diamond buyers and creative, independent women to Hollywood stars and your next door neighbor who wear our diamonds when they walk the Red Carpet.
How did you acquire your first customer and how long did that take?
We acquired our first customer by online inquiry that she dropped by filling in our quote form on the website. Just couple minutes after it came in our mailbox I reached out to her by phone.
How many hours a week do you work? As CEO working all around the globe and getting in touch with many people in different time zones, I don't sleep much! I'm in constant contact with many customers all day and night. The only time I get to sleep is during a flight as I travel the world to meet potential clients, simply because I then have to switch off my phone.
What are some hardships you had to overcome in the beginning and how did you overcome them?
Extending my business from strictly B2B to a business that does B2C too, took a lot of effort in the beginning. Also, understanding the digital business was hard in the beginning. I had to learn everything from scratch, so I surround myself with experts and asked many questions all of the time to understand what needed to be done and what could be done better. Until this day I still learn, as it is such a fast moving industry.
With regards to funding, how did you fund your business? How hard was it and how much time did it take to acquire those funds?
As Joseph set up Diamond Registry, I relocated some of my internal resources of my main wholesale business to continue Diamond Registry. The struggle we had was not so much in funding, but adapting the business model to a new world.
Did you quit your job? If yes, how long after you started your business did you quit and what made you decide it's time to quit?
In my life to be honest I have never quit anything. The wholesale business that I started at first is still alive and well. I just spend more time on diamondregistry.com, as it’s my new “baby” of the family.
List a few of your favorite books and blogs that you recommend to others in your industry to read.
I honestly do not have enough time to read books as much as I would like to. However, I am addicted to information, stocks and business news so I try getting my information from all over the place in between meeting clients.
What are some mistakes you made and how did you fix them?
We wanted to completely change the original website to a brand new technology and design. We lost a lot of visibility because of this change as we did this. We responded fast to fix the problem by switching back to the original website and by transforming the original webpage day by day in order to improve.
Conclusion
Diamond purchases can be tricky but worth it if you've found the best buy. We sure hope this interview with Perla can help you make the most confident purchase each time.