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MajorsMar 02, 2018
Diamonds Direct Opens First Ohio Store
It’s in Columbus and is the 15th location for the chain overall.
The Diamonds Direct store in San Antonio, Texas. The retailer had 10 stores at the end of 2016, opened four in 2017 and just added its 15th this week with the opening of a new store in Columbus, Ohio. (Photo ©Cindy Kelleher)
Columbus, Ohio--Diamonds Direct announced this week it has opened its 15th location, which is also its first store in Ohio.
The store is located in the state capital, Columbus, on Polaris Parkway near the Polaris Fashion Place mall.
Tery Vari, an Ohio State University graduate, is returning to his hometown to oversee the new store after nearly seven years as the general manager of the Diamonds Direct in Virginia Beach.
He will be supported by Diamonds Director Senior Vice President Barack Henis.
According to National Jeweler’s 2017 State of the Majors report, Diamonds Direct had 10 stores as of the end of 2016. The chain opened four stores last year, bringing its total at the end of 2017 to 14.
The company ranked No. 29 on the list of $100 Million Supersellers, with an estimated $180 million in jewelry and watch sales in 2016.
In an interview for the State of the Majors analysis story, the retailer’s CEO, Itay Berger, talked about his philosophy when it comes to opening new stores and staffing them.
He said his biggest concern isn’t online competition; it’s delivering the right experience to customers who come into his stores.
“Our basic assumption at Diamonds Direct is, no one really wants to buy a diamond online. It’s up to you and what you do with that customer [when he or she comes into the store], and how much you are willing to listen and find a way to make it happen for him or her,” he said.
“I think what keeps me up at night is, really, having the right people on the floor, in the back office, in the shop, at the front desk. That’s the key in retail. If you have the right people to take ownership and care, you’re going to be successful.”
Diamond Direct was founded in 1995 and is headquartered in Charlotte, North Carolina. The retailer’s 15 stores are spread across 11 states.
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