who we are
Michael PARISE
Sales Manager BY STACEY STATHULIS
M
ichael Parise has taken a well-traveled road in the jewelry industry on his way to his current role as sales manager at the Diamond Cellar’s Easton store. But it is a road he was not looking to travel in the first place. “I had no interest in selling jewelry before I took my first job. I fell into the business because of my best friend at that time,” says Parise. “I had just earned my real estate license, but selling houses when you’re a 20 year old straight out of school wasn’t easy. My friend knew I was good with people and asked if I wanted to help him out around the holiday season. Fifteen years later…here I am.” Parise’s road to the Diamond Cellar veered through Kay Jewelers and Bailey, Banks & Biddle before turning toward International Diamond & Gold and finally to the Diamond Cellar in 2010. “Up until the point I was hired at IDG, I never really looked at jewelry as a career path for me. I was just a young kid working in the mall trying to figure out what I wanted to do with my life,” he admits. “After a short time, I realized that I really loved selling jewelry and might be able to make a nice living for myself. I was crushed when IDG closed, but it has turned out to be a blessing in disguise. The Diamond Cellar is, hands down, where I was meant to be. I have no doubt in my mind that I will retire from here in 30 years.” That kind of positivity is what Parise carries into his day-to-day customer service and he says it helps in building every customer relationship. “The customer walking through the door doesn’t care about what’s going on at home or in your relationship. They expect—and deserve—your best effort regardless of what they came in for,” he says. “Being genuine with people, smiling, remembering their names and listening to their needs goes a long way. After the sale, I touch base to see how things are going and to say thank you for the business.” Having spent so many years in the jewelry industry, Parise has been fortunate to build and foster customer relationships that evolve over time: from engagement to wedding, and on to anniversaries, the arrival of children and other life events. “It’s rewarding to have even a small part in something so special. In our industry, relationships are all about trust. My clients trust me to find the perfect gifts for the people they care about most. That’s a great feeling to have every day you come to work.” So it makes sense that Parise loves to sell engagement rings. He says he loves everything about the process and what the purchase stands for. “I enjoy taking time to educate my customers so they understand the differences in their choices,” he says. “I love to hear the story of how each
couple met and I truly love guiding them through the process of finding the perfect ring. Anyone can sell you a ring; I want to sell you the right ring.” Selling the “right ring” requires an understanding of the jewelry business, fashion and technology, all of which are in a constant state of flux. “The jewelry industry is completely different from what it was 15 years ago. The internet is both a gift and a curse. It’s a great way to gather information and get ideas, but most people don’t understand all the variables that go into buying a diamond or high-end watch. It’s impossible to do 30 minutes of research and learn what it has taken someone 15 years to learn.” Parise credits the Diamond Cellar buying team with keeping the sales team up-to-date on industry trends and brands. He regularly reads various watch and jewelry magazines and tracks the websites of many of the brands the Diamond Cellar carries. “I’m very passionate about my profession, so I enjoy learning and staying up to date on the industry,” he explains. Parise is originally from Pittsburgh but is a true Ohio State football and basketball fan, attending as many games as he can in a season. In fact, Parise is a sports fan in general, watching and playing as many sports as he can. He played baseball in college and still plays in a competitive wooden bat baseball league. Parise is engaged to be married to Jenn, an asset management professional for JP Morgan. He and his finacée welcomed their daughter in August.
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