go up in the color and down in clarity, or if he wants to go down in both and go up in size. Maybe he wants to go smaller but he wants the highest quality he can get.” His sales people prove their price is right, Berger says, by explaining the industry’s wholesale sheet—the Rapaport Diamond Report. “No other jeweler will show it to you,” Berger says. Most Diamonds Direct customers save 30 percent to 40 percent on what they buy, he Diamonds Direct SouthPark Location
Customer Care
adds, and they benefit from the work of the shop’s four master jewelers. These craftsmen
worked at other jewelers and, even though
build the designer settings for the precious
“If you’re not ready to work hard for the
they make a salary rather than a commission,
stones and create other pieces such as bracelets
customer and have fun, you don’t belong here,”
they often earn nearly double what they were
and pendants.
Berger says.
accustomed to. Berger says volume sales make
One of the most successful of his 25 fulltime sales people is a person who started as a receptionist. “She knew zero about diamonds,” he smiles. “But she had the heart, she wanted to learn, she had the spirit and the attitude.” Most of the Diamonds Direct sales force has
that possible. Along with price, Diamonds Direct’s selection is also impressive. “When you have over 100 stones at one
“Anything we do in the shop is free,” Berger says. “Service, repairs, sizing, cleaning, resizing. If you bought a ring here seven years ago and one of the tiny diamonds fell from the setting, we replace it at no charge.”
carat,” Berger explains, “you can show the cus-
“Our guarantee is second to none,” Berger
tomer 10 and he can understand if he wants to
says. “If we sold you a piece, we will stand behind it 100 percent. If something happens and it’s not right for you, you are not going to be stuck with it. We will just take it back and give full credit. It’s the right thing to do.” That builds referrals, which Berger values higher than the $1.5 million on advertising Diamonds Direct does annually on radio and
BUILDING TRUST FOR MORE THAN 20 YEARS
in magazines. “A happy customer who is a walking billboard for us means the world to me,” he says earnestly. “A happy customer will tell 10 people. An unhappy customer will tell 30 people.”
We are Certified Public Accountants and business
All Facets of the Marketplace A Charlotte diamond buying trend is more
advisors to companies
couples shopping together. Usually, the
doing business here and
prospective groom returns alone. “The lady narrows it down for him,” Berger says. “But
around the world.
she gets a surprise, because he still makes the final decision.” Another trend is women buying for themselves—often big pieces. “We see it in the second marriage or ladies who are single and want
201 South Tryon Street, Suite1500 Charlotte, North Carolina 28202 704.377.0239 • greerwalker.com
GREER & WALKER, LLP C E RT I F I E D P U B L I C A C C O U N TA N T S
to spoil themselves,” he says. The biggest stones Diamonds Direct has sold since Berger came to town were a 22-carat square emerald and two diamond rings, both over 10 carats. The most expensive sale he’s
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