Last updateTue, 17 Apr 2018 11pm

Diamond Emotions brings customization home to retailers

For more than 35 years Rick Gouthro has been a part of the retail jewelry industry. He spent 20 years in retail, starting out as a store manager, then district manager and eventually as director of stores for a major corporation. Gouthro then shifted to the supply side of the industry as Vice President of a major jewelry manufacturer for 12 years.

D-emotions“My retail background, and my manufacturing experience gave me the opportunity to start my own company,” he said. Gouthro’s more than three decades of experience have given him a true appreciation for what happens behind the counter. In fact it is his appreciation for the independent jeweler that prompted him to start Diamond Emotions.

In 2009 Gouthro and his wife Gerri launched Diamond Emotions - their own jewelry manufacturing company with a focus on bridal - specifically to service the independent retailer. “We chose the name Diamond Emotions because while in college we were looking for engagement rings and the sales associate emphasized the meaning of marriage and brought out all the ‘emotions’ that a marriage entails,” said Rick.

D-emotions1“My loyalty has always been to my retailers, and I knew I could serve them best by providing them with exactly what they needed,” effused Gouthro. “This is so personal to me that when they call the company they get me on the phone.”

Gouthro customized every inch of his product line and his terms cater to his retailers. He builds exactly what they ask for, refuses to charge for custom CAD designs and throws in display cases for free. Average quality is G-H SI goods, and delivery happens within 30 days.

D-emotions2When asked about pricing Gouthro commented: “We’ve never had anyone complain about pricing. We’re not the highest by any means and we’re not the lowest, but we are priced for the independent jeweler. No one is so small that they can’t afford us.”

With years of fine jewelry experience, Diamond Emotions retailers benefit from the lessons Gouthro has gleaned throughout his career. Check out their website at www.diamondemotions.com or call 517-719-2935 and ask to speak to Rick.