For Rick Gouthro, president of Diamond Emotions in East Lansing, Mich., business is personal by design – and he intends to keep it that way.
“Diamond Emotions takes pride in building to suit every customer,” Rick says. “We build the custom setting; we do it all. We want to be their factory, their design studio. There are big names out there that do this, but when I think of the independent jeweler who doesn’t have the resources or the relationship with large vendors to do these things, we kind of become part of their staff.