Most retailers know that customer comfort translates into sales. Izzy Israeli wants his customers to feel comfortable too, but he has a different goal in mind. Instead of focusing on the sale, he wants to know who he’s “working for.” As CEO of Atlanta Diamond Design, Izzy approaches his jewelry business with a desire to satisfy, a commitment to quality, and feelings of joy when he sees the smile on his customer’s faces.
Believing customers are an extension of his family tree; Izzy and his wife Terri commit themselves not only to their customers, but to their community as well, making them the neighborhood’s favorite jeweler. They are actively involved in multiple local charities including: Children’s Healthcare of Forsyth, the Wounded Warrior Project, Toys for Tots, Team in Training for Lymphoma and Leukemia and many more. Participating in charity events is very important to Izzy and his staff.
Looking back, Atlanta Diamond Design aspired to be a small, independent store with big capabilities. They’ve been intentional about carving out their niche as the local, neighborhood store, but also wanted to offer services that are not common to small independents. This translated into earnest, genuine conversations with customers while, at the same time, hiring experienced talented staff and keeping up with the trends. Everything they bought, everything they sold and every personal interaction in between supported that goal from the first day he opened his first store in Duluth, Georgia in 1990.
Izzy’s passion for custom design was contagious. His love for the art of jewelry coupled with the desire to please his customers made him stand out above his competition. And his commitment to his family, his staff and his customers quickly became his calling card.
But it is his expertise of more than 35 years that allows him to sit with customers, openly listen to their dreams and create beautiful sketches, renderings, wax molds and, finally, finished pieces.
“We are crafting life’s lasting memories,” said Izzy, “and we try to recreate memories through jewelry.”
Izzy has his father-in-law, Samuel Stammer, to thank for helping him hone his bench skills. Samuel, who trained in Europe, allowed Izzy to sit with him for more than three years while he learned all he could. It’s no surprise that his customers rave about the high quality of his work.
With the enormous success of his store in Alpharetta, Georgia, Izzy and Terri decided to open a second location in Forsyth County. The idea originated with the property developer of a new shopping area called The Collection. This particular developer catered to high end clients and the manager needed an upscale jeweler added to the collection of stores already participating. So he personally called the Israeli family and asked them to consider opening a second location in this new shopping area.
As they considered all the possibilities of opening another store, the time was right to bring on two of their children. This 3rd generation was stepping in at just the right time and their input can be seen and felt throughout the company today.
“We’ve always been a jewelry store that cared about its customers, but also one that is very upscale with a lot of focus,” Izzy explains. “We have a deep passion for what we do and my children are the perfect addition to the company. They help us stay young and up-to-date with the social media and marketing aspect of the business.”
Social media, Twitter and Facebook are a big part of the marketing strategy for Atlanta Diamond Design. Often the stores tweet about bridal designs, or offer advice on choosing a setting. Occasionally they will tweet about colored diamonds, how to decide where to sell your gold and, of course, about their sales and other events.
Likewise they use blogging to help them build their brand, establish themselves as the expert in the fine jewelry field and gain traction in the Google search for jewelry stores in Forsyth and Alpharetta.
With distinct jewelry, custom design capabilities, full-service repair and employees who share the same passion for customer service that their owners have, it’s no surprise both stores have an exceptional reputation among their respective communities.
As store manager Alison Bowden eloquently states: “One advantage of small business is that you have immediate access to the owners, so if you need anything you can go directly to them to make it right for your customer.”
With 11 employees and 2 locations, the staff at Atlanta Diamond Design has created success one neighbor at a time.
“We feel like new customers come in with their armor up because they don’t know us yet, and we love to disarm them before they leave the store,” Alison proudly states. “We want them to know we’re on their side and we will take care of them.”
Be sure to follow Atlanta Diamond Design on Twitter @AtDiamondDesgin or on Facebook at terri.atlantadiamond. You can also check out their blog by visiting their website at www.atlantadiamond.com/blog.