Diamonds on Wabash

Apr 7

In their own words

“I got into the jewelry business about thirty years ago. My father was a manufacturer, and I swore I would never go into this business. Then one day, the front showroom was very busy, and customers were coming in, and somebody needed help. I helped them find the perfect ring—we designed it and made it. And when they picked it up, the look on their faces and their happiness made me so happy that I caught the bug of bringing joy to people. That’s what we do here at Diamonds on Wabash. We love our customers, and we take care of them like family. I always say you walk in as a customer, and you leave as a friend.”

-Sylvia Pessah

Jason’s Interview with Sylvia

Jason

We're back on Meet the Jewelers and today we're talking to Sylvia Pessah from Diamonds on Wabash in Chicago, Illinois. How did you get into the jewelry industry?

Sylvia

I got in the jewelry business about 30 years ago. My father was a manufacturer and I swore I would never go into this business.

After college, he said to me, "You know what, I'm short-handed, could you just help me out?" I thought, "Oh, okay." So I helped him out, I was in the back of the manufacturing part of it. I really didn't like it too much. Then one day, the front showroom was very busy and customers were coming in, and somebody needed help. I helped them and found them the perfect ring, we designed it, made it for them, and when they came to pick it up, the look on their face and the happiness just made me so happy that I caught the bug. For over 30 years, we've been doing that here at Diamonds on Wabash.

We care from our heart here. We do whatever it takes. It's not just about selling, it's about making you happy. We love our customers. We take care of them like family. You walk in as a customer and leave as a friend.

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Jason
How many generations have purchased from you?

Sylvia
I took care of a customer about 29 years ago and I just sold to his son. That was really very touching for me and we've done it to several people now, their children are starting to come. We've built relationships through the years.

Jason
What do you say your magic is?

Sylvia
Our magic - we really care about our customers. We want to make them happy. We listen to them.

Jason
How do you compete with other jewelers in Chicago?

Sylvia
We just don't carry what everybody else has. We care about quality at a good price.

Jason
Do you have a lot of exclusive relationships with brands?

Sylvia
We do. We carry Simon G, Gabriel, Crown, Benchmark. We have a great inventory, four cases of engagement rings, wedding bands, colored stones. We try to be your one-stop shop.

Jason
Do you do a lot of online interactions with customers?

Sylvia
Yes, we do. I have a Podium. If customers need anything, they can message us and I reply right away.

Jason
Do you have any other family members that have joined you?

Sylvia
I've got three kids, so they're probably going to be the future.

Jason
Tell us about some key trends and design inspirations.

Sylvia
The classics are always in style, diamond studs, pendants, the tennis bracelet. I feel like that's always in style. I feel like the girls today like very unique and dainty pieces as the older generation, likes the big. A lot of layering going on.

Jason
How do you compete against an online retailer when it comes to engagement rings?

Sylvia
We educate them. We can show them several diamonds. They can look and compare and make the right decision. We have a 30-day money-back guarantee. We have financing, six months interest-free through Wells Fargo.

Jason
Let's jump into all that you do for Chicago and your community. I'm not gonna ask you to list every single cause and charity work, but what are some key ones that are coming to mind right now?

Sylvia
We just had the Chicago Women's Entrepreneurial come to our store. We had a nice event for them.

Jason
Why do you think people trust you?

Sylvia
Because we treat them like family. I treat everyone who comes in here like someone I know. We become friends and we get to know them.

Jason
Tell us about a fun proposal experience that you were a part of.

Sylvia
We've had people get engaged in the store. We have had people get engaged in front of our store. I guess they were so excited they couldn't wait

Jason
When you think through the next five, ten years, how are you going to position yourself?

Sylvia
Properly by listening to our customers and their needs and what we get asked for. Today's generation wants smaller, thinner, layered pieces. The big colored stones don’t seem to move as much as the more delicate pieces. The girls today really like to layer.

Jason
Tell us about your customization experience. What is it like working with your staff to design their special piece?

Sylvia
When they come in and like to do CAD, we talk about it, put it in the computer, it's 3D form. Then we produce a wax so they can see it. Once they approve that, we go ahead and cast it. We do it all here. It's really growing. People like to design their pieces and make it special for the one they love.

Jason
Last question for you, this is your platform, let us know whatever you like.

Sylvia
Come and visit us at Diamonds on Wabash at 15 South Wabash, and we'll be happy to take good care of you.