Primary Job Title President and CEO Primary Organization 
Diamond Relations
Location Nashville, Tennessee, United States Regions Southern US Gender Male
LinkedIn View on LinkedIn
Like many jewelers, I had no real system of keeping track of opportunities that were coming into my store. The salespeople had to take their clients’ information, put it on a form, and shove the form into a massive book. As an owner, I just had to sit back and assume the sales associates were actively following up with the clients. The day came
when a customer came in to request an item from a wish list she had previously made; to our embarrassment we could not find it nor had any record of this customer. That was the tipping point for me, so I began to look into CRM tracking systems for my salespeople to use.
I quickly discovered that there were many solutions out there for other industries, but none targeted for the jewelry business. One of the solutions that caught my eye was a new technological advancement called CRM, which stands for Customer Relationship Managment. With further research, I found that everything available was far too complicated and time-consuming for the fast-paced person behind the counter. My salespeople are brilliant and great at selling, but they are no I.T. squad. I decided to customize a CRM system that was internet-based to precisely fit their needs as a salesperson and mine as a manager. This was complicated because I had nothing from which to springboard. Since no CRM had been created that could meet all of these needs, I had to start from the ground level. After days and nights of working with technical teams and stripping down CRM programs, Diamond Relations exploded into being: a CRM system developed by jewelers, for jewelers. I implemented it in my two locations and could have never expected what happened next.
