Austin Engagement-Ring Store Built on Trust, Friendship and Reputation

The Diamond Reserve, Austin, TX

OWNER: Kaeleigh Testwuide; URL: thediamondreserve.com; FOUNDED: 2015; OPENED FEATURED LOCATION: 2024; AREA: 1,000 square feet; ONLINE PRESENCE: 43,800 Instagram followers; 1,006 Google reviews

IT’S NOT AN EXAGGERATION when the team at the Diamond Reserve’s new Austin location says shopping with them for diamond engagement rings is like hanging out with friends. Director of Operations Erin Kurtz and sales associate Kaitlin Rathkamp have brought the Denver-based company’s friendship-first philosophy to Austin, creating a uniquely personal diamond buying experience.

The Austin location represents both the first expansion and a significant rebranding for founder Kaeleigh Testwuide’s Denver-based diamond business. While her original operation is based in a Denver office building, Austin marks the Diamond Reserve’s evolution into storefront retail.

Testwuide caught the diamond bug in 2015 when she bought the Diamond Reserve, formerly a diamond marketing company, from her employer and rebuilt it into a private diamond retailer specializing in engagement rings. Her hiring philosophy of working with trusted friends and family, evident in her Denver location where she employs her sister and former nanny, made the Austin expansion a natural extension of existing relationships.

Alex Lourash, general contractor and carpenter, transformed an open space with good bones into a stylish environment that Erin Kurtz describes as “the opposite of Grandma’s living room.

The Austin location was conceived organically when Kurtz, who had served as Testwuide’s executive administrator since 2016, decided to relocate to Texas. She brought her job with her remotely, then proposed opening the Diamond Reserve’s first expansion location in Austin, and significantly, its first traditional retail storefront. Rathkamp, a yoga instructor turned diamond expert, relocated from Wisconsin to help her longtime friend launch this new chapter in the company’s development.

They both are enthusiastic about the location. “What do we not love about Austin?” Rathkamp says. “I love the food trucks, the Tex-Mex food. It’s bike friendly, there’s a cold springs a mile or less from downtown. Disc golf. Pickleball. Live music and comedy. It’s a friendly city. And it’s pet friendly.”

Creating the perfect Austin location required careful consideration. Neither Kurtz nor Rathkamp knew the city’s neighborhoods well enough initially, but they found their ideal spot in a bright 1,000 square-foot space on South Lamar or “SoLa,” a walkable area popular with young professionals and recent college grads, and surrounded by restaurants, retail, and apartment complexes.

“As soon as I saw this, I was just like, this has to be the spot!” Kurtz says. “It had the good bare bones we could build from.”

The six-month renovation, overseen by Kurtz’s partner Alex Lourash, transformed the space into something far from traditional jewelry retail. Lourash, a general contractor and carpenter, made the showcases and designed strategic lighting tracks.
Herringbone hardwood floors, natural light and Venetian plaster create an art gallery atmosphere.

“We wanted to be the opposite of Grandma’s living room,” Kurtz explains. “A lot of jewelry stores are ugly brown or dark.” Diamond paintings by Poland-based artist Tetiana Samoilenko enhance the gallery aesthetic; the team bought her entire Etsy stock and commissioned additional pieces.

Since opening in 2024, the Austin location has exceeded expectations. “We got busy fast,” says Testwuide, who visits the Austin store quarterly to support the operation. The rapid growth reflects both the Austin market’s receptiveness and the strength of Kurtz’s leadership in translating Diamond Reserve’s Denver success to a new city.

The Diamond Reserve’s Austin business growth has been driven by a combination of winning personalities, local word of mouth, Google Ads and the stellar reputation it built in Denver. The company has racked up 43,500 Instagram followers and more than 1,000 five-star Google reviews. “People in Austin can do their research and see that we’re real people, not some corporate brand,” Testwuide says. They’ve also used Google Ads and boldly eye-catching billboards in their marketing campaign. True to form, the high-visibility billboard campaign began as a collaborative project simply because the Denver team decided they’d love to see themselves on a billboard. They’ve made an impact with statements like, “We Sell Big A$$ Diamonds,” and “Big Diamond Energy.”

Austin customers have revealed themselves to be different than the Denver clientele.

Austin customers tend to be more diverse and younger, often marrying right after college graduation with correspondingly different budgets and style preferences.

Rings tend to be more eclectic, often featuring colored gemstones, side stones or other unique touches, the team has observed.

However, Rathkamp notes that Austin clients respond to the same consultative approach that made Denver successful. “We don’t push anything,” she explains. “It’s about figuring out their style, what they’re going to love, and really educating them, too.”

The Austin location operates with the same appointment-based model that proved successful in Denver, though walk-ins are welcomed when they ring a bell and staff is available. Initial appointments last 45 minutes to an hour, with couples typically committing by their second visit after placing a deposit of half the cost of the center gemstone. Clients work with the same diamond expert throughout their experience, ensuring the personal relationship that defines the Diamond Reserve’s approach.

“The feedback we hear most often is how surprised our clients are that the process was that easy,” Kurtz says. “We keep it simple by finding the perfect center stone and building the setting around it. Most clients walk in unsure of what they want but leave confident in their design choice.”

Once Austin customers join the Diamond Reserve family, the local team works to maximize value within their budgets. “We don’t just get you a diamond. We hustle the dealers to find the best options. We want our clients to feel they got a good deal,” Testwuide explains. And true to the company’s relationship-focused approach, “Erin will remember your name for 20 years even if you only come once.”

The Austin location’s success has validated Diamond Reserve’s expansion model and friendship-based approach. “What we created was something Austin wanted,” Testwuide reflects. The store has met not only financial expectations but also demonstrated that the company’s culture translates effectively to new markets.

“I’m very lucky that Erin has worked for me since the inception and is rebranding it for me into a brick-and-mortar,” Testwuide says. “With the longevity of the relationship, there’s so much trust. She’s a workaholic, she’s loyal, she’s hardworking and I’ve never met anyone who doesn’t adore her.” As excited as she still is about selling diamonds, Testwuide says her most rewarding contribution to the business now is staff development and bringing her team to the realization that they can build a real career in diamond jewerly sales. “You can really make great money, build a book of clients and have fun doing it,” she says.

The Diamond Reserve in Austin may look like a gallery, but its homey atmosphere and pet-friendly policy add a residential warmth.

Kurtz says Testwuide has been able to help many of their employees transition out of service-oriented jobs that lacked benefits, offering them health coverage, paid vacation and a supportive work environment. “When it comes to employee appreciation and support, Kaeleigh treats us well. We’ve done sailing and skiing trips, horseback riding and diamond shows in Vegas.”

The transition from office-based appointments to a storefront has opened new possibilities for customer engagement and community presence while maintaining the same intimate service that defined the Denver operation. This success has encouraged further expansion plans, including a 3,000-square-foot showroom in the works for Littleton, CO, a Denver suburb.

“I’m so thankful I got into diamonds, that’s all I can say,” says Testwuide. For Austin, that gratitude has translated into a unique diamond buying destination that combines the intimacy of friendship with the expertise of professional jewelers.

The delighted winner of a pair of diamond stud earrings from a Champagne night giveaway celebrates with Kaitlin Rathkamp, left, and Erin Kurtz.

Five Cool Things About The Diamond Reserve

1. LAB OR NATURAL. “A lot of people want to know the difference between lab and natural, and we are very honest,” Testwuide says. “We will say there is a place for them, but it doesn’t hold value. But if you want a fat 4-carat diamond for a low price, it’s the way to go. Nobody wants a 1 carat anymore, so if he has a 1-carat budget, chances are she’s not getting a 1-carat natural. I think it’s great because it makes big diamonds accessible. I have guys, especially older men upgrading their wives, who have money but who say my wife just wants a big rock to wear and doesn’t want me to spend 100 grand on it. They get a 5-carat for a killer price. Now they have more money to put down on their second home. I like fulfilling people’s dreams because that is what this business is about.”

2. A STRICT DRESS CODE. “Every day is a fashion statement,” says Testwuide. The detailed guidelines cover everything from grooming (dry hair, clean nails, makeup and lip gloss without overdoing it) to clothing (dark, ironed denim; skirts no higher than 2 inches above the knee; cleavage limited to a quarter inch). Bare legs are permitted only from late spring through early fall; otherwise, nylons are required. These rules ensure staff appears relatable, approachable and non-threatening, particularly to brides-to-be.

3. CHAMPAGNE NIGHTS. Every two months, the Austin team partners with different apartment communities for champagne tasting events featuring cheese and charcuterie, with diamond stud earrings as prizes. “We love meeting everyone in our neighborhood and seeing the winner’s expression when they receive the earrings,” Kurtz says. Initially expecting 15-20 attendees, they’ve hosted up to 100.

4. COLLABORATION. The Austin team participates in Wedding Industry Professionals events, working registration tables and organizing jewelry raffles to spread brand awareness in the local wedding industry.

5. AFFORDABLE INSURANCE. The Diamond Reserve has partnered with providers to make insurance processes affordable, simple and hassle-free — another way they create seamless, stress-free client experiences.

PHOTO GALLERY (6 IMAGES)