Bar Vibe Puts Jewelry Shoppers at Ease at The Diamond Bar

Diamond Bar, Town & Country, MO

URL: thediamondbarstl.com; OWNER: Chris Phillips; FOUNDED: 2019; OPENED FEATURED LOCATION: 2019; EMPLOYEES: 1; AREA: 900 square feet; ONLINE PRESENCE: 2.2K Facebook followers; 5 Stars on Google

Chris Phillips

CHRIS PHILLIPS’ DECISION to keep his staff size small as he cultivated his business has proved to be alluring rather than off-putting to his custom-jewelry clientele, no matter how busy the studio gets.

“You get the unique experience of working directly with the owner — who also happens to be the master behind the bench,” says Phillips, who works with jewelry designer Jess Troeckler. “We’re a dynamic duo. We handle every aspect of the business, from crafting exquisite pieces to ensuring our showroom sparkles.”

Making a break with his family’s more traditional jewelry business, Phillips decided in 2019 to focus on custom jewelry and unique gemstones.

“For 14 years, I poured my heart and soul into my family’s jewelry store,” he says. “I purchased gemstones, repaired settings and guided customers to find treasures to cherish. But as time passed, I wanted my own creative path for my jewelry designs.”

When he found the spot for his studio in 2019, it was in the process of being built in a unique way that tied into his aesthetic of quality craftsmanship. “Not a single nail holds our building together,” he says. “It’s all pegged and grooved, reminiscent of the sturdy craftsmanship of a Lincoln Log cabin.”

It fit, too, his vision of what a creative studio space should be, the perfect marriage of modern sophistication and inviting warmth. The interior was built out in an open-frame concept with exposed beams, wood doors and walnut floors. Inside the rustic space are shiny modern contemporary cases built into a bar.

Jess Troeckler, left, and Chris Phillips collaborate on personalized customer service and designing and making jewelry for their clients, who enjoy working with such a small team.

The building is set in a park with a waterfall and landscaping. For summer events, 100 people can comfortably fit on a back patio.

Phillips sees The Diamond Bar as bridging a gap between online and traditional stores, which can seem outdated. A “Jewelry Bar” was designed so that clients could sit in front of jewelry cases at an actual bar, enjoying craft cocktails or mocktails as they shop.

Fittingly, the cases were crafted by a bar company. Custom foot rails are seamlessly integrated into the cases to evoke the feeling of being at a bar.

“It’s about the fusion of modern intimacy with the vibrant ambience of a real-life bar,” he says. “Our space is a harmonious blend of a contemporary boutique and your favorite winery.”

Phillips sees as many walk-in clients as those who’ve made appointments. About 175 clients showed up for the Black Friday sale.

Customers run the gamut from 20-something engagement ring shoppers to 70-year-old collectors, all wanting to make custom pieces. About 10 percent live out of state. Phillips routinely sells pieces priced from $1,500 to $100,000, a handful of $50,000 pieces every month, and an occasional piece in the $300,000 range.

The Diamond Bar seeks engagement on Facebook and Instagram, in Google display ads and print ads. The company sponsors local sports teams, including the St. Louis Blues and the St. Louis Cardinals. and has run commercials during sporting events.

Word of mouth is vitally important. Clients who gather at The Diamond Bar often form bonds with one another and become friends, establishing a clubby camaraderie that can boost sales. “They start talking because the thing they have in common is us. They play off each other, and it’s really fun to watch,” Phillips says.

Engagement and wedding rings represent roughly 30 percent of the business, which has a strong special occasion and custom fashion clientele. Entry-level engagement ring shoppers have budgets of $8,000 to $10,000 and want 1.5- to 2-carat natural diamond center stones, or sapphires or emeralds. He recently sold a rare 3-carat cobalt spinel for an engagement ring. He doesn’t sell lab-grown diamonds or other synthetic gems. “We’re committed to authenticity and quality in every aspect of our business,” Phillips says.

“That’s why we’ve never sold or accepted any lab-grown products in our store.“Most of the work is done onsite, although he also relies on U.S. manufacturers for casting and setting melee on occasion. “If we have 10 engagement rings in a week, I can’t do it all,” he says. “But we work with companies that are up to the quality that we want.”

Every year, he shops the Tucson gem shows for 50 to 100 gemstones from which he can create a signature collection. This year, he stocked up on teal sapphires and emeralds. “We love beautiful, overly saturated green emeralds, and then whatever else speaks to us.

The stone doesn’t have to be of a specific category. Sunset tourmaline’s orangey pink is like Padparadscha sapphire but half the price. I’m out to seek rare pieces.”

Most of what Phillips buys, he uses to create pieces quickly. He sets aside a few boxes of special gemstones so that if someone says their favorite color is green, for example, they can show seven different kinds of green gemstones.

In 2024, they produced 650 pieces. Realistically, Phillips knows it’s time to add a well-educated salesperson, someone who gets the business model. “We did it all, but we were tired!” Phillips says. “We keep growing every year. Last year was the biggest growth we have seen.”

Five Cool Things About Diamond Bar

1. IN-HOUSE BRAND CONTROL. All photos for use on all platforms are created in house to maintain control of the brand’s visual identity. “By creating our content, we can tailor it precisely to fit the narrative we want to share,” Phillips says. “Whether it’s the vibrant colors of our latest product line or the behind-the-scenes glimpses of our team in action, each photo reflects the heart and soul of our brand.” They also film their own commercials and design ads in house. “We’re fully immersed in the creative process every step of the way,” Phillips says.

2. ADDED VALUE. Each client receives a professional photo of their piece. “We believe that capturing the beauty of our creations in a high-quality photograph adds an extra layer of significance to the experience,” Phillips says.

3. READERS’ CHOICE. Every year since its inception five years ago, The Diamond Bar has been voted the top local jeweler by readers of the Ladue News, earning the title of “Platinum List Jeweler.”

4. COMMUNITY PRESENCE. The Diamond Bar supports the community in a variety of ways, including organizations such as the Kidney Foundation and Men Against Cancer. “We’re regulars at local trivia nights and charity dinners, rallying support for causes that
touch our hearts,” Phillips says. They dedicate at least one day a month to volunteering.

5. MAKE A DIFFERENCE. With the “Time to Make a Difference” program, The Diamond Bar offers free battery replacements and watch band adjustments but also accepts donations for the Jewelers for Children Foundation. “Every client who walks through our doors ends up contributing, and we match the amount raised at the end of every year,” Phillips says.

PHOTO GALLERY (13 IMAGES)