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Podcast: Would Your Customer Drive Hundreds of Miles for a Lab-Created Diamond?

Jimmy and Doug talk with Joy Janssen of e-commerce oriented family retailer Eco Diamond.

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WANT TO KNOW MORE about selling lab-created diamonds? In the latest episode of JimmyCast, Jimmy DeGroot and co-host Doug Meadows talk with Joy Janssen of Eco Diamond, a family-owned jewelry retailer based in Little Chute, WI.

In addition to selling lab-created gems, Eco Diamonds is unusual for a family-owned retailer in its emphasis in selling online. (Joy and her husband, Ben, have backgrounds in e-commerce.) While the company has a physical showroom where it takes appointments as well as a limited numbers of walk-in customers, most of its sales are initiated online.

In the discussion, Doug shares his progress along the path of selling more lab-created gemstones (3:40), including a time diamonds made from human remains. Joy talks about the progress of lab-created gem sales she has seen since launching her business in 2011 (6:00), noting that they have grown slowly in the Midwest but are gaining momentum.

She talks about a moment where she became more confident her business would succeed, telling the story of selling a $14,000 diamond to a customer in Washington (9:30). And she explains the thought behind selecting her company name (and URL) over other options (10:40). Later, she explains the visual differences between HPHT diamonds and CVD diamonds (13:40).

Doug wonders how we cut through the propaganda that both sides — marketers of natural gemstones versus marketers of lab-created gems — are throwing at jewelers (15:40).

Doug and Jimmy both share their admiration of Joy’s business, with Jimmy saying that her model would be what he would do if he started his own jewelry store now— mom-and-pop, prototypes, with an online emphasis (20:00).

While the guys make a bit of fun of the quaintly-named (and quaintly-sized) Little Chute, WI, Joy shares one impressive landmark near her store (22:50). She then shares some thoughts on why customers would drive across several states to work on a jewelry design with her (23:30).

Doug speculates on future paths and future sources of disruption in the jewelry business (27:00). He then asks if Joy has any advice for bench jewelers who want to get into lab-created and online sales, and Joy shares her answer. (28:20).

On the subject of innovation, Jimmy recommends a book to read (30:00) called They Ask, You Answer.

Watch the video version of the podcast below.


Jimmy DeGroot is a jewelry store manager who has been in the business for over 20 years. Now he spends his time training teams around the world at jewelrystoretraining.com and sharing marketing advice through his blog site at jewelrymarketingguy.com. Sign up for training videos here.

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