A Different Diamond Experience

Here's what we promise to you.

We understand the anxieties that can go along with buying a diamond. Jason and I want you to love your experience at The Diamond District. Our brokers want you to love your experience at The Diamond District. We love to see that transformation take place, the guy walks in and you can feel his anxiety, then we get him a cup of coffee or a soda, his eye catches our flat screen television and a football or baseball game is on and you can begin to see and feel his stress level go way down, this is just the beginning of what will be a great Diamond District Experience for him.

With over 40 years combined experience in the business, Sherman and Schusterman, owners of Southwest Florida's Diamond District, are used to unique requests and exceeding the expectations of customers. Their name recognition, however, is growing for a different reason.

As diamond brokers, the duo offer a specialized service unique to the area. To separate themselves from respected retail jewelers that offer a wide variety of jewelry including watches and colored gemstones to a discerning clientele, they decided to only broker loose diamonds and diamond jewelry at Internet prices which saves their customers up to 40% below these retail jewelry stores. "I think what gets me up in the morning is the concept of creating this incredible business" says Jason. "It effects so many people, I'm one part of it but along with Todd and my wife Stacy, there are a bunch of other people that are all part of the same thing and we're all building something that ends up making a difference, a piece of diamond jewelry, many times a diamond engagement ring that symbolizes our customers whole relationship, that's something way beyond just a product".

Jason and Todd know what it takes to be the leaders in the diamond industry in Southwest Florida. After spending over forty years collectively developing what became a successful jewelry retail company with twelve stores, Jason and Todd made a decision that changed their lives and the lives of all the diamond hunters of Southwest Florida. This new concept that they've partnered on has changed the way Southwest Floridians can purchase diamonds. "Our selection is truly amazing, we have thousands of Loose Certified Diamonds, diamond engagement rings, diamond earrings, diamond bracelets and all the latest trends of diamond fashion jewelry. You would have to visit many stores to be able to see what you can find in our one showroom" says Jason. Todd adds, "We are about diamonds and I like it that way. If you want French food, you are not going to go to a buffet that has everything. When you want a diamond, come to someone that actually, truly specializes in only diamonds, and that's what we do at The Diamond District.

"At The Diamond District we have the ability to purchase diamonds from a variety of sources, in order to provide our clients with the most beautiful diamonds at the same prices that you see on the Internet.

Each diamond is hand selected and examined for its individual beauty. The major advantage that we have is working though our very own office in Tel Aviv, Israel. This office purchases rough diamonds directly from Sightholders who obtain their round diamonds from DeBeers and then cuts and polishes them for export around the world. Our access to these finished diamonds puts us as close to the actual diamond mine as you can get. But it doesn't stop there, we have forged many close relationships with diamond cutters in the major cutting centers of the world. It is not uncommon for us to travel to Antwerp, Mumbai, New York or Los Angeles to deal with these individuals, spending days at a time examining diamond after diamond, looking for just the right ones that will enhance our many diamond mountings. We focus on colorless or near colorless diamonds that have been cut to exacting standards. The correct proportions give off exceptional brilliance and that is what we look for. We also examine the diamonds for fine clarity features, diamonds that have significant internal characteristics that deter from the outward beauty are simply unacceptable to us. We carry an extensive selection of all cuts including the radiant, oval, pear, marquise, asscher, heart and cushion and most common round brilliant and princess. Our methods of buying are unequaled by any retail jewelry company in Southwest Florida.

"An important factor in the direction we decided to go in had to do with the Internet ", says Todd. "The Internet changed our Industry over night, we woke up and there was a new competitior in town. One who was offering loose certified diamonds and diamond jewelry at prices far below retail. These internet companies shook our industry and retail jewelry stores are having a difficult time surviving. We left the retail side of the business just in time.

"The difference between having to buy online to obtain a price far below retail and being able to buy from Southwest Florida's Diamond District and receive these same internet prices is huge" according to Sherman, "with us you get the on site service and education that takes the guess work out of the equation. Sherman continues to explain, "With us you can choose from thousands of loose certified diamonds and beautiful diamond jewelry and personally handle each diamond you're considering. You'll also work personally with Todd, myself or with one our experienced diamond brokers to answer all your questions, something that can't be achieved on line." Jason explains, "trying to just a page full of ink, you should want to, better yet you deserve to be able to visually look at many diamonds, handling each one and be able to work directly across from an expert who has been around diamonds their entire life, getting engaged or celebrating an anniversary is quite possibly the biggest moment of your life, don't do it on line."

"Going into a retail jewelry store can be scarier yet" says Todd. "Here's what we promise to you. We understand the anxieties that can go along with buying a diamond. Jason and I want you to love your experience at The Diamond District. Our brokers want you to love your experience at The Diamond District. We love to see that transformation take place, the guy walks in and you can feel his anxiety, then we get him a cup of coffee or a soda, his eye catches our flat screen television and a football or baseball game is on and you can begin to see and feel his stress level go way down, this is just the beginning of what will be a great Diamond District Experience for him."

Their strategy has not gone unnoticed. Reader surveys in the News Press have recognized The Diamond District as the Best Place to Buy Diamond in Southwest Florida.

With 60 percent of new customers making their first visit to the store on the strength of word of mouth referrals, the two agree that their unique concept is paying off.

Customer service is their top priority and the rich history these two have had in the business and their understanding of the importance of relationships has been a vital key to their success. Todd grew up playing and working in the jewelry business his Grandfather founded in 1919. He is a third generation jeweler and can remember his first job of cleaning showcase glass. After mastering the glass he was promoted at the early age of eight to making bows. "At a nickel a bow I can remember at days end thinking I was rich, I would mostly blow my Saturday earnings quickly at Kreskies five and dime next to our store and have to make more bows the next Saturday". In 1983 he began working full time in the business began to allow his Mom and Dad mold him. His father taught him about people and opened his eyes to understand that this business is all about romance. "He would burn into me whether the customer was spending one hundred dollars or one thousand dollars this is money they have been saving and all the while dreaming of the moment they would give this gift they purchased. He instilled how important it would be for me to embrace each customer and their situation to a point where I would make a lasting memory of me and our store, after all I would be playing a small role and if played right would probably be remembered in this one scene for the rest of this customers life." Todd's father passed away in 1988 but is thought of often as Todd is continuing the family tradition of listening, caring, and playing a small role in some of the biggest celebrations of his customers lives.

Another key to the success of this duo is their unique marketing strategy. Todd explains, "I recall reading a book called The Pursuit Of Wow written by Tom Peters. Jason and I strategize daily about pursing what we call the Wow Factor for our clients". This pursuit has led them to several creative ideas including teaming up with Chocolate Giant Norman Love. Not only can you sample the savory world of Norman Love chocolates while you look for that perfect diamond but there's a good chance you might have a surprise box show up on your door step, compliments of Jason and Todd. On another occasion during this pursuit of wow session came an idea and if you've been around town a little you've probably have either been in front of it, behind it or next to it, it's a magnificent stretched Limousine branding this duo's image on all sides. Enjoying themselves on the inside of this spectacle are up to 15 of their clients. "It's been used for bachelor and bachelorette parties, weddings, family nights, and I remember one client who used it to have his 10 year old daughter and 12 friends surprised by being picked up at school for her birthday. The picture they mailed to us of the kids, all in front of the limo, made our day." Jason adds. If you're wondering the cost of using The Diamond District Limo, c'mon it's just another "Wow" compliments of The Diamond District.

Perhaps the most exciting change coming for Southwest Florida's Diamond District's future is an upcoming move to a new, 5,000 square foot, free standing store at the Coconut Point Town Center in Estero, which should be completed by the spring of 2008. "The location and building is changing, explains Jason, but that is all. We'll still be brokering diamonds at Internet prices and rolling out the red carpet for our clients" Todd adds, "the red carpet is just getting a little longer and wider."