Southern Jewelry News
  • Featured
    • All
    • Featured
    • Featured Retailers
    • Retailer Roundtable
    • Sponsored Content
    • Supplier Spotlight
    Les Olson Jewelers: a hands-on operation
    Les Olson Jewelers: a hands-on operation
    Merger With a Mission
    From hard knocks to soft landing in new store
    Saban Onyx helps independent retail jewelers get fancy
  • Latest News
    • All
    • COVID-19
    • Furry Friends
    • Industry Awards
    • Industry Events
    • NRF
    • On The Move
    • Other News
    • Tradeshow News
    • Video
    • What's New
    Diamond industry veteran rebuts dire forecast in The Asteroid Approaches column
    Jewelry store sales and management video from Jimmy DeGroot: Check your attitude before opening the store
    CBG Miami “Experience” event gets positive reviews
    Furry Friends on the Job: Say hello to Sierra of Argo & Lehne Jewelers
  • Podcast
    Dangers of Jewelry theft and how to prevent them 350
    Episode 43 -Kenny Mullins, Dangers of Jewelry Theft and How to Prevent Them
    Inside the Generational Legacy of David Douglas Diamonds
    Episode 42 -Doug Meadows, Inside the Generational Legacy of David Douglas Diamonds
    An-Inspiring-Tale-Behind-50-Years-of-Jewelry-Design-and-More
    Episode 41 -John Atencio, An Inspiring Tale Behind 50 Years of Jewelry Design and More
    Episode 39 -Brittany Jones,95 Years of Excellence and Legacy of JF Jones Jewelers
    Episode 40 -Brittany Jones,95 Years of Excellence and Legacy of JF Jones Jewelers
    The Rise of Luxury Handbag Trend in Jewelry Stores
    Episode 39 -Frederick Mannella, The Rise of Luxury Handbag Trend in Jewelry Stores
    Episode 38 – Kevin Patton, Gem-preneur Family Legacy of Pattons Fine Jewelry
    Episode 38 – Kevin Patton, Gem-preneur Family Legacy of Pattons Fine Jewelry
    Technology Meets Our Values
    Episode 37 – Kyle Bullock, Technology Meets Our Values
    A Pandemic-Born Success of Two Jewelry Visionaries
    Episode 36 – Brooke and Chase Brinson, A Pandemic-Born Success of Two Jewelry Visionaries
    Jewelers Helping Jewelers
    Episode 35 – Aleah Arundale, Jewelers Helping Jewelers: Connection, Support, and Success
  • Columnists
    4Cs of Diamonds? Here are the 4Cs of Jewelry Marketing to help you sell them
    Applied Marketing 101: The Next Big Thing
    Applied Marketing 101: The Asteroid Approaches
    The Story Behind the Stone: Oops there it is!
    Image of Chuck Koehler
    Cool New Things from the Atlanta Jewelry Show
    Image of Chuck Koehler
    The Retailer’s Perspective: It’s Springtime in September
    Barbiecore Bling! Are you in?
    Joel McFadden Fine Jewelry
    Successful Custom: The Customers View
    Holiday Sales Success: A multifaceted marketing approach
    Holiday Sales Success: A multifaceted marketing approach
  • Classifieds
  • Subscriptions
    • Newsletter Signup
    • Print Subscription
  • Digital Magazine
    • Southern Jewelry News
    • Mid-America Jewelry News
    • Archive
No Result
View All Result
Southern Jewelry News
  • Featured
    • All
    • Featured
    • Featured Retailers
    • Retailer Roundtable
    • Sponsored Content
    • Supplier Spotlight
    Les Olson Jewelers: a hands-on operation
    Les Olson Jewelers: a hands-on operation
    Merger With a Mission
    From hard knocks to soft landing in new store
    Saban Onyx helps independent retail jewelers get fancy
  • Latest News
    • All
    • COVID-19
    • Furry Friends
    • Industry Awards
    • Industry Events
    • NRF
    • On The Move
    • Other News
    • Tradeshow News
    • Video
    • What's New
    Diamond industry veteran rebuts dire forecast in The Asteroid Approaches column
    Jewelry store sales and management video from Jimmy DeGroot: Check your attitude before opening the store
    CBG Miami “Experience” event gets positive reviews
    Furry Friends on the Job: Say hello to Sierra of Argo & Lehne Jewelers
  • Podcast
    Dangers of Jewelry theft and how to prevent them 350
    Episode 43 -Kenny Mullins, Dangers of Jewelry Theft and How to Prevent Them
    Inside the Generational Legacy of David Douglas Diamonds
    Episode 42 -Doug Meadows, Inside the Generational Legacy of David Douglas Diamonds
    An-Inspiring-Tale-Behind-50-Years-of-Jewelry-Design-and-More
    Episode 41 -John Atencio, An Inspiring Tale Behind 50 Years of Jewelry Design and More
    Episode 39 -Brittany Jones,95 Years of Excellence and Legacy of JF Jones Jewelers
    Episode 40 -Brittany Jones,95 Years of Excellence and Legacy of JF Jones Jewelers
    The Rise of Luxury Handbag Trend in Jewelry Stores
    Episode 39 -Frederick Mannella, The Rise of Luxury Handbag Trend in Jewelry Stores
    Episode 38 – Kevin Patton, Gem-preneur Family Legacy of Pattons Fine Jewelry
    Episode 38 – Kevin Patton, Gem-preneur Family Legacy of Pattons Fine Jewelry
    Technology Meets Our Values
    Episode 37 – Kyle Bullock, Technology Meets Our Values
    A Pandemic-Born Success of Two Jewelry Visionaries
    Episode 36 – Brooke and Chase Brinson, A Pandemic-Born Success of Two Jewelry Visionaries
    Jewelers Helping Jewelers
    Episode 35 – Aleah Arundale, Jewelers Helping Jewelers: Connection, Support, and Success
  • Columnists
    4Cs of Diamonds? Here are the 4Cs of Jewelry Marketing to help you sell them
    Applied Marketing 101: The Next Big Thing
    Applied Marketing 101: The Asteroid Approaches
    The Story Behind the Stone: Oops there it is!
    Image of Chuck Koehler
    Cool New Things from the Atlanta Jewelry Show
    Image of Chuck Koehler
    The Retailer’s Perspective: It’s Springtime in September
    Barbiecore Bling! Are you in?
    Joel McFadden Fine Jewelry
    Successful Custom: The Customers View
    Holiday Sales Success: A multifaceted marketing approach
    Holiday Sales Success: A multifaceted marketing approach
  • Classifieds
  • Subscriptions
    • Newsletter Signup
    • Print Subscription
  • Digital Magazine
    • Southern Jewelry News
    • Mid-America Jewelry News
    • Archive
No Result
View All Result
Southern Jewelry News
No Result
View All Result
Home Featured Articles

DNR Diamonds expands to carry GIA Certified stones

Amy Minnick by Amy Minnick
April 3, 2012
Share on FacebookShare on Twitter
Reading Time: 5 minutes

DNR Diamonds continues to focus on their customer’s needs by introducing GIA certified stones to their inventory. The almost 20 year old diamond cutting and wholesale company previously carried only European Gemological Laboratory certified stones in an effort to help retailers increase profit margins. But savvy consumers who compare Internet pricing against brick and mortar pricing continually request an “apples to apples” product review, making it clear that DNR had to help their customers stay in the game by offering GIA certified stones.

Robby Nochimowski, owner of DNR Diamonds, discussed the reason for the expanded product line:

DNR-group-April

Robby Nochimowski (seated center) and his staff at DNR Diamonds.

“We’re doing this because there is a lot of competition from websites and Internet competitors who sell only GIA stones, and we’re trying to help our customers compete with the Internet sales. We’re happy to expand our inventory to include GIA certified stones in order to increase the competitiveness of our clients. Adapting to our client’s needs is a part of our business procedure – it is what we do.”

DNR originally chose to carry EGL certified stones because of the laboratory’s reputation. EGL USA is one of the largest and oldest independent gemological institutions. It provides a certification with state-of-the-art technology, fast service, cutting edge research and a world-wide recognized research department.

When their customers struggled to compete without access to GIA stones, DNR immediately sought to incorporate them into their inventory. Today 25% of all DNR stones are GIA certified.

Providing their customers with every tool possible to close the sale is the primary focus of DNR. Refusing to ignore or run away from Internet competitors like Blue Nile isn’t an option. Instead, they are willing to go head-to-head with Internet competitors because they are confident not only in their product, but in the pricing they pass on to their retailers.

“We’ve become well known for our honest evaluations of our products,” states Robby. “We accurately represent our stones when we describe them over the phone. Otherwise it is a waste of time and money to ship our customer something different than what they thought they were getting.”

Robby learned first-hand about the US jewelry industry by spending several years on the road selling loose diamonds before he decided to open his own business. Once he started DNR out of Chicago in 1994 he spent the next six years investigating how the US diamond industry operated while learning as much as he could about diamonds.

“I discovered that understanding the book knowledge about diamonds and jewelry was important, but really comprehending how the industry functions, what retailers need and what the market is doing are far more important than even book knowledge.”

Robby has approached each business decision from a “what’s best for my retailer” perspective. Two years ago DNR joined the Independent Jewelers Organization in order to gain more face-to-face time with their customers. They also knew their volume and pricing would be appealing to IJO members.

“We hope to grow our business in the southeast and the southwest,” states Robby. “Our business last year was exceptional and we hope it continues. We’re optimistic and hope for an even better year in 2012.”

DNR Diamonds has an enormous range of diamonds in all shapes from .05 carat and up. They buy directly from the source, download inventory to their retailers’ websites and ship overnight.

For more information on DNR Diamonds contact their toll-free number at 877-248-5090 or check out their website at www.dnrdiamonds.com.

Amy Minnick

Amy Minnick

Related Posts

Les Olson Jewelers: a hands-on operation

Les Olson Jewelers: a hands-on operation

September 13, 2023

Merger With a Mission

September 6, 2023

From hard knocks to soft landing in new store

August 31, 2023

Saban Onyx helps independent retail jewelers get fancy

August 31, 2023

Latest News

Columnists

4Cs of Diamonds? Here are the 4Cs of Jewelry Marketing to help you sell them

September 25, 2023
Other News

Diamond industry veteran rebuts dire forecast in The Asteroid Approaches column

September 25, 2023
Other News

Jewelry store sales and management video from Jimmy DeGroot: Check your attitude before opening the store

September 25, 2023

Other News

CBG Miami “Experience” event gets positive reviews

Furry Friends on the Job: Say hello to Sierra of Argo & Lehne Jewelers

Episode 43 -Kenny Mullins, Dangers of Jewelry Theft and How to Prevent Them

Hardrock Summit wraps in Denver

ISG awarded Certificate of the Combat Flag

Artistry, Ltd. releases 2024 catalog

Southern Jewelry News

© 2023 Southern Jewelry News.

Additional Information

  • About
  • 2023 Jewelry Trade Shows & Events
  • Media Kit
  • Contact
  • Sitemap
  • Newsletter Signup

Get Social with Us

No Result
View All Result
  • Featured Articles
    • Featured
    • Featured Retailers
    • Retailer Roundtable
    • Supplier Spotlight
    • Sponsored Content
  • Latest News
    • What’s New
    • Industry Events
    • Tradeshow News
    • On The Move
    • Other News
    • Furry Friends
  • Podcast
  • Columnists
  • Classifieds
  • Subscriptions
    • Newsletter Signup
    • Print Subscription
  • DIGITAL MAGAZINE
    • Southern Jewelry News
    • Mid-America Jewelry News
    • Archives

© 2023 Southern Jewelry News.