Kesslers Diamond Center

Kesslers® Diamonds is in its fourth decade of business and Richard Kessler is one of the most recognized names and voices in the Midwest. So who is this guy we hear all the time on the radio? This is Richard’s story... January 15, 1980. I had a partner named Curt, so we called our store C.R. Gems. It was supposed to be a play on words but the only people who got it were Curt and me. Our partnership lasted for two years and we realized that this business was not going to support two families. I bought out his interest and then spent 9 years trying to figure out why I did that.

Things progressed very slowly for many years. I was trying to do everything that the other jewelers were doing. I was trying to be everything to everybody. There were many times I even considered getting out of business. Once I even offered to give the business to another jeweler, lock, stock and barrel just to be able to walk away from it, but he wouldn’t take it off my hands

 April 1991 I spent a weekend with Tony Robbins and it changed my life. Tony Robbins is a trainer who has helped tens of thousands of people realize that the only thing holding us back is ourselves. I have always believed that the most successful jewelers in Milwaukee got that way because they had been around a long time. After spending a weekend with Tony, I decided that wasn’t true at all. Anyone could rise to the top if they just served the customers better than anyone else

I knew that I had to re-analyze the business from the customer’s point of view. I decided to study all of the bigger jewelry stores and eliminate all of those things that did not directly serve the customer. The first thing I did was to lower all my prices and put a little sign in every showcase that said, ‘Don’t wait for a sale, there isn’t going to be one.’ We still have those little signs in every showcase today and we haven’t had a sale in over 25 years. I learned that most customers hated the negotiating game. I did too.  Next, I decided to focus on engagement rings and loose diamonds. Instead of trying to be everything to everybody, I decided I was going to be the best at one thing. I started to put together the biggest selection of engagement rings and loose diamonds in the area. Then I added Kessler’s Miraculous Warranty. The only thing we don’t cover is loss of entire piece or theft.  Another very important change was to remodel the store so that all the showcases were low sit-down cases. There are chairs everywhere in our stores. If I invited you to my home, I wouldn’t say ‘please stand over here.’ And just like in my home, we serve a variety of refreshments, from Andes Candies to Cappuccino.  None of our employees wear suits and ties. We dress casually just like our customers. The music we play is mostly rock and a little louder than you might expect.  Most of our employees come to us with no jewelry experience. We try to hire people who enjoy making other people happy. If their heart is in the right place, we can teach them the jewelry business.” I'm asked all the time, 'Who trains your people?' The answer surprises most folks. 'Their parents do