For over 75 years, Diamond Cellar has established itself as a trustworthy expert in the jewelry industry. In addition to its reputation for offering a pristine collection of jewelry, Diamond Cellar has also become a go-to source for those looking to breathe new life into family heirlooms. We sat down with a few of the brand’s experts to learn more about this customization and repair process and why their designers and goldsmiths are some of the best in the business, creating some of the best custom jewelry Nashville offers.
How It Works
When a customer brings a piece of jewelry to Diamond Cellar for repairs or customization — whether it’s an old pendant, ring, or anything else you can dream up — the first characteristic a goldsmith will look at is the jewelry’s style.
“The customer is likely bringing their inherited jewelry to us because they’re not comfortable wearing the specific style of that piece,” explains Scott Duncan (also known simply as Duncan), who has been a Diamond Cellar goldsmith for 35 years. “Then we interview the customer to find out what style they are interested in and what they would like to see that jewelry become.”
During the interview process, Duncan or another Diamond Cellar goldsmith will show customers a variety of styles to determine which one they are most drawn to. This is often done by looking through pictures or Pinterest boards customers bring in, flipping through Diamond Cellar catalogs, or trying on pieces in the showroom.
Once customers determine their desired style, they can watch a goldsmith sketch out a few ideas, which are then turned into a computer-aided design (or CAD). When they receive these sketches and renderings, customers are encouraged to share their own ideas, ask questions, and make suggestions or modifications.
“We’re going from a verbal idea to a hand-drawn sketch to a computer-aided design, all before the piece ever gets physically made,” explains Duncan. “We want to make sure that what customers have on their mind is something we understand visually as well. It’s not our jewelry to wear and enjoy; it’s theirs. We’re going to great lengths to make sure we know exactly what customers want.”
The Importance of Customer Connections
This idea of customer involvement and connection is not new to Diamond Cellar — it has been an integral part of the brand since its inception. Their experts understand the sentimental value and trust that comes with maintaining and updating family heirlooms.
“Customers really build relationships with many of our designers and trust them,” explains Diamond Cellar’s Director of Jewelry Design and Manufacturing, Bethany James. “To be able to have that trust … is a huge honor. We try to take our time with our clients and build that connection to figure out what they want the most and what’s going to last them for years to come.”
A Balance of Old & New
While Diamond Cellar is undoubtedly capable of breathing new life into an heirloom, they are also expert at maintaining a piece’s sentimental value and durability. After all, they want to ensure the piece remains intact for future generations to enjoy, too.
“Another big piece of the customization process is looking at the durability and legacy of a piece,” says Duncan. “We’re creating an heirloom piece, too — something customers are also honored to pass on to their offspring or someone else.”
Diamond Cellar implements modern technology and unique expertise to ensure a piece of jewelry will last. For example, designers often use laser welders to fuse metal back together when rebuilding old, broken jewelry.
“Vintage pieces that are filigree have a lot of very fine lines and wires, and those wear down,” adds Duncan. “We have the ability to replace those very fine wires with our laser welder and other tools. We have the latest equipment to handle those issues and repairs and make the jewelry look as new as it did in 1920.”
Training the Next Generation of Jewelers
Another way Diamond Cellar upholds its mission of maintaining jewelry craftsmanship is in the way it trains the next generation of jewelry makers. Since Diamond Cellar started in 1947, it has been an education-based shop, helping novice jewelers find their way in the industry.
In doing so, the brand looks to expert goldsmiths like Duncan to help instill their knowledge in the younger generation. This not only helps Diamond Cellar maintain its reputation, but it also ensures the traditional components of jewelry-making are not lost.
“For example, we’re still holding on to that wax carving technique that people said was going to go away with the introduction of CAD,” adds Bethany. “We’re instilling it into our apprentices because it’s tradition. It’s cool for our customers to be able to watch our goldsmiths carve right then and there, try that wax on, and have that connection with our designers while they’re in the store.”
This expertise and knowledge is what makes Diamond Cellar stand out among other jewelers. “We have passed our unique knowledge along to so many of our jewelers who have been with us for 15 or 20 years,” says Duncan. “It’s truly just about passing down knowledge and conveying that same team mindset to our customers.”
Diamond Cellar Nashville is located at 3805 Green Hills Village Drive in Green Hills. To learn more, visit diamondcellar.com or call (615) 610-7656.
This article is sponsored by Diamond Cellar. All photography courtesy of Diamond Cellar.
