Kesslers Diamonds
N96 W16920 County Line Road, Germantown • www.kesslersdiamonds.com
Year Founded: 1980
Product or Service Offered: Kesslers Diamonds specializes in diamond jewelry. Specifically, diamond engagement rings; however, we sell a considerable amount of diamond earrings, diamond pendants and diamond bracelets.
President & CEO: Richard Kessler
“Kesslers is the only employee owned retail jeweler in North America. As a result, there are currently 132 owners.”
Projected 2016 Revenue: $32 million
Target Clientele: Kesslers’ main client focus is on males and females ages 21 to 35.
What has fueled your company’s growth?
“Kesslers is basically a marketing company. Our media of choice is radio advertising. The other fuel for our growth is our conservative use of money. We will never spend more than we earn, which allows us to ride the highs and the lows of a fluctuating economy.”
What is the biggest obstacle to your company’s growth?
“Because of our conservative approach to finance, our growth is limited by available cash, whether it is internal or external.”
Do you plan to make any changes to your company?
“Kessler’s continues to change on a regular basis based on industry trends, consumer demands and economic conditions. We love change. It’s what keeps us on top.”
Who are the business people you admire and why?
“Roy Williams, who is a marketing genius. Tony Robbins, the greatest brain trainer ever. Gov. Scott Walker who actually runs our state like a responsible businessman, who is not afraid to make the hard decisions.”
What is the outlook for your industry?
“I expect continued consolidation. Last year, 760 jewelry firms in the U.S. and Canada closed their doors. The majority of them closed due to lack of succession planning, not poor business practices. I expect that to continue for the foreseeable future.”
What is your company’s most important growth strategy?
“Differentiation! We continue to innovate and create marketing opportunities that others haven’t thought of.”
