Vendor Profile SMI Diamonds: Customers Are Our Top Priority

ALONG THE MISSISSIPPI RIVER, about a 90-minute drive southwest of Minneapolis, lies Wabash, MN. There you’ll find SMI Diamonds, a wholesaler of natural and lab-grown diamonds and finished jewelry. SMI Diamonds joined RJO as a vendor in April 2022, which was a very busy month for the company.

According to Sharab Chib, a founder and partner along with Melissa Velarde, “We acquired Schurhammer Manufacturing Inc., which operated in Wabasha for over 100 years. SMI Diamonds is building on the former company’s experience by expanding and diversifying inventory of quality diamonds and going above and beyond our clients’ expectations. Perfection inspires us!”

Building on Schurhammer’s foundation allows SMI Diamonds to offer a greater variety of products and services to RJO members.

“We supply natural and lab-grown loose diamonds from certified stones to our “I LOVE YOU Diamond Jewelry Collection,” ranging from diamond stud earrings to tennis bracelets, pendants, and engagement rings,” says Velarde. “The Collection offers the ability to mix and match from a range of leading diamond categories, to create a presentation that is right for our clients’ business. We offer bestselling packages to choose from, complete with fine jewelry and premium diamonds with an I LOVE YOU jewelry report.”

The I LOVE YOU Diamond Jewelry collection is handselected for fine premium-make diamonds that are noticeably whiter and brighter than the industry, and they are laser engraved for security with “I LOVE YOU” (and a number).

Chib also notes SMI Diamonds’ expertise in a wide range of bench work. He says, “We also have a bench jeweler specializing in bringing fine jewelry back to life. Our jewelry services include diamond setting, prongs, clasps, polishing and refinishing, ring sizing, earrings, diamond resizing and cutting, and repairs.”

Chib says RJO members might also know of SMI Diamonds’ “generous memo programs, flexible stock options, marketing support, and a range of services to help our clients close the call and succeed with their business.”

“Buying a diamond or piece of fine jewelry is a very personal experience and signifies some of life’s most memorable moments,” explains Velarde. “It can also be very confusing for the consumer. No matter the amount of the purchase, we believe all consumers deserve a transparent buying experience that provides them with a proper education. We provide resources on our website and educational materials to better help customers understand terminology and quality so consumers can ask the right questions and make an educated purchase. Although we don’t sell directly to the consumer, we connect them afterwards to our RJO partners in their respective area.”

RJO members are automatically part of the SMI Diamond’s Preferred Partner Network, she says, which provides the company’s best discounts, customer referrals, marketing support and services, rebates, and free shipping based on volume of purchases, as well as free business model evolution consulting.

With just a month past its first anniversary as an RJO member, SMI Diamond has come to appreciate all RJO offers.

“We love the culture and connected community RJO has established during its tenure,” says Chib. We’re especially impressed with the RJO Foundation’s mission and vision to ensure the continued growth of the industry by proving educational opportunities and scholarships for its retailers, vendors, and their employees.”