Today we’d like to introduce you to Cullen Wulf.
Cullen, can you briefly walk us through your story – how you started and how you got to where you are today.
I attended Valparaiso University and my junior going into senior year I needed an internship for my business program. I traveled from Valpo to Merrillville where the bank I intended to intern for was located ( I was a finance major). I arrived at the office building about 20 minutes early and on my way through encountered a small jewelry store. With time to spare I entered the jewelry store and spoke with the owner briefly. When he asked why I was there I told him and he offered me a marketing/branding internship on the spot. I never made it to the bank. I started with them and worked through the summer, and nearly ten years later I purchased the company from the original owners. I now own and operate the store.
Great, so let’s dig a little deeper into the story – has it been an easy path overall and if not, what were the challenges you’ve had to overcome?
Not at all. We transitioned the business from a small wholesale type location to a larger retail style location in 2011 which required a change in thinking. Everything from how we attracted new customers to how we staffed the location to hours of operation. Considering major holidays was now a concern. On top of that, the previous owners had been in business nearly 40 years up until that point which was good and bad. Industry knowledge was top notch, but running a retail store was a totally new undertaking and we didn’t always agree on how to go about making things work. Transitioning the business from previous ownership to current was also a struggle due to inventory, valuation, client retention, etc. Would I do it all again? Absolutely.
Alright – so let’s talk business. Tell us about AaLand Diamond Jewelers – what should we know?
We design and manufacture high-quality jewelry items from diamond engagement rings to anniversary gifts to gemstone pieces. We have the luxury of having a very loyal long-term client base and an extremely strong referral base which means we have the opportunity to develop lifelong relationships with our clients. We have never been nor do we ever want to be the “churn and burn” type of store you see so often always competing for the lowest price. I have signs all over my store that say “Don’t wait for a sale, there won’t be one” and what this means is that you can purchase today knowing that next week, next month, next year the same diamond, the same ring etc will be selling for the same price. We have to factor in changes in gold price etc, but you’ll never see us having a “60% off style sale” We price items very competitively and at such a markup that allows us to continue providing a very nice comfortable environment for our clients to shop, and knowledgeable staff to answer their questions and help them design a meaningful piece of jewelry.
Is there a characteristic or quality that you feel is essential to success?
Consistency is huge in this business. We are always eager to expand by adding new products services etc, but at our core you’ll always find very unique designs, very high quality manufacturing and repair services, and top tier service.
Contact Info:
- Address: 8102 Georgia St Merrillville IN 46410
- Website: www.aalanddiamond.com
- Phone: 219-769-4492
- Email: cullen@aalanddiamond.com
- Instagram: @aalandjewelers
- Facebook: https://www.facebook.com/AaLandDiamondJewelers/
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