"Don’t be afraid to say no to clients that are not aligned with what you offer or will not value it" with Michelle Demaree

Michelle Demaree, of Miss Diamond Ring, is the top luxury diamond ring concierge on the West Coast. Her passion for being the ambassador of love and smart-purchase-luxury has established her as the premier engagement ring expert and she has been featured in The New York Times, US Weekly, Entertainment Tonight, Life & Style, The American Dream, and several others. Michelle’s Los Angeles-based boutique service offers global diamond searches and bespoke Rodeo Drive luxury rings designed around each couple’s love story along with travel & proposal planning services. Getting clients the best diamond option on the market is her passion and streamlining it to save time, money and stress is her specialty! 

Can you tell our readers about your background? 

After putting myself through college with a full ride at Pepperdine and working the real estate boom and bust in Vegas and San Diego with Pulte Homes, I moved to the Midwest and got a job as the marketing director at Bentley/Lamborghini/Bugatti. At an event at the Peninsula Hotel, I met the director of Van Cleef & Arpels who offered me a sales position because of my strong sales background. I told him, “I may not know jewelry right now but I have more horsepower and drive than anyone you will ever hire.” That landed me the job.  

I became a top salesperson selling millions in jewels at Van Cleef & Arpels and after two years was offered a position by Tiffany and Co. on Rodeo Drive. Not too long after many size figure Audrey Hepburn worthy moments, Harry Winston extended a position that I could not refuse and I continued selling millions in diamonds to clients visiting from around the world. 

In 2013, I decided to leave retail so I could be present and enjoy time as a mom. In 2015, I was still helping clients privately and felt a calling to found Miss Diamond Ring, Inc.  

I am now living my dream and have changed the landscape of the diamond engagement ring industry by offering a highly personalized experience for couples that they can’t get anywhere else, with exclusive access to Rodeo drive rings at a fraction of the price.

What inspired you to start your business?

I felt it was time to go out on my own and create a business that was like no other. I noticed a huge gap in the market for a more customized and personalized approach to engagement ring shopping that I felt I could fill. I wanted to do more for my clients then selling them what was in the store already, as many of them wanted customizations that they could not have with pre-existing rings. I wanted to up level the diamond ring shopping experience for my clients and really make the process of picking out their once-in-a-lifetime ring extra special. There is something magical about custom designing something as personal as an engagement ring. With my connections, I knew I could get the same fabulous Rodeo Drive rings for my clients at a fraction of the price, and also make it a memorable experience that they would treasure forever. 

Where is your business based? 

I am based in Los Angeles, with an office in Beverly Hills, but work with clients around the world through my virtual atelier service.  

How did you start your business? What were the first steps you took?

I started my business before I knew it! I had left Harry Winston to have my daughter Charlotte and not long after, a client reached out to me to help them find a ring. That one ring was a bit of a catalyst to grow my business using my diamond industry experience paired with a fresh take on ring shopping. The first big step was, of course, creating a business name, website, and brand presence along with establishing my diamond network.

What has been the most effective way of raising awareness for your business?

Specifically for awareness I would say it has been public relations and press coverage. Landing in the New York Times and the Los Angeles Times has been very powerful for my business. 

What have been your biggest challenges and how did you overcome them?

As a solopreneur, you tend to have to become an expert in everything because when you start your business you cannot hire someone to run every department - you are every department! So the learning curve was steep when it came to the ins and outs of marketing, advertising, social media, and little things like shipping and insurance.

How do you stay focused?

I have a hand written list every morning and evening of what I need to get done and I check it off old school style. I always focus on income producing activities first, making sure my clients are receiving the best customer service and care and then focus on growth branding and social media.

How do you differentiate your business from the competition?

I think the industry as a whole has focused more on a quick sale and price. Many are in business to just sell an item and make money instead of focusing on creating a memorable and meaningful experience for clients. The engagement ring represents something very powerful to each couple. Love is the most powerful energy on the planet. So the first thing I focus on is how I want my clients to feel from start to finish and how I can make their special moment even greater. Offering a proposal planning service and a virtual shopping service with Rodeo Drive rings without brick and mortar prices has been compelling for luxury buyers. Especially during quarantine! 

What has been your most effective marketing strategy to grow your business?

A combination of powerful and consistent brand messaging and not relying on one particular platform or channel to feed my business. You never know what Instagram is going to do any given day!

What's your best piece of advice for aspiring and new entrepreneurs?

I would say to get clear on two things: the first is, who is your client and how do you want make them feel? How do they want to feel when they buy your service or product? How can you heighten that emotion on every level for them? Always be connecting. When you connect, you close. The other is alignment. You cannot reach or market to everybody out there so be very strong and decisive about what your brand is, stay true to it, and make sure you are clear who your client is and align with them. Don’t be afraid to say no to clients that are not aligned with what you offer or will not value it (therefore wasting your time). 

What's your favorite app, blog, and book? Why?

The Untethered Soul helps keep me grounded and in the present. It keeps me aware of the crazy jekyl we have on our shoulders that can hold us back, and aligns me with my greatest goal for peace, balance, love and service which helps guide all of my decisions and interactions. 

I don’t really read blogs but I definitely listen to podcasts. MindValley is my favorite because Vishen, the founder, is constantly feeding his listeners with incredible ways to grow physically, spiritually, emotionally, career wise - in all areas. It feeds my desire for daily positive growth. 

I also meditate a lot and find the free meditations on YouTube by Jason Stephenson and Dauchsey & Progressive Hypnosis are extremely powerful as they help rewrite one’s subconscious, which rules 90% of our lives.  

What's your favorite business tool or resource? Why?

I rely heavily on guided meditation and customized hypnosis. It centers me and helps me consistently reinforce in my subconscious what I want the outcome to be. 

Who is your business role model? Why?

Marie Forleo & Carrie Green because they have created a strong brand that so accurately reflects who they are and their authentic style. They are both so unique, real and relatable as well!

How do you balance work and life?

This is the million dollar question as a single mom. Being present when I am with my daughter, which is around 60% of the time, is very important. I don’t want her to see me on my phone all the time, which is challenging since I run the social media and a majority of business is done on my phone taking videos of diamonds, editing them etc. Right now, I do a lot of work after she goes to sleep knowing that this will be for a year or two with the goal of complete financial freedom and all of the time in the world to enjoy it. When she is at her father’s house, I have all my client appointments and calls and I’m able to manage this pretty reasonably. 

What’s your favorite way to decompress?

Meditation, a walk to the beach, and a really cold glass of Grgich Chardonnay. 

What do you have planned for the next six months?

So much in the works! I’m working on a potential television show, and an online course teaching women who want to start a luxury business. I’m also planning a nice beach vacation or two when quarantine lifts, and selling some knockout rings to amazing clients around the world!

How can our readers connect with you? 

You can find me on Facebook and Instagram at @missdiamondring and online at www.missdiamondring.com