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Precision Diamonds

In an industry where national chains rely on heavy advertising and blowout sales events to drive customer traffic, it's nice to find a sparkling, small business gem like Reno's Precision Diamonds.

Following his family's entrepreneurial heritage, Precision Diamonds founder Victor Valdez launched a small retail kiosk in Reno's Park Lane Mall in 1988. The big leap of faith, however, came 13 years later when Valdez moved Precision Diamonds to a permanent retail storefront on Virginia Street near the airport.

Despite the higher overhead, the new store validated Precision Diamonds as a solid, stable jewelry retailer. "The move catapulted our business," says Valdez. The new location offered great exposure and traffic, and gave Valdez the flexibility to bring his sister and nephews into the business.

Precision Diamonds serves its niche with competitive pricing and a full range of retail, custom design, and repair services. No job is too small. All repairs and cleaning are handled onsite and often can be done the same or next day. And it's a place you can meet the craftsmen that will work on your jewelry.

"Jewelry is a generational business, full of lifelong relationships," says Valdez. "Customers refer other family members and return on their own for new purchases or updates. I think our family environment is a big part of how we compete."

Introduced to Integra Telecom by one of his customers, Valdez liked Integra's local, trusted business reputation-and it paid off. On the day he planned to shift his storefront to an even larger space, Valdez was faced with an urgent reality-the new shop was not properly configured for communications services.

"Integra installation technicians were amazing. They realized how important those connections were to our business and made the proper changes so we could open on time."

Now, Integra's voice service and DSL internet access connect Precision Diamonds to customers both old and new.

"Over time, companies have forgotten about personal attention and doing all the little stuff," shares Victor Valdez. "We haven't and neither has Integra Telecom."

For more about Precision Diamonds, please visit PrecisionDiamonds.net.