Setting the Standard for Style in Iowa
Making jewelry dreams and visions a reality
By Anna Ebert


Jewelry shopping is not always the most pleasant experience. Like other major purchases, jewelry requires thinking, planning, and looking toward the future, perhaps even generations away. Not only do you want the best quality, deal, and most extraordinary piece, but also a commitment with your retailer for a long-term relationship. While the initial purchase is critical, so is the assurance that this is only the beginning with a name you will entrust with future upkeep, repairs, and hopefully, purchases. One local jeweler, Anglo Diamond, caters to all of these needs, while offering a wide variety of jewelry that owner Scott Miller describes as "hip."

While this sets Anglo Diamond apart from others in the Des Moines jewelry business, you will not need to sacrifice any Iowa standards of excellence when buying with Anglo Diamond. In fact, despite Anglo's hip nature, Scott is an Iowa native who prefers a low-key lifestyle, although his clientele over the years includes such notable celebrity referrals as Tom Arnold, and most recently, Paris Hilton. You probably will not recognize Scott, or even his name, since he is not the type of guy who is out to flaunt himself. And, you probably will not associate the Anglo name with flashy advertising or catchy radio jingles, since he does not see that as the identity of Anglo Diamond.

But, Scott is clear about what qualities he does want to define Anglo Diamond's personality. First and foremost, he strives to offer the Midwest unique pieces, while educating his customers about what they are buying. Scott and his staff make an effort to help customers understand topics like the cut and color of a diamond. They will not hesitate to look at a diamond's fine details under a microscope, since Anglo Diamond has nothing to hide. They offer the highest quality diamonds in every price range of engagement ring ranging from less than a thousand dollars to hundreds of thousands of dollars.    

Another notable aspect of Anglo Diamond's personality is their approach to customers. Scott wanted to create an atmosphere that is light and friendly, as opposed to a stuffy tone. "People are people; you have to talk straight to them," he says. "You can create an atmosphere like a library, but that's not the way people live." However, this does not mean that business is taken lightly.    

You won't find any sales gimmicks here, and certainly not anyone trying to sell you a pricey piece purely for commission, because no one at Anglo Diamond works on commission. Unlike other jewelers, there is no monetary incentive for Anglo's staff to make a sale. This approach alleviates pressure on customers and offers them a level of comfort since they do not have an obligation to only work with one person. In fact, it is common for several staff members and designers to be consulted on any one sale, maximizing the level of attention and care that customers receive. "We want to find the best fit for that customer, because we're in it for the long haul," Scott says.    

John Miller, Scott's dad, opened Anglo Diamond in the late 1970s. The family's decision to do so stemmed from a long-time interest in large diamonds, and friends and other business associates involved in the diamond industry. The business was strictly wholesale at that point, selling diamonds two carats and above, and remained so until 1989, when the consumer division opened at Merle Hay. This change brought a selection of smaller stones and designs, specializing in unique pieces that could not be easily found elsewhere.    

In 2001, after growing up with the company, Scott bought the company from his father. One of Scott's first priorities included looking for a new location for Anglo Diamond to take the already successful company to the next level of accessibility and convenience for customers.   

After an exhaustive search, Scott found the ideal location in Clive which has now been home to Anglo International since 2003.  The move from their former Merle Hay site allowed more room, now providing customers with approximately 10,000 square feet of space. This means more room for a very important component of Anglo Diamond's business philosophy: educating and serving the customer.    

Scott has set Anglo apart from other jewelry retailers in terms of merchandise, but what would the merchandise be without the store to complement it?  Even people who have not made a purchase from the store's new location, or even stepped inside, may be familiar with the color-changing sign in front of the store: something to brighten up a mundane commute along University Avenue. "A lot of people thought I was crazy," Scott remembers when he proposed the plan. "Now, when they see it, they think it's a great idea." The whole building belongs to Scott, who handpicked the four other retailers located within it to specifically complement the caliber of Anglo Diamond, right down to the architecture and design.    

Inside the store, the first thing you'll notice is nothing is hidden.  From the design and production process, to the fine details of maintenance, customers have the ability to see what goes on. To prove this, the work area in the back has a window, providing customers with the peace of mind that their priceless piece is not leaving the premises, but being carefully handled by one of Anglo's highly qualified staff. But, why is this piece so priceless? Because it is one of a kind, of course, since Anglo welcomes the opportunity to make jewelry visions become reality.    

Merchandise rests in various glass showcases around the store, arranged by style and brand. Showcases built directly into the wall display pieces, along with a framed photograph, perhaps of a wedding or portrait, making the item seem like something you could relate to at an important milestone in your own life.

Looking upward, a cutout of the ceiling reveals famous quotations scrawled in scripted fonts around a half-circle. And to top off the ambience, a tray of decadent, chocolate brownies beckons from the counter in the back employee area, not a product of a high-end caterer, but Scott's mom, reiterating the down-to-earth Iowa charm that this edgy store maintains.     But, don't be quick to write off Anglo International as looking too pricey. While they do carry many high-end designers, with pieces that could cost several thousands of dollars, they balance this by offering other quality jewelry within the average person's reach.

Scott describes Anglo's merchandise as, "very heavily design-oriented and style conscious," while others are, "fun, playful, and funky." Anglo also keeps up on the best financing options available, so that they are capable of helping virtually anyone purchase the piece that they want. Plus, buying through a wholesale company means lower prices for customers.    

Some of the designers they carry include Verragio and Tacori. Anglo Diamond has everything, for both men and women, from diamonds, rings, watches, necklaces and anything else that can be imagined, literally. If the piece you dream of does not exist, one of Anglo's strongest points is working with customers to bring their visions to life through their design studios, computer-aided design, and qualified staff.  Plus, where other stores might send out the piece for creation elsewhere, Anglo Diamond does their own work.    

Even though the company is well-known in the consumer retail division, Scott notes that people may not realize how actively involved in the wholesale market they still are, despite making the expansion into consumer retail.  In fact, the company now includes a wholesale location in Las Vegas. While the store is firmly rooted in Des Moines, Scott felt Las Vegas provided a setting ideal for its reputation as the center of the diamond industry and proximity to the West Coast. Despite this, Scott spends a good portion of time at his Clive location and visiting family and friends in the area.     So, while Des Moines may not be nationally known for its trendsetting ways, Anglo Diamond sets the standard for style, provides service above and beyond, and is committed to the most competitive pricing in the country.    

For more information about any of Anglo Diamond's services, located at 12851 University Ave, Clive, IA, visit www.anglodiamond.com , or call 515.254.0100.