Wendy Tarapani, the Queen of Diamonds


You can't talk about diamonds and watches in the Caribbean without talking about Wendy Tarapani, the Executive Director of Diamonds International (DI), one of the biggest chains (more than 100 stores) in the region. Tarapani started this dominance from one small store hidden in an alley in St. Thomas (Drake’s Passage) in 1988. Now, Diamonds International has stores under the names of Diamonds International, Tanzanite International, DI Watch & Design, DI Collection, Italian Connections Clothing, Kids International European clothing, Havana Blue Lounge-Bar and Tequileria International, with more on the drawing board. I met Ms. Tarapani on a shuttle leaving SIHH and then visited a Diamonds International store in Antigua to get a feeling for the operation. Based on her success, Wendy Tarapani really is the ‘Queen of Diamonds’.





Europa Star (ES): What are the sizes of your stores?

Wendy Tarapani (WT): The stores range in size depending on the location. Some of the biggest stores are: the Forum Shops in Cozumel which include Diamonds International and Watch & Design, a fully functioning jewellery factory and a Miami style lounge bar called 'Havana Blue' (approximately 20,000 square feet); Watch & Design in St. Maarten (about 3,000 square feet), Diamonds International in Cabo San Lucas (about 4,000 square feet), the Belize Tourism Village store, Mazatlan (6,000 square feet) and Aruba (6,000 square feet). Some of the smallest are the St. Lucia locations on the pier, the hotel stores in Barbados (located in the country club of Sandy Lane Hotel), St. Thomas (Wyndham Sugar Bay) and St. Maarten.






Exterior and interior of Diamonds International Belize


ES: What watch brands do you carry?

WT: We are very fortunate to be the authorized retailer for many prestigious watch brands such as: Audemars Piguet, Breitling, Cartier, Chopard, Piaget, Daniel Roth, Van Cleef & Arpels, Bertolucci, Concord, De Grisogono, Glashütte, Bulgari, Oris, IWC, Harry Winston, Ulysse Nardin, Mont Blanc, Panerai, Girard-Perregaux, Gerald Genta, Jaeger-LeCoultre, Roger Dubuis, Hamilton, Corum, Fortis, Longines, Ebel, Dubey & Schaldenbrand, Maurice Lacroix, Hublot, Movado, Longines, Gucci, Concord, Raymond Weil, Philip Stein Teslar and many more.

ES: What watch brands are your best sellers?

WT: All the brands sell very briskly for us as we have so many customers from all over the world with varying tastes. With potentially tens of thousands of visitors daily in the islands, we truly have a watch for everyone, from a college graduate to a couple celebrating retirement, to watch collectors. Travellers love to commemorate their vacation by purchasing a timepiece at duty free prices.

ES: Who are your customers?

WT: Cruise ship passengers, island visitors, cruise ship captains, politicians, actors, athletes. A large percentage of our clients are American but we also have very loyal 'local' collectors, as well as thousands of return customers every year.

ES: What is the biggest challenge for Diamonds International?

WT: Continuously searching for talented people to join our growing team. We are always on the lookout for people looking to travel, who love to deal with people and are looking for an exciting new challenge.

ES: What kinds of marketing do you do?

WT: We are backed by all major cruise lines, travel bureaus and major hotel chains. We advertise on cruise ships as well as on both American Airlines & Continental Airlines. We support our stores with print advertising on all major cruise lines, The Ritz Carlton magazine, Miami Herald and many more, i.e. local tourist publications and other hotel publications placed in the rooms in our local markets, as well as airport terminal illuminated display panels. We also sponsor local charities, schools, and parades.

ES: Do you do special events?

WT: Yes. We sponsor special events along with many of our watch brands, like the famous polo tournaments in Barbados, golf tournaments as well as holiday and charity events.

ES: How important is the cruise ship market for your stores?

WT: A large percentage of our loyal customers get to know us for the first time while on a cruise. Because we are every major cruise line’s number one recommendation for diamonds, fine jewellery and watches, passengers have the confidence to purchase with DI as a US based customer knows that their cruise line stands behind Diamonds International. Plus we have a US based customer service office with an 800 number for the convenience of our customers.

ES: How do you market DI? Does the marketing focus and message differ from market to market?

WT: The company is marketed similarly in all regions, but the focus of specific brands or diamond/jewellery styles vary by region or country.
For cruise ships it will vary by region based on what brands we carry and the size of the location.
Hotel marketing is generally aimed at higher-end clients with more disposable income than cruise line marketing, although depending on the cruise line, we do have to taper our promotions to fit the clientele.

ES: What is the best market right now?

WT: We are very optimistic about all of our locations. Some of the most consistent are St. Thomas as it is always popular and since it is where the company began, we have a huge flow of repeat clients.
Barbados, Aruba and St. Maarten are fabulous regions as well because we not only get cruise ships, but have a steady flow of tourism from all over the world.
Cozumel has bounced back with resilience after Hurricane Wilma and is again the premiere destination in the Western Caribbean. We’ve seen great growth in Cabo San Lucas, located on the 'Mexican Riviera,' as well as in an unlikely area known more for its eco-tourism, Belize.

ES: Any thoughts of expanding DI into other markets you are not currently in?

WT: We are always looking for new markets and we are changing our strategies continually. The newest thought wave in our company is to open mega-stores, to offer something for everybody who walks in the door!

ES: What is the biggest challenge you face day to day?

WT: Keeping up with fashion trends and new styles and then stocking over 100 stores.

ES: What is your biggest problem?

WT: Hurricanes – they not only hurt business, but infrastructure as well, and they can really devastate the lives of many of our valued employees.

ES: Of what are you most proud?

WT: The fact that one small store in St. Thomas has grown to over 100 stores in less than 20 years. Also the fact that I still work with my first customers, when we were only one store! If you treat people properly and sell with a high ethical standard, they will always be happy and come back.

ES: What do you like about what you do?

WT: There are so many things I love...meeting new people, travelling around the world, being fortunate enough to live in St. Thomas. I love being part of people’s vacations. It’s nice when a couple comes in after 30 years of marriage and spends time learning about diamonds and then chooses the diamond they love. They pick a setting and have instantly become their own designers! One of the things I love most is when I tell a client that feels a diamond is too big, 'wear it, you’ll be surprised how fast it shrinks,' and then they come back and upgrade to a bigger one, and they remind me of what I told them and that I was right, it did shrink!

ES: How does the future look for watches in general and DI in particular?

WT: The future looks great. This is a new 'brand' world. When people look to acquire a new timepiece, they look for history: How long has the company been around? Are they assembled by hand? Can I wear it everyday? Will this make a statement?
I love that each watchmaking house has a family tree. For example, Dubey & Schaldenbrand watches are owned by Cinette Robert who is part of the Jaeger-LeCoultre lineage. This adds to its legend and really adds to the romance.
People like to know that what they are buying has a lore and will be a great heirloom to keep in the family...be it a fine watch or a diamond, our customers not only buy something new, they add a memory to their vacation and what better way to know when it’s time for another vacation than by checking the day and date on your Royal Oak Offshore?

ES: How important is training? How do you accomplish it?

WT: Extremely important. We have diamond trainings, guest speakers, customer relations sessions and brands also conduct ongoing training courses on new happenings, and in some markets we even provide English/Spanish language courses to our staff so they can continually improve their communication skills.

ES: How does DI handle after sales service and repair to the watches you sell?

WT: We have a US based customer service department to assist with any questions, but since all the watches come with international warranties, all customers have to do if they want to have their watches cleaned, or if they need assistance, is contact their local authorized repair centre.

ES: What is your favourite watch?

WT: That’s a tough one...I love so many of them. In fact, I’d say I’m addicted! My husband Abe has a collection, Albert the president of DI has begun collecting and many of the staff who work with us have become 'watch fanatics.'
I would have to say, the first watch I really fell in love with was my Audemars Piguet. I bought it and still wear it as often as possible.

ES: What watch are you wearing right now?

WT: A Philip Stein Teslar on my left wrist so I can have a good night’s sleep.

ES: What does time mean to you?

WT: There are not enough hours in the day to accomplish all I want to do. Sales take precedence over all else, and past customers are constantly coming in and asking to deal with me again - so the desk tends to pile up! We have to keep our priorities straight, and in our business it is the client who takes priority over everything else!

ES: What advice would you give retailers on how to grow their business?

WT: Pick the best staff you can find. Stay focused. Always maintain a high ethical standard.

ES: What is the secret of your success?

WT: It may sound like a cliché but: hard work, ethical business practices and surrounding myself with good, hardworking and talented people. We are very fortunate to have such great staff working with us all around the Caribbean and Mexico...A little luck sure helps as well.

Facts & figures:

Number of stores: over 100
Names: Diamonds International has stores under the names of Diamonds International, Tanzanite International, DI Watch & Design, DI Collection, Italian Connections Clothing, Kids International European clothing, Havana Blue Lounge-Bar, Tequileria International
Brands carried: Audemars Piguet, Breitling, Cartier, Chopard, Piaget, Daniel Roth, Van Cleef & Arpels, Bertolucci, Concord, De Grisogono, Glashütte, Bulgari, Oris, IWC, Harry Winston, Ulysse Nardin, Mont Blanc, Panerai, Girard-Perregaux, Gerald Genta, Jaeger-LeCoultre, Roger Dubuis, Hamilton, Corum, Fortis, Longines, Ebel, Dubey & Schaldenbrand, Maurice Lacroix, Hublot, Movado, Longines, Gucci, Concord, Raymond Weil, Philip Stein Teslar and many more.
Average sale: US$1,000
Percentage of overall business for watches: 20%
Number of employees: 2,500
Size of stores: 500 to 20,000 square feet

Photo Key: all photos supplied by Wendy Tarapani





We are pleased to welcome Keith W. Strandberg to the Europa Star team as our new International Editor. In the past, Keith has written regularly for the magazine as our American correspondent.

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