Client Success Stories
Diamond Furniture's Journey to Retail Excellence
Our inaugural story features Diamond Furniture, a remarkable Irish retailer that recently claimed the prestigious Retail Excellence award. Their journey from operating five locations to building a stronger, more impactful single-store operation demonstrates how clear vision and strategic thinking can transform a business.
Through candid conversation with William Diamond, we explore how they've redefined the furniture retail experience in Ireland, their innovative approach to customer connection, and the strategic decisions that led to their recent national recognition. From their unique in-house brand development to their investment in customer experience, their story offers valuable insights for businesses at any stage of their brand journey.
What inspired the vision for Diamond Furniture, and how has that vision evolved as your business has grown?
"Diamond Furniture was born out of necessity, but its vision has always been rooted in standing apart from the competition. While our initial focus was on survival and establishing ourselves in the market, the vision has evolved significantly over time. Achieving differentiation was not a straight path; it involved learning from challenges, adapting to changes, and identifying what truly resonated with our customers. Interestingly, while we’ve streamlined from five locations to just one, our business is now stronger and more impactful than ever. The size and reach we have achieved today exceed what we managed when we had multiple stores. This transformation has been driven by a conscious focus on growth without incurring additional fixed overheads. By diversifying into new product lines and services, such as the introduction of Will and Co, we’ve created fresh revenue streams that align with our brand identity while keeping our operations lean and efficient."
The furniture retail landscape is highly competitive. What do you believe sets Diamond Furniture apart in the minds of your customers?
"In today’s competitive furniture retail landscape, offering excellent customer service, value, and reliability is no longer enough—these are baseline expectations. What truly sets Diamond Furniture apart is our commitment to expertise, inspiration, and creating a memorable, experiential retail environment. We’ve worked hard to design an in-store experience that not only showcases our products but also inspires our customers to envision their dream homes. Our tagline, “Make your home everything it can be,” is a promise we communicate consistently across all channels. It reflects our mission to help customers create beautiful, meaningful spaces that enhance their lives. By fostering a connection between our products and the idea of a perfect home, we’ve positioned Diamond Furniture as more than a retailer—it’s a partner in making a vision of home come to life."
Congratulations on your Retail Excellence awards. What do you think were the key factors that contributed to this recognition?
"Winning a Retail Excellence Award doesn’t happen by chance—it requires a clear vision and a commitment to continuous improvement. At Diamond Furniture, we set clear, measurable targets aimed at enhancing every aspect of the customer experience.
Central to this effort are our “10 Pillars of Excellence,” which guide our operations and focus on elements such as store presentation, technology integration, product curation, community engagement, and what we call the “first bite”—the critical first impression customers have when they walk through our doors.
Investment has also been a cornerstone of our success. Early on, we made the decision to reinvest our profits back into the business to fuel growth and innovation. This approach allowed us to elevate the customer experience and establish a high standard of excellence. While receiving the National Retailer award was an incredible honour, our mindset remains forward-focused. By Monday morning, we were back at our desks planning for the next month and next quarter, constantly striving to improve and maintain the standards that earned us this recognition."
How has your understanding of your customers' needs changed over time, and how has this influenced your business decisions?
"Over the years, we’ve seen significant shifts in customer needs and expectations, especially in the last 4–10 years. Customers today are more discerning—they demand quality solutions with progressive designs at competitive price points. We recognized that this offering was largely missing in the Irish market, so we set out to fill that void.
One major trend we observed was growing frustration with the cookie-cutter approach of many furniture retailers, where every store seemed to stock the same generic items. In response, we created our own in-house brand, Will and Co, featuring exclusive designs that reflect individuality and quality. This allows us to offer something unique and tailored, setting us apart from competitors.
We also noticed a shift in how customers value time. Many are no longer willing to wait extended periods for their orders to be produced and delivered. To address this, we’ve made a significant investment in stocking a large selection of our products, ensuring faster delivery. However, we still cater to those who prioritise customisation by offering bespoke options for customers willing to wait for their perfect piece. These insights have helped us shape a business model that’s both flexible and customer-focused, ensuring we meet the evolving needs of our market."
How do you connect with your customers across different channels, and what role has your brand played in making these connections more meaningful?
"We believe there’s no excuse not to create meaningful connections with our customers, especially when our work revolves around something as emotive and personal as creating homes. Our approach focuses on inspiring our audience and addressing their needs, rather than simply pushing products. By positioning our communication as problem-solving—helping customers envision beautiful, functional spaces—we’ve built a stronger and more genuine connection. This strategy has been especially effective on social media, where customers appreciate content that feels helpful and relatable rather than overly sales-driven.
Excellence in content standards is central to how we communicate our brand. Whether it’s a photoshoot for a new range or a reel for our social platforms, we work only with the best professionals to ensure our messaging is impactful. For example, we’ve flown in a top Us videographer and collaborated with talented actors to elevate the quality of our campaigns. Every customer interaction with our brand, across any channel, reflects our commitment to quality and our mission to inspire customers to “Make your home everything it can be.” This consistency and attention to detail have helped us forge deeper, more meaningful connections."
What advice would you give to other retail businesses looking to elevate their brand in today’s market?
"Elevating a brand in today’s competitive retail market starts with investing in the right people. Whether it’s hiring a talented internal team or partnering with exceptional external experts, such as branding agencies or social media firms, having the right support is essential. However, before you can rely on others to help guide your business, it’s crucial to gain hands-on experience in these areas yourself. No one understands your business better than you do, and this knowledge will help you set the right direction and ensure your partners align with your vision.
Another critical step is identifying your unique selling proposition (USP). What sets your business apart? Finding that point of difference is the foundation for building a strong, memorable brand. In my experience, I found that once I had a clear vision for our brand, I could inspire those around me to work towards achieving it.
Success requires relentless focus on your vision while remaining flexible with the details and strategies along the way. Surround yourself with great people and your passion and expertise will motivate your team and good things will happen."
Diamond Furniture's journey showcases how a clear brand vision, coupled with strategic thinking and brave decision-making, can transform a business. Through our rebranding service, they embraced the challenge of evolution, proving that success comes not just from adapting to change, but from having the courage to lead it.
