Wilson Diamonds

Wilson Diamonds was established in 1974 by Keith and Richard Wilson, who were at the time students at Brigham Young University. Their whole idea to start a store came from Richard's attempt to buy a diamond engagement ring from the local stores. After looking around, Richard was disappointed at the lack of real information available from salespeople about quality, price, etc. He was also disturbed about the lack of respect for thinking, intelligent people shown through the sales pitches. (Do you really buy, because a salesperson tells you "you'd better hurry, this will be gone tomorrow?") Thoughtless, tacky pressure was rampant. So. . . Keith and Richard decided there was a huge opportunity to open a store that employed salespeople who would cut out the schmoozy sales pitches and give really low prices on good quality diamonds and engagement rings. Using Richard's Belgian diamond source (another long story), they began to develop this side of diamond sales. The whole philosophy was to sell better quality for less, only sell engagement rings and wedding rings, and show people how to tell what they are buying so they can compare prices knowledgeably.

In 2005, the Wilson's opened their fourth location in Provo next to the Olive Garden on University Parkway. Wilson Diamonds is now the largest store in town. We employ 21 people, including three full-time goldsmiths to do custom work.

Since 1986, Keith Wilson has pursued a teaching career and plays no active part in the management of Wilson Diamonds. He now has a doctorate degree and teaches religion full time at BYU. His first love has always been teaching. The way Wilson Diamonds teaches its customers is largely his legacy. He has eight children and lives in Provo with his wife of 29 years, Linda.

Richard Wilson received his undergraduate degrees in microbiology and chemistry from BYU, with minors in English and Math. He received his Master's degree also from BYU. Richard went on and completed all the GIA (see The Learning Center) courses available on diamond grading and has those certificates on display in the Provo store.

Richard now handles the day-to-day management responsibilities of the Provo store near the Olive Garden, as well as a sizable wholesale network. Richard is married (30 years now) to Debbie, and they have six children and six grandchildren. He lives in Orem. Wilson Diamonds is currently located next to the Olive Garden restaurant in Provo.