Our Personal Touch

What We Stand For

Rasmussen Diamonds’ Vision, Mission and Guiding Values are centered on the “Ultimate Intimate Jewelry Experience” which is almost a holistic or metaphysical way of approaching business. It helps customers feel very comfortable doing business with Rasmussen Diamonds because Rasmussen’s professionals emanate honesty, integrity and give exceptional service. Professionals who have the customers’ best interest utmost in their mind to elicit the most wonderful, positive buying experience: professionals who touch on a “soul” level.

This experience is what makes us “family” for our associates, our customers, our vendors and the community. It is the underlying theme, the constant that will create the bond that will carry us from generation to generation.


Rasmussen Diamonds will pamper our customers to the most incredible jewelry shopping experience in the market place. We will do this by consistently building intimate family valued relationships with our customers and the community both in business and beyond. We will hold ourselves accountable to passionately and enthusiastically educate ourselves in all facets of the jewelry industry so as to always be the best jewelry professionals possible. We will provide the finest quality products and services at the fairest prices at all appropriate price points.

Guiding Values

We will practice integrity in all that we do without exception.

The foundation of our company is based on relationships with our customers and the community. The relationships we build will create enthusiastic buyers who will refer their friends and remain loyal advocates. We will honor these relationships with honesty, respect and ethics.

We will advocate professionalism with regards to knowledge, appearance, performance, attitude, dedication to excellence and attention to detail. We will hold ourselves accountable to aspire to exceptional achievement in each of these areas.

We will continually deliver incredible service to our customers, our suppliers and each other with a passion that is meaningful and has lasting impact.

We maintain an uncompromising commitment to quality with regards to merchandise and pricing that will always reflect honesty.

A positive relationship with family and loved ones is an integral part of our culture.

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