Troy Crosland and Danielle Crosland Nielson were running a telemarketing firm in 2000 when they noticed what seemed to be an "untapped niche" in the wireless retail market.
They switched focus, founded Diamond Wireless and opened a sales office for Verizon Wireless products and services in a well-traveled section of Fashion Place Mall.
They trained their new employees extensively, using the motto, "Nobody walks." Employees were given permission to lower prices at their discretion if that was necessary to close a sale. Diamond also offers extensive services to customers after a sale is closed.
This business model has resulted in Diamond selling more digital telephones per office than any other telecom sales agency in the country.
This success led Crosland and Nielson to expand, first within Utah, and then, in 2002, into Colorado and Arizona. In 2006, the company acquired Cannon Wireless to establish a presence in the Pacific Northwest, and in 2008 bought the assets of MobileTron and its 20 locations in Southern California.
Now, Diamond boasts 150 locations in 13 states, including Hawaii and a recently started push into Louisiana. The company operates under long-term agreements with Verizon that allow Diamond to represent that company in the western and southern United States.
Crosland and Nielson believe their success has come, in part, from their extensive experience within the telemarketing and wireless industries. They also have drawn upon the "entrepreneurial spirit" they feel has been passed down to them by their father and grandfather, both dedicated entrepreneurs.