Thank you Diamond

The role of a radio equipment retailer is well defined, leaving no room for misinterpretation: the dealer is simply a link between the manufacturer and the end customer. We are here to serve you.

The reason we’ve got into the radio retail business is well known: after an established shop owner publicly announced that he is closing down by the end of 2023, I freaked out, picked up the phone to express my dissatisfaction. Only to be told that if I am not happy, I should start my own radio retail business. Fair enough.

I gave it some serious thought. It made perfect sense: it would be better for the ham community if the vacancy is filled by someone who is enthusiastic, has retail experience and an impeccable business reputation.

A couple of months later, DXing has secured dealership for ICOM, ACOM, 4O3A amps, Heil and SUNSDR. But something was missing: a strong antenna maker with a range of antennas and accessories.

In August last year, I approached Diamond Japan. I explained that DXing would be happy to take care of Australian customers and continue to serve their needs.  Diamond was silent. I tried again – and again. No reply. As we run a one-man office in Japan, I tasked our Japanese staff to write to Diamond and once again present our case. Despite a number of emails and phone calls, in Japanese, from Japan, Diamond failed to respond.

In February, after 6 months of trying, I got an email through our Japanese office that Diamond has no plans to open a new account in Australia – unless DXing is appointed by the Melbourne business as a successor. To say that such a request is bordering on ridiculous, would be understatement. However, I picked up the phone and called Melbourne. I didn’t want just a referral letter, I was happy to buy the entire stock of Diamond products already in Australia.

What more could one offer to an owner with plans to retire?

Unfortunately to this day, no further progress has been made. On Friday, I got another email stating that as long as the Melbourne business is operational, no new accounts will be open. To my surprise, Diamond concluded that “in the radio retail industry, it is not uncommon for a shop to advertise closing down intentions for many years, even 10 or more”.

The message is clear: you won’t be getting Diamond, any time soon, possibly never.

And that is fair enough. Absolutely no hard feelings. Any manufacturer who is bold enough to say no to my hard earned cash has my utmost respect.

Unfortunately I have no time to waste. As much as I respect Diamond, there are other antenna and accessories manufacturers out there. Unlike transceivers and amplifiers, antennas and cables are hardly rocket science. When it comes to antennas and cables, it is performance, mechanical and electrical quality that matters, not brand name.

RF does not care about branding.

There is of course another option, one I am still reluctant to embrace: to start my own antenna brand. I have already partnered with eminent antenna designers, experts in their field, people I’ve know for years, who would be more than happy to have their antennas manufactured under the DXing brand. We already have a small team of designers, in our Sydney workshop who can translate drawings into CAD files and 3D models. Finding an antenna manufacturer in China would not be difficult. After all, Diamond antennas ARE made in China, and the Chinese are not going to say no to cash.

The reason I am reluctant to venture into yet another project is obvious: I should focus on retail, not manufacturing. Time is precious and time flies. But bloody hell, if I can make and sell a watch, surely, I can make and sell an antenna.