If you’ve lived in a city with a Shane Co. store, you can probably hear it right now. That steady, almost hypnotic voice. It’s a bit monotone, definitely earnest, and it always promises you a "friend in the diamond business."
That voice belongs to Tom Shane, the face and—more importantly—the sound of the largest family-owned retail jeweler in the United States.
It’s actually kinda wild when you think about it. In a world of flashy Super Bowl ads and TikTok influencers, one of the most successful retail empires was built on 1970s-style radio spots. But there is a lot more to the man behind the microphone than just a catchy tagline.
The Man Behind the Microphone
Tom Shane isn't just a spokesperson. He is the third generation of Shanes in this business. His grandfather started it all back in 1929, right as the Great Depression was about to wreck the global economy. Most people think Tom Shane Shane Company started in a skyscraper, but it was actually a single shop in Cleveland.
Tom launched his own iteration of the brand in 1971. He had this specific idea: cut out the middlemen. Basically, he wanted to buy directly from the cutters in places like Antwerp and Bangkok so he could keep the prices down and the quality up. Honestly, it was a pretty radical move for a local jeweler at the time.
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He spends about half his year in Bangkok. Why? Because that’s where the rubies and sapphires are. He’s not sitting in a corporate office in Denver all day; he’s literally overseas, hand-picking stones under natural sunlight because he refuses to grade them on cloudy days. That’s a level of pickiness most CEOs just don't have.
The Radio Legacy That Won’t Die
Most people know Tom Shane because of those radio ads. They’ve been running for over 50 years. It’s actually the longest-running continuous ad campaign in the history of radio. Think about that for a second.
The ads are famously "boring."
They don't have jingles.
They don't have loud sound effects.
It’s just Tom talking to you.
He once admitted that the whole "dull" persona was intentional. In the 1970s, during the Vietnam War era, there was a lot of distrust toward "Big Business." By keeping the ads simple and person-to-person, he made the Tom Shane Shane Company feel like a small, local shop even as it grew into a massive national chain.
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What Really Happened with the Bankruptcy?
You might remember hearing something back in 2009 about the company filing for Chapter 11. It was a shock to a lot of people. But here’s the nuanced part: the bankruptcy judge actually called it "the ideal Chapter 11."
Instead of liquidating or screwing over creditors, Tom Shane structured the reorganization so that 100% of the company's debts were repaid. He even put the money owed to himself at the bottom of the priority list. By late 2010, they were out of bankruptcy and actually stronger for it. Not many business owners would put their own paycheck last like that.
Is He Still Running the Show?
As of 2026, the company is still very much a family affair. Tom’s son, Rordan Shane, is now the President and CEO, handling the day-to-day grind of running 20+ massive stores. But Tom hasn't retired. He’s the Chairman, still obsessed with the "marketing leader" role and still doing those iconic voiceovers.
He’s even been knighted by the King of Belgium. Yeah, "Sir Tom Shane" is technically a thing, thanks to his decades of work with the diamond trade in Antwerp.
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Why People Keep Going Back
Buying a diamond is terrifying for most people. You’re spending thousands of dollars on a rock you don't really understand. The Tom Shane Shane Company model works because it addresses that anxiety.
- Non-commissioned staff: The people helping you aren't trying to upsell you just to hit a quota.
- Direct Sourcing: They own their inventory outright, which is rare. Most jewelers "memo" or borrow their diamonds from wholesalers.
- The Warranty: They still do the free lifetime warranty, which covers resizing and stone replacement—things that usually cost a fortune elsewhere.
There’s also a weirdly human side to the business. Tom once famously stopped selling high-end watches entirely because a customer's $30,000 timepiece was mishandled. He decided if they couldn't do it perfectly, they wouldn't do it at all.
What You Should Know Before You Go
If you’re thinking about heading into a Shane Co., keep a few things in mind. First, they are big on education. They’ll give you a loupe (that little magnifying glass) and tell you to look at the inclusions yourself. Don't be shy about using it.
Second, while they’ve started selling lab-grown diamonds to keep up with the times, Tom is still a "natural stone" guy at heart. If you want the old-school Earth-mined stuff, that’s their bread and butter.
Actionable Next Steps
- Check the "Loupe" Blog: If you want to know which "C" (Cut, Color, Clarity, Carat) actually matters for your budget, their online guides are surprisingly honest about where you can skimp and where you shouldn't.
- In-Store Comparison: Go to a store and ask to see two diamonds of the same grade side-by-side. Because they hand-pick stones, you'll often see that one "VS2" diamond looks way better than another "VS2" from a different jeweler.
- Listen for the "New" Ads: Pay attention to the "Made to Shine" campaign. It’s their latest push to stay relevant in 2026, focusing more on the customer's story than just Tom's voice, though he's still very much the anchor of the brand.
The reality of Tom Shane Shane Company is that it’s a relic that refuses to go away because it actually works. Whether you love the voice or it drives you crazy, the business behind it is a masterclass in staying power.