TACORI is one of the most recognizable names in fine jewelry—known for its distinctive designs and commitment to craftsmanship—and a proud partner with Clientbook. I sat down with Paul Tacorian, Board Chairman and former CEO of TACORI, to discuss his journey in the jewelry industry, the values that guide him, and how TACORI became a household name.
Q&A with Paul Tacorian
TACORI’s beginnings
Brandon Wright: You grew up in a family business. Can you tell us about how TACORI started and what it was like when you joined?
Paul Tacorian: My parents started TACORI. They were immigrants from Romania, and they built the foundation of this company. They had no formal education and had to figure out how to run a business, work hard, and get through any challenge to survive.
When I came in 26 years ago, it was just my mom, my dad, another lady, and me. We had one computer in the office. I saw an opportunity to create a brand and do things differently than other manufacturers. The jewelry industry was mostly small, family-run businesses, and I realized that building relationships with retail partners was the key to success.
Paul’s five values
Brandon Wright: Today, TACORI is a widely recognized brand. What would you say your brand stands for? And what do you stand for?
Paul Tacorian: We are design-focused. Our jewelry is handcrafted, unique, and made with the highest-quality materials. But beyond the product, our values matter most.
My five values in life, in order, are: fun, freedom, family, happiness, and abundance. If I can't have fun, I can't do anything else. Freedom means being comfortable with who I am and what I do. Family includes both my immediate family and the TACORI family. Happiness brings joy, and abundance is about having the capacity to give back to those around me. These values guide how we run our business.
The best part of being in jewelry
Brandon Wright: You’ve been in the jewelry industry for a long time. What brings you the most joy?
Paul Tacorian: Every store we work with is an independent, family-owned business. Every day, these jewelers wake up thinking about their business and go to sleep thinking about it. It’s their legacy. I love creating opportunities for these people to succeed. Many aren’t the most sophisticated business owners, but they’re incredibly smart, hardworking, and passionate. Seeing them grow and thrive is what drives me.
Being a part of "The Bachelor"
Brandon Wright: One of the biggest moments in TACORI’s history was when it became part of The Bachelor. Can you tell us how that happened?
Paul Tacorian: This is such a great example of the power of relationships. When we were still small, I used to answer the phones and build relationships with every sales associate I could. One day, a sales associate called me and said, 'You won’t believe who’s in here—the producer of The Bachelor is buying a TACORI ring!' She told me, ‘You have to be on The Bachelor.’
At first, I thought, ‘If they put me on a TV show with 25 girls and feed me alcohol, nobody will ever buy a TACORI ring again!’ But instead of pitching myself, I pitched them on having The Bachelor come to TACORI to create custom rings instead of using Harry Winston. They were interested but committed to Harry Winston at the time. I kept following up for six months. Eventually, they called and asked if we wanted to make Trista and Ryan’s wedding rings. That wedding was the second most-watched wedding in history after Princess Diana’s. It was a game-changer for our brand, all because of a strong relationship with a sales associate."
A favorite piece, and a special collection
Brandon Wright: What jewelry piece holds the most personal meaning to you?
Paul Tacorian: The first Classic Crescent eternity band we made is my favorite. I made one for my wife for our fifth anniversary, and it’s special to me because of the craftsmanship and meaning behind it.
Another special collection is the Founders Collection, designed by my father after he stepped away from the business. It was amazing to see him come back and design again.
Changes coming to the jewelry industry
Brandon Wright: What are some of the biggest changes you’ve seen in the jewelry industry?
Paul Tacorian: There have been two major transformations: the rise of e-commerce with companies like Blue Nile and the emergence of lab-grown diamonds. Lab-grown diamonds have shifted the industry. Customers who used to spend $7,000 on a diamond and $3,000 on a ring can now afford a larger, higher-quality diamond and invest more in their setting. That’s good for TACORI, because we’ve always been on the higher end of settings. The challenge is that overall ticket prices in stores are decreasing, which is why retailers need tools like Clientbook to maximize sales opportunities.
Brandon Wright: How do you see technology changing the jewelry industry?
Paul Tacorian: Consumers walking into stores today often know more about diamonds than the associates selling to them. That means retailers need to be more informed than ever. Online research is huge, but jewelry is still something people want to see, touch, and try on. The key for retailers is to have a strong online presence that provides information and drives customers into stores.
Brandon Wright: You mentioned innovation. How does TACORI stay at the forefront?
Paul Tacorian: We invest in the latest CAD technology and manufacturing techniques, but innovation isn’t just about technology. It’s about storytelling. We want people to connect with our brand on a personal level. That’s one of the reasons why I’m launching the TACORI Love Van—a restored 1972 Chevy van that will travel the country spreading joy and giving back to communities. I’ll be meeting with people, creating experiences, and sharing love. Authenticity and connection are what move brands forward.
Conclusion
Paul Tacorian’s passion for jewelry, people, and innovation is evident in every aspect of his work. From his deep-rooted values to his game-changing moment with The Bachelor, his journey is one of persistence, relationships, and vision. As TACORI continues to evolve, Paul’s commitment to craftsmanship, connection, and giving back remains stronger than ever.
Clientbook is honored to have TACORI as a brand partner, bringing custom TACORI product recommendations to jewelers nationwide. Schedule a demo to learn more about how Clientbook can help you sell more TACORI at your jewelry store.
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