Quincy, Illinois, has long been known as the “Gem City” of the state. The nickname can be traced back to the 19th century and the city’s value as a trading center for commerce, rail, and riverboat traffic on the Mississippi River.
Fast forward to today, and the spirit of commerce and trade is thriving for an unassuming retailer in Quincy, but instead of corn and fur, sports cards are the currency of choice.
Diamond Cards is owned by Barb Chapin, who heads up a two-person team that specializes in sports cards and sports memorabilia sales. Whether it be older collectables or the latest releases of boxed sets from industry staples such a Topps, Donruss, and Upper Deck, Barb’s shop caters to seasoned collectors and newcomers alike. “We sell all kinds of sports cards as well as sports memorabilia,” Barb said. “The world may be increasingly high-tech, but there’s always going to be an interest in sports cards.”
The birth of Diamond Cards
Diamond Cards opened its doors in 1989, with Barb’s late husband, Dick, leading the way. At the time, Dick had been employed by the YMCA in Quincy, and he purchased Diamond Cards when he decided to retire from the nonprofit.
“He loved sports. He grew up in Chicago. As a young child, he went to Cubs games with his mother, and he and his dad had season tickets to the Bears.” Barb recalled about her husband with a smile. “When he was ready to retire, he wanted to do something other than sit.”
Initially, Barb expressed uncertainty about the venture, balancing the new business with her full-time job. “My first thought was, ‘Oh my, I don’t know about this.’”
As the business grew, so did Barb’s commitment to Diamond Cards with Barb pitching in by working evenings and weekends. The early days were marked by a bustle of activity, with the Diamond Sports Cards welcoming customers seven days a week.
“We worked constantly, but we felt we needed to do that in order to get the business off the ground and to be successful,” recalled Barb about what they needed to do to establish the business’s firm foundation in Quincy.
After her husband’s death in 2008, Barb faced a daunting decision about whether to keep the business open. Ultimately, she chose to carry on Dick’s legacy, hiring Sean Hasting as General Manager to help navigate the business into the future. Sixteen years later, Barb and Sean are still working together, making Diamond Cards a “go to destination” for sports memorabilia enthusiasts in Quincy and beyond.
“Sean really manages things day to day and takes care of getting the merchandise purchased and getting the merchandise out the door,” stated Barb who noted she still handles the financial bookkeeping for the store and often carries out that work at home. “Sean is the one that’s primarily here and dealing with customers. He came on board in 2008 after Dick passed away, and I am very fortunate to have him.”
The business has undergone significant changes since its inception. What was once a busy storefront with customers seeking single cards or building sets, Diamond Cards has transformed into an operation where more than 95% of sales are transacted online, with the bulk of purchases made by investors.
“Originally, customers would visit the store to purchase single cards, build sets, or collect high-in-demand rookie cards of the popular players at the time. We had a lot of store traffic when we, opened the business,” recalled Barb.
“When people initially bought cards, they bought them because they liked a certain player,” explained Barb. “They wanted that player’s cards, or they had a team that they were particularly fond of, and they wanted players from that team. And so, it was a way to get closer to the sport that they loved.” Now, Barb says there are far fewer kids who are sports card collectors and far more investors. “People are buying cards, taking a chance on something that’s going to go up in value,” Barb noted.
“We don’t have so many kids anymore that walk in to purchase cards,” explained Barb. “Many of the cards are quite expensive. It used to be you could buy a box of cards for $20, or you could buy a pack of cards for $0.50. Kids could afford that. Now, you know, a single pack of cards may cost $10 to $15 to $20 to up to $1,000. It’s really not a hobby that a lot of kids are involved in. It’s more, investors who purchase products today.”
Customer service comes first
Barb concedes that when it comes to selling sports cards and memorabilia, customers have many options about where to make their purchases. So, Barb and Sean carefully cultivate a “customer first” reputation that has sports collectors coming back again and again.
“We put customer service first,” Barb emphasized with pride. “We knew people didn’t have to purchase from us, so we needed to treat them well and be responsive to their needs.”
Also adapting her business to the world of e-commerce has been crucial for Diamond Cards, according to Barb. “If we hadn’t developed a website and started online sales, I wouldn’t be here,” Barb acknowledged. “People don’t just shop locally. They can find anything online.”
As Barb looks to the future, she acknowledges the uncertainty of her business. “I’m not sure how much longer I can do this,” she said. “But for now, it’s a great run.”
You can do this
Barb says she became a sports fan when she helped her husband with this business. She said she always enjoyed watching football on TV. Even though she spends less face-to-face time with customers these days in person, she says she loves being a retailer. “The thing I really like about retail is probably spending time with customers, said Barb as an enthusiastic smile spread across her face. “It’s fun to have customers come in and to socialize with them. When Dick was alive, we had two chairs in the store. And people a lot of times would just come in and talk sports and would come in and visit with us. You know, if Dick were here, he’d be pleased. He would probably say, ‘You know, I knew you could do it.’”