How One Shared Vision Built a SoCal Design Institution

By Renée Soucy

The historic Snyder Diamond Pasadena showroom

FIRST FROM THE START—A SNYDER DIAMOND JUBILEE

Back in 1949, when Walt Diamond and Lou Snyder joined forces, the population of Los Angeles was pushing two million, the Dodgers still played for Brooklyn, and the median house price was about $8,500. So much has changed over the past 75 years, but the DNA of Snyder Diamond has not. Even in the earliest days, when the business was evolving beyond its roots in the scrap metal trade, a dedication to innovation, to building relationships with the design community, and the creation of a new kind of retail experience, were already guiding its growth.

Lou Snyder and Walt Diamond on the showroom floor

More than simply a mission statement or tagline, ‘Always be first with what’s next’ encapsulates the past, present, and future of Snyder Diamond. From revolutionizing kitchen & bath showroom displays and introducing iconic domestic and European brands like Viking, Dornbracht, Gessi, and Fantini to the U.S. market for the first time, to becoming an invaluable professional resource and ally to organizations like the ICAA, SIA, ASID and others—that initial spark lit 75 years ago burns brighter than ever today.

SCRAP METAL TO GOLDEN SEATS

In a profile published back when the company was a youthful 40 years old, Walt Diamond explained that by the late 1950’s the business was quickly transforming from their original 2,000 sq ft. warehouse. "Although scrap metal was our main business, Snyder Diamond had been selling plumbing parts, faucets, and other items. During this time, I felt there was a market for a more decorative look for bathrooms and kitchens. From this idea we started to do things like taking standard kitchen faucets, adding decorative handles and having them bronze, silver or gold plated. Offering something different started to catch on and we began, what many people believe, to pioneer decorative plumbing supplies and accessories."

The Snyder Diamond Pasadena showroom

Snyder Diamond’s President, and Walt’s son, Russ Diamond, recalls countless afternoons spent working with his dad in the warehouse. While serious about service, selection and innovation, a sense of humor and levity (perhaps the secret to working closely and successfully with family over decades) were there, too. “My father was regarded as the Toilet Seat King because we were known to have hard-to-find toilet seats.  When a customer would come in, they’d spend 30 minutes, even an hour with them to find just the right one.” In honor of his reputation Russ’ mother gifted Walt a gold pendant in the shape of… a toilet seat. With a smile Russ remembers “We always said that if he ever passes away at work, it'll be in the toilet seat aisle!”

TAPPING EARLY POTENTIAL

Anyone who has taken a creative writing class will tell you that “show, don’t tell” is an essential piece of advice for crafting a compelling story. In the early 60s Lou and Walt/Snyder Diamond took this concept to heart and ignited even more growth for their business. 

First, they set up a model bathroom at the Decorators Show in the Pan Pacific Auditorium, a legendary, long-gone building on Fairfax Avenue. At the time, bedrooms and living rooms were the only displays to be seen in a design show, so the idea was nothing short of revolutionary and marked the arrival of the decorative bath industry. The response was overwhelmingly positive. 

Soon after that celebrated Decorator’s Show, appliances and kitchens were added to Snyder Diamond’ offerings. Russ Diamond looks back on how creative display became an enduring signature of the business: “Even if we weren't selling a product, we would merchandise it, you know, so people would get an idea of how the product would interact and look within the confines of their dwelling. We always would have people come in—homeowners, designers and a lot of celebrities over the years—to get ideas on what they could do in their home.”

A FAMILY AFFAIR

Studies suggest that only around 30% of family businesses in the US survive into the second generation, a fact not lost on Russ "There are not a lot of family run, closely held businesses like ours left in LA... We now have had four generations shopping here. I've even had some designers, like Thomas Lavin, for instance, who told me that he used to come in with his dad when he was nine or ten years old. They'd stand at the parts counter. And we've had clients like Jerry Buss and Frank Mariani who started out with apartments. That's how they were able to buy the Lakers, through real estate."

Walter Diamond and Russ Diamond

Russ continues "It’s a personal relationship business. Whether it be with your customer or with your vendor or with your manufacturer. We have a long and cherished history with many of the manufacturers like the BSH family of brands, Bosch, Thermador, and Gaggenau, and longstanding relationships with many of the families behind them dating back to when they first started to introduce their brands to the U.S. market; Toto, Durovit, Dornbracht, Fantini, and Hansgrohe all spring to mind. We've been the first - or one of the first - to establish relationships with the families that ran these companies originally.

Gaggenau wall ovens, part of the BSH Home Appliances Corporation

Now some of the companies have changed hands, have sold and have gone more corporate, but we were there from the beginning, giving them a platform. In fact, in the early years my dad would buy truckloads of products from people—he helped put them in business, and we were their very first customer. There are a lot of manufacturers who are still in the business who can say we were their first customer in the United States or their very first customer if they were a local company.”

Russ Diamond speaks at PDC Summer Market 2024

“In 1982, I started my own company, Americh, and Walt Diamond was my first customer. In January of 1984 I sold my very first bathtub to Walt and Snyder Diamond has remained a loyal Americh customer ever since. Under Russ Diamond’s amazing leadership, I have witnessed remarkable growth and transformation. Always the one to watch, Russ elevated the company to new heights and set standards unmatched by any competitor.

I am honored to be part of Snyder Diamond’s 75th anniversary celebration, and privileged to be able to call Russ Diamond a friend. I look forward to the next 75 years.” - Ed Richmond, President, Americh.

FROM DESIGNER RESOURCE TO DESIGN ALLY

When you’ve been in the business for over seven decades, working closely with generations of designers, architects, builders and individual homeowners, the fruits of your labor exist also within the larger built environment. What were once upcoming projects in Walt and Lou’s day are now icons of historical and aesthetic importance. The need to not only preserve noteworthy buildings, but also to preserve and share the knowledge necessary to build a considered, beautiful future, are now also part of Snyder Diamond’s direction looking forward.

Russ explains, “I got involved with ICAA almost a decade ago after Marc Appleton (who played a big role in bringing the organization to Southern California) inspired me to get involved. Snyder Diamond was focusing more on our relationship with the trade community, and many of those key customers were ICAA members. The organization’s involvement in the design community promoting and advocating for classic and iconic design and architecture are an inspiration.

Aside from having made many good friends throughout my tenure serving on the board, I admire and support the work we do with L.A.’s architects, students, teachers and many other cross-discipline professionals involved with the building arts. Through various initiatives, programs and scholarships ICAA works hard to create networking and educational opportunities for our community and a more beautiful and livable built environment—I’m proud to be a part of those efforts.

Snyder Diamond Santa Monica showroom in the 1960s

When Russ learned about the development of a new organization, SIA Save Iconic Architecture he offered immediate support. “We were there at the very beginning when they were discussing the whole concept. Before they formed SIA, both Ron and Jaime were upset that these iconic residential structures and even commercial ones like the Brown Derby were destroyed, and they really had a desire to figure out how to preserve them. Of course, we know and appreciate the LA Conservancy who are involved with the cause, but it was clear that Ron and Jaime would and could take a deeper dive into the issue. When they launched SIA, we were there from the start, and one of if not perhaps the very first sponsor. We believe in the work SIA is doing, what they’ve achieved, and we’re very proud of our history with them.”

WHAT'S NEXT

Snyder Diamond trip to Salone del Mobile 2024

As Snyder Diamond celebrates its 75th anniversary, an unwavering commitment to innovation, relationship-building, and a passion for creating exceptional customer experiences has proven to be the secret to success. From humble beginnings in the scrap metal trade to its status as a leading authority in the kitchen & bath design industry, Snyder Diamond has consistently pushed the boundaries of what's possible. The company's legacy is a testament to the vision of its founders, the dedication of its employees, and the enduring power of family values. As Snyder Diamond continues to evolve and adapt to the changing landscape of design, that commitment to excellence and a dedication to serving the community ensure its continued success for future generations.

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