Diamond in the Rough

Chill out with Stockton’s Diamond Ice

by PATRICIA KUTZA

It’s easy to understand why Erica Parrino told her husband to revisit the idea at a better time. Intrigued by information he heard at a cocktail party earlier that night, Rob Parrino woke her at 2 a.m. to talk about opening an ice company. “I told him to ask me again in the morning,” she laughs. The rest, as they say, is history.

That history took shape when the Parrinos, Stockton residents, immersed themselves in research about the structure and marketing of ice. The Parrinos were no stranger to operating a business. “It’s in my family blood,” Rob says. His parents’ family business, Romar Metals, was winding down, and it seemed a good time to devote his energy to a new venture.

Leveraging the experience of mentors and visiting other ice companies helped the Parrinos become more familiar with the ice industry. They also benefited from listening to the feedback of friends in the community who had some harsh words to say about some past ice providers. “They were disappointed about the constant price increases and impersonal customer contact,” says Rob.

If the Parrinos took to heart the opinions of naysayers, they may never have launched their ice company, Diamond Ice, in September of 2008. The stock market was in shambles, and even the Parrinos’ closest friends advised them against the business. “That fall, the economy was tanking and we felt if we could make it during those hard times, all the better,” Rob says. “In fact, ice companies do better in recessionary periods,” adds Erica. “People are staying home more, holding parties at home. And when they go out, they may choose to camp instead of spending money to fly somewhere else.” 

The Parrinos say that their business, providing block and crushed ice to stores, golf courses, and company events, is exceeding their expectations. “We are getting our name out there,” says Rob. “People like dealing with an independent company that has a local touch. It’s really important to keep money in the community. Plus, it’s not just about making money. We’ve been donating ice to schools to help out during these difficult times.”

Starting a business in good times or bad can mean negotiating a slippery slope. The Parrinos literally found this out during our photo session. “Rob made this beautiful ice sculpture for the shoot,” Erica recalls. “When we tried to move it, it snapped and Rob had to hurriedly carve a new one.” On other occasions, his creations have literally slipped out of his hands.

Then there’s the occasional unusual request. “One woman came in and asked if I could make a sculpture of her derriere,” says Rob. “She even said she could bring in a photograph. I was totally taken off-guard.”

For more information: Diamond Ice, Stockton, (209) 943-9422, www.diamondiceinc.com