DIAMONDGRADE: A new standard in the card grading industry

We asked new card grading company DiamondGrade Cards (DGC) about what sets them apart in the industry and why you should choose them for all your card grading needs. Here’s what owner Ted Vasholz had to say.

Congratulations on the launch of DiamondGrade! Can you share the story behind the founding of your company and what inspired you to enter the card grading industry?

As a kid in the mid-'80s, summers were much simpler than they are today. It was a special time to be a kid. You could hop on your bicycle, pedal to the local filling station, grab a Cherry Coke and a few packs of '87 Donruss cards, hoping to find your favorite players. Often, and much like today, you couldn’t wait to get home to open the pack. Instead, you would rip it open right there and hold it in your hand as you pedaled the 5-6 blocks back home, likely damaging the edges and corners of the cards without a care in the world. Once home, you’d carefully add them to the binder you were assembling, aiming to complete the set, and spend the next hour or two joyfully admiring the pages.

Fast forward 30+ years, and the hobby never truly leaves you as an adult. Sure, there are times when you might take breaks from collecting cards and memorabilia, but the love for the hobby remains as life unfolds around you.

About four years ago, after receiving a few cards I’d purchased on eBay, I decided to increase their value by submitting them for grading with PSA. When I logged in and set up my submission for a two-card order, I was shocked to see a 65-day wait for the services I needed. At that time, I didn’t realize the extent of PSA’s dominance over the card grading industry. My research revealed that PSA essentially had no significant competition and controlled the card grading market. I came across numerous articles and comments expressing frustration from collectors about PSA’s service quality, wait times, and lack of transparency.

I spent hours researching and reflecting on this situation, and at that moment, I realized what I wanted to do with my life. Everyone seeks happiness and fulfillment, and the chance to offer collectors like myself a quality product and service became my passion.

My wife has always said I have a knack for coming up with names. After some thought, a vision emerged, and a logo came to mind. That’s how DiamondGrade was born.

I never did send in those 2 cards to PSA.

With so many card grading companies in the market, what sets DiamondGrade apart from its competitors? What unique value does your brand bring to collectors?

Our business model offers several key advantages. First and foremost, we are committed to uncompromising quality. We don’t cut corners. For example, our label development process is meticulous. While the design might not appeal to everyone, the quality and durability of our labels, along with the advanced security features, are unmatched in the industry.

Additionally, our encapsulation slabs are custom-built from the ground up. We’ve combined popular features found in current slabs to create a unique design. Our slabs feature rounded corners, clear or black inserts around the card, and an overlap sealing method we believe is the most effective. We also emboss our brand name on the bottom of each slab, adding a distinctive touch.

Another critical advantage is the consistency of our grading process. We have refined our grading criteria, particularly at the top end of the scale. We believe other brands have lax standards for grade 10, which dilutes the value of many cards. We see significant differences between grades 9 and 10 and address this with our “GEM” system: 9 (Mint), 9.25 (Sapphire Blue), 9.5 (Emerald Green), 9.75 (Ruby Red), and 10 (Gem-Mint Diamond). Our 9.5 and 9.75 grades often rival other brands' 10s, setting a higher standard for our 10 grade. We aim to elevate the value of a 10 and believe the current grading landscape is misdirected, with too many cards undeserving of the highest grade.

Finally, innovation is at the heart of our approach. We are committed to continuously introducing new products and services to restore satisfaction and respect in the card grading industry. Unlike some companies that have been slow to innovate, we are dedicated to leading the industry with fresh ideas and advancements. Our commitment to innovation and development is unparalleled, ensuring we remain at the forefront of the industry.

Sample DiamondGrade Card

We see significant differences between grades 9 and 10 and address this with our “GEM” system: 9 (Mint), 9.25 (Sapphire Blue), 9.5 (Emerald Green), 9.75 (Ruby Red), and 10 (Gem-Mint Diamond). Our 9.5 and 9.75 grades often rival other brands' 10s, setting a higher standard for our 10 grade. —Ted Vasholz, owner

Transparency is a key concern in the grading industry. How does DiamondGrade ensure a transparent and fair grading process for its customers?

The DiamondGrade philosophy is centered on consistency and simplicity. We recognize the current inconsistencies within the grading scale and understand the personal value that each collector places on their collection. That’s why we provide meticulous attention to detail and maintain the highest standards of grading quality.

Our innovative approach to developing our grading standards page includes a more interactive user experience. For example, our platform not only details each grade level but also features an "attribute" filter. This allows users to sort and view specific aspects, such as "corners," across all 10 grade levels and see the requirements for each.

Currently, we are working on adding example photos for corners and edges, rated on a scale from 1 to 10. This feature aims to give customers a clear perspective on what to look for in these areas of their cards, reinforcing our commitment to transparency in our grading process.

One key point I want to emphasize is our commitment to accountability. If we make a mistake, we will own up to it and take immediate steps to make things right. Our business is built around serving those who matter most—our customers. They deserve exceptional service, and we are dedicated to ensuring they receive it.

Can you walk us through the grading process at DiamondGrade? What steps do you take to maintain consistency and accuracy in your grading?

All successful businesses start and end with sound procedures. To achieve the highest standards, these procedures must be continuously improved. At DGC, we focus on a clear and precise process to minimize mistakes that could lead to poor customer experiences or unnecessary costs.

From the moment we receive an order, we begin the processing phase by checking for any potential issues that could arise during grading, inspection, labeling, encapsulation, or packing. We make immediate corrections, such as verifying that the cards match the order form and checking for any signs of tampering or fraud. This ensures that each order is evaluated professionally from the start, with minimal errors resulting from poor procedural management.

One of our primary goals is to prevent customers' products from touching bare hands while in our possession to avoid any additional damage. For instance, we use specialized gloves at critical stages of the grading process to achieve this goal.

We maintain a well-organized file system designed to keep the process flowing smoothly, with quality checks at every stage to prevent unnecessary mishaps. Our grading process is structured as follows: Order Processing and Research – Grading – Labeling – Inspection 1 – Encapsulation – Inspection 2 – Packaging and Shipping.

One of the motivations behind starting this business was the lack of quality seen in leading competitors. Too many high-end cards receive a grade of 10 despite having damaged corners, surface quality issues, and inadequate centering.

To uphold the highest quality standards, we rely on experience, effective management, and consistent training. Proper training is crucial in this industry, and teamwork plays a significant role in providing support and achieving our common goals.

This literally only scratches the surface on what we do, yet proves our level of commitment is there and lives up to our customers’ standards.

In terms of technology and tools, what innovations or systems have you implemented at DiamondGrade to enhance the grading experience for both the company and the customer?

At DiamondGrade, transparency is a core value. As I mentioned earlier, the lack of innovation among some key players in the card grading industry has significantly influenced the development of our product.

We are committed to providing customers with valuable insights into the grading process. For instance, we will offer detailed notes about the grading decisions directly to the paying customer. We believe that the owner of the card has the right to fully understand the reasons behind the grade assigned and to use that information as they see fit.

Additionally, we are introducing an "order tracking" feature. Although this feature is currently not automated, customers can request tracking information through their dashboard. Soon, this feature will be integrated into our website, as we recognize the importance of providing real-time updates on orders.

Our improved grading standards page is another significant innovation. With interactive filters, images, and dropdown menus, customers will have better tools to understand and evaluate their cards. This feature will continue to evolve, enhancing the clarity and usefulness of the grading information we provide.

We are also offering choices for the acrylic insert color surrounding the card in its encapsulation. Classic Clear will be available immediately, and Tuxedo Black will be offered in the coming weeks. Customers can select their preferred color for each individual card during the submission process.

For orders with multiple cards, whether a single submission of 1-9 cards or a bulk order of over 10 cards, our "Mix and Match" feature allows for flexibility without the need to create separate orders for different tiered pricing. In other words, you can put different declared values into one single order up to $50,000 order total. Anything over $50,000 we provide a more personalized service to ensure our customers trust.

One of my favorite innovations is our “Pro-Rated” pricing structure. Unlike other companies that charge the same rate regardless of the card's declared value, we use a flat-rate service percentage. This means you won't pay the same price for grading a $5,100 card as you would for a $10,000 card. Our flat service rate starts at a declared value of $500, and the same rate applies for every additional $100 in declared value. For detailed information on our pricing structure, please refer to the "Pro-Rated Pricing Tables" on our memberships and pricing page.

Our commitment to transparency and innovation is ongoing, and we are excited for our customers to experience these advancements firsthand.

Customer trust is crucial in this industry. What measures does DiamondGrade take to build and maintain trust with collectors and investors?

This is a crucial question for us. At the core of our approach is exceptional customer service. We aim to create a personalized experience for every customer interaction. When issues arise, our goal is to resolve them promptly and effectively. We acknowledge our mistakes openly, carefully consider customer feedback, and strive to provide multiple channels for customers to understand our services.

We recognize that effective processes are essential for a successful business. Often, companies start with strong processes but lose focus as they grow and become more corporate. We've observed this trend and made it a central element in the development of our business model.

Rewarding customer loyalty is also a key priority for us. We want to not only earn their trust but also reward it through innovative solutions and thoughtful engagement.

As a new player in this market, we are committed to continuous improvement and avoiding complacency. Our dedication to these principles will demonstrate our genuine care for the customers who drive our success.

We believe that our results will build the trust we seek to establish with our consumers.

How does DiamondGrade handle rare or unique cards? Are there special procedures or expertise involved in grading such high-value items?

We approach every card with the same level of responsibility and respect in our grading process. Our guiding principle is, “Every card is worth a million dollars.” Regardless of a card’s actual value, we treat each one with the utmost importance.

While the liabilities associated with a card may change once it is in our possession, we have implemented robust measures to protect both our business and, more importantly, our customers’ valuable possessions.

Our shipping fees include signature confirmation upon delivery, which is the industry standard. We also provide a shipping guidelines page to help safeguard the investment during transit.

For high-value items, we offer a more personalized approach. We work closely with customers to ensure that their card—or cards—arrive at their destination in the same condition as when they were processed. This involves detailed phone conversations and email communications, tailored to each customer’s preferences.

There is indeed a distinction between a $250,000 card and a $75 card. However, this difference does not affect how we handle the card through the grading process. Our commitment to careful handling is consistent across all cards, with the key difference lying in the personalized attention given to ensure that each card returns to its owner in pristine condition.

Our customers can have complete confidence in our processes, and the respect we show will be evident when they receive their items back from DiamondGrade.

The card grading industry has faced criticism over turnaround times and customer service, along with pricing. How is DiamondGrade addressing these common pain points?

DGC’s commitment to customer service is evident, and part of delivering excellent service involves maintaining the quality of what we offer. Our approach is distinctive because we utilize membership levels to influence pricing and turnaround times. Many other companies have avoided this model due to the complexity of integrating it into their websites. We’ve embraced this challenge, and believe that this approach provides a unique and enhanced experience for our customers.

Our membership options range from free to $12.99 per month, with an annual fee that offers an additional 35% savings. This flexibility allows us to offer a “Mix and Match” declared value on a single order, among other benefits.

While some competitors advertise a “no membership” approach, this often benefits the business more by allowing them greater freedom to make underlying changes. In contrast, our membership structure fosters a personal relationship with our customers and provides clear advantages.

Initially, some may be hesitant about the membership setup, but once they understand our “Pro-Rated” Pricing structure, they’ll see that the potential savings on their first order can cover the membership cost for an entire year.

Turnaround times are influenced by demand. Initially, DGC will often return products well ahead of scheduled turnaround times, though adjustments may be necessary as needed. We focus on exceptional processes to adapt proactively, managing schedules and executing processes efficiently.

I encourage those reading this interview to visit our website, explore our pricing structure, and compare it with that of industry leaders.

Can you share any plans for future growth or expansion for DiamondGrade? Are there new services or features on the horizon that customers can look forward to?

Absolutely. At the moment, we have several key initiatives underway. One major focus is expanding our capacity to grade a broader range of cards, including various sizes and thicknesses. To remain competitive, we recognize the need to enhance our capabilities, and we are diligently working towards this goal every day.

We also aim to diversify our grading services to include other industries, such as video games, movies, comic books, coins, and other collectibles. Our approach is rooted in a deep understanding of the collector's mindset.

One of our most exciting projects, currently in the design patent phase, is the development of a digital label slab. This innovative concept features a touchscreen label with multiple power supply options. While the power required is minimal, it will significantly enhance the experience, starting with high-end cards. The digital label could display lifetime stats (for retired players) and unique details related to the specific character or theme being graded.

The production cost of this digital label is lower than one might expect. We anticipate, when ready, we can bring this cool slab to market and offer it somewhere within our business model. Our goal is to offer it as either a free option for encapsulation or for a nominal fee. We hope to make digital labeled slabs accessible to everyone interested in enhancing their card or collection.

Additionally, I am personally advocating for the development of a more robust market trend tool to help our customers research card values. We are committed to continuously improving our card submission form and welcome customer feedback. In some cases, we may reach out for more detailed insights to further refine our services.

Finally, what advice would you give to collectors, whether they are new to the hobby or seasoned veterans, when it comes to choosing a grading service like DiamondGrade?

First and foremost, many of us collectors share a common passion, much like any group with similar interests. While some are in this for investment purposes, others are passionate about specific players, characters, teams, or themes and so on. When choosing a company to handle your precious collection, it’s crucial to focus on their commitment to serving you fairly and honestly. Pay attention to details such as pricing—ensure it makes sense—and look for an easy way to provide feedback, ask questions, or express concerns. Assess their willingness to address issues effectively.

Consider the aspects that frustrate you about your current grading service. Specifically, evaluate their consistency in grading items. In this industry, the grading process can involve many individuals—sometimes 50, 100, or even 200+ graders working simultaneously. Having worked in manufacturing, I understand that having many people performing the same task can lead to significant inconsistencies if proper processes are not in place. Poor processes can negatively impact quality, and many have experienced this firsthand.

Consider the “value” a company can add to your collection. Currently, the market for graded products appears to be declining, not due to the cards themselves, but because of the available products and services. At DiamondGrade, we are committed to maintaining high standards. For example, our grading specifications for a 10 are more stringent compared to many competitors. We also offer distinctive labels, such as the beautiful Red Label Ruby 9.75 and Emerald Green 9.5, which reflect the high standards we uphold and differentiate us in the market.

Lastly, before committing, don’t hesitate to send a comment or question to gauge their responsiveness. Test them out and conduct thorough research. In many cases, submitting a single card can provide valuable insights into what the company truly offers and the overall experience. Pay close attention to the fine details.

Sure the standard may have been set, but we’re dedicated to raising it.

OUR TAKE

We noticed DiamondGrade on X and instantly loved their approach to raising standards in the industry for transparency, pricing and grading accuracy. We reached out to them to see how we could help with their mission and ended up doing some mockup work for them. It’s easy to tell from communicating with him that owner Ted Vasholz is super-passionate about what he’s bringing to the table and really wants to give collectors white-glove service that goes above and beyond what the industry has become known for.

Cards are fun. Having cards graded has seemed to suck some of the fun out of the hobby as of late. It’s a painful, slow, expensive and confusing process that results in too many people receiving poor service and inaccurate grades. We’re hoping DiamondGrade can change all of that and give collectors a clear choice when deciding where to spend their hard-earned money for grading services.

SEE FOR YOURSELF

We’ve gotten a behind-the-scenes look at DGC’s products and process and we must say, they’re really cool. Having used PSA in the past, we were really impressed with the packaging DGC is using. It really adds a sense of quality and care to the whole experience, and their labels and boxes are super fun and unique. We’re already looking forward to getting our first grading order back and will share the results on our social media channels when we do.

Single slab packaging/storage sample from DiamondGrade Cards - closed.

Single slab packaging/storage sample from DiamondGrade Cards - open. The slab sits tightly in a foam mold.

Multi slab packaging/storage sample from DiamondGrade Cards. Each slab (up to 10 per box) has its own cushioned slot in a foam mold.

Tiered label samples from DiamondGrade Cards.

If you’re looking for a new grading service, check out DiamondGrade at diamondgradecards.com