On the right is Michael Tarin, President, with his son, Garrett Tarin, Vice President, charting out a new system that uses technology based on a wireless GSM (Global Satellite Mobile) device that links to an alarm panel.

Elda Adame, Diamond Communications, Inc.’s Dispatch Supervisor, checks monitors and follows up with customers and law enforcement on any alerts signaled through the company’s Central Station.

When you help people protect their lives and possessions, you need to stay up to date on the latest technology involved, stay vigilant about tactics of the rogues who threaten your customers’ safety, and know the best way to deal with natural elements that can also cause harm.

That’s what Michael Tarin does as President of Diamond Communications, Inc. in Madera, California, a company that provides security/fire solutions and communications for homes, businesses and municipalities in the Central Valley area and throughout Northern California.

Achieving this balance of elements takes expertise and reliability. “You need quick response to calls, a wide range of products to keep meeting your customers’ needs, and a high level of integrity,” says Michael. “We’re a security/fire and communications company, so our staff understands the importance of what we do. Yes, they can guide people through the maze of technology, but the best value to customers is the reliability of our support service.”

Diamond Communications has a 50-year history of caring for the safety and security of people’s homes, as well as businesses, industrial and government sites. Its customers are 30 percent residential and 70 percent commercial and municipal, which includes schools, and fire and police departments. Residential locations include single-family homes, multifamily buildings and senior care facilities. All of its customers’ services come together in its computer-linked Central Station that monitors all of its burglar, fire and surveillance systems on a 24/7 basis.

Monitoring Codes and Technology

To offer the best in this type of protection, the company carefully follows improvements in technology and codes. The partnerships it has with suppliers allows Diamond to offer a wide range of the latest products. In addition, UL (Underwriters Laboratories) regulates and routinely reviews Diamond’s Central Station to make certain it meets UL’s stringent requirements.

“We stay on top of trends and advances in technology so we can offer the best solutions to our customers. For example, as the trend increases for people to give up their landlines, we’re installing more systems based on a wireless GSM (Global Satellite Mobile) device that links to an alarm panel. There are no wires that could be cut by would-be thieves. Plus, the system has faster signal speed for quicker response,” says Michael. “The GSM is also used to monitor security on construction sites. We simply install the wireless device to integrate with the project management system, so it’s one complete package for contractors.”

“As technology has improved through the years, we pride ourselves in evolving from the $199 specials our competitors use, to offering the newest technology that assists law enforcement with state-of-the art camera systems tied into security systems. Our color and high-definition systems have assisted various police departments in catching thieves,” Michael adds.

Longevity of Awareness

Diamond Communications started from its founder being alert to people’s needs. In the 1960s, Michael’s older brother, Sam, was providing services to grocers in Central Valley. He worked full time servicing scales in the stores and had a part-time cleaning service he called Diamond Finished Floors. The name came from Sam’s sales pitch to grocers that he could make their floors shine with a diamond finish. He also became aware that many grocery stores and the homes of the owners in remote areas were being burglarized. Sam understood electronics from his training with the scale company, so he decided to start a burglar alarm service.

From its small start in the country, the business expanded its residential market and became Diamond Enterprises. In 1972, Michael started working with Sam. In 1981, the company was officially incorporated as Diamond Communications, Inc. From its start with residential and small commercial customers, it expanded into larger commercial work, such as hotels, and tapped into the municipal market that included fire and police departments.

Throughout its history, the company has focused on offering the best security options. “We’re here to protect people and property, and our staff is on guard and alert to do that. Our employees want to help the people and the community. We all get very excited when we can hold back vandalism or catch thieves,” says Michael. “We’ve been in business for 50 years, so our reputation is very strong, and that longevity is a benefit. When people hear about us and invite us in, they’re looking to us for solutions.”

Even during downturns in the national economy, the security business stayed strong. “There has always been a constant need for our services. The recession hurt individuals, so some customers struggled to pay us. But we negotiated with them to help them and help us,” says Michael. “We survived the ups and downs, but the fact that we’re involved in new technology has helped us. We also benefited from new laws in California that strengthened fire codes and increased the need for fire alarm services.”

“We’re a security/fire and communications company, so our staff understands the importance of what we do. Yes, they can guide people through the maze of technology, but the best value to customers is the reliability of our support service.” Michael Tarin, President,
Diamond Communications, Inc.

Diversifying to Stay Competitive

Adding new products to the mix and expanding distribution were keys to growing the business. Another aspect was acquisition. In 2009, Michael bought a small answering service company, which added to Diamond Communications’ capabilities. Its customers range from towing companies, doctors, businesses, municipalities, and even the 311 phone line for the city of Madera.

Diamond’s core has been security/fire alarm systems sales and monitoring. Its positive reputation in these fields has opened opportunities for work from the construction market. “We’ve gained a reputation as the company that brings everyone up to date and fixes their problems. When we say we’ll do something, we follow through. Our business is about trust,” adds Michael.

Caring About People

While technology and security/fire alarm systems seem primary to the company’s service, the focus is always on the people they serve. For example, the company suggests that families create a “sleepover checklist.”

“A checklist can help parents and caregivers evaluate the safety of an environment. Depending on what they learn, it can either uncover serious fire dangers or give them peace of mind during a family member’s overnight stay,” says Michael, adding, “We all have children. It’s important to know where they are while being aware of all the activities happening around the nation. We applied the idea beyond our families to our customer base.”

Diamond Communications also cares about its community. The company is involved in the Madera Chamber of Commerce and its Business Watch Program, and various volunteer efforts for first responders. Michael also is President of the Mid-Cal chapter of the California Alarm Association. “We promote our industry through this association and help with charitable events that benefit local police and fire departments,” notes Michael. Recently, the company also provided event and financial support to charities aimed at preventing human trafficking.

The team also helped the Fresno Police Department after vandals cut holes in the tires of vehicles at one of its substations, which disabled the department. Diamond and several other companies in the association donated equipment, labor and materials to install surveillance systems for the police department.

The Next 50 Years

From its modest beginnings 50 years ago, the Tarin family business is still strong and training the next generation on how to protect families and their possessions. “This company is going forward for another 50 years by being sensitive to our customers’ needs, whether it’s a senior adult living alone, workers and visitors in high-rise hotels, or first responders. No matter who we’re serving, it’s Diamond’s high quality that outshines others,” says Michael.