Paisley Road

Manchester, NH
Bridging the gap between costume and fine jewelry in the world of mall-based retail.

One day, owner, Randy Dirth decided he wanted to bridge the gap that defines both costume and fine jewelry.

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The Paisley Road team set about trying to create a company that would target this niche, and hopefully be built to “scale,” at least by retail standards.

This meant, among other things, working on brand development, merchandise presentation, “fitment”, store fixture development, and yes, product development. Paisley Road prides itself in its growing line-up of exclusive and unique items.

This is due to the fact that for a tiny company they spend a disproportionate amount of energy on product development. “We’re certainly not close to being “there” yet, but we generally like where we’re headed,“ mentioned Dirth.

“Today we have a retail presence only in the lovely state of New Hampshire, which is a nice place to live but certainly a tertiary market.

We will, in time, move into secondary and primary markets, but in the interim have set about trying to leverage our product development efforts by launching first one and soon two wholesale business units. The role of these is to gain broader distribution for the product categories we have pulled together and to hopefully generate brand awareness in other markets as well as drive additional revenue. Thats’s basically our story.“ explained Dirth. “Being ambitious people, we believe it to be far from finished."

Dirth has spent considerable time in corporate environments that were based on a “client-server” dynamic, and has had more than his fill of helping to manage IT conversions, mergers, integrations and the like. These are generally painful, time consuming, expensive and not very satisfying endeavors. He has also spent time running a “dot com,” (back when they were called “dot coms”) and learned straight away the benefits of elegance in software or OS design. Therefore, there was no question that PR would use a web-based OS for PR, and Lightspeed Retail distinguished itself straight away.
“Lightspeed Retail product support were just great to speak and work with as we started up,“ proclaimed Dirth. “They were straightforward, personable, helpful and just very good at what they do. After discussing with them some questions regarding the potential use of Lightspeed Retail with our stores, everything became even clearer, by which we mean we knew they would meet our OS needs indefinitely. My level of confidence in Lightspeed is, and has always been, rock solid.

“Lightspeed Retail product support were just great to speak and work with as we started up,“ proclaimed Dirth. “They were straightforward, personable, helpful and just very good at what they do. After discussing with them some questions regarding the potential use of Lightspeed Retail with our stores, everything became even clearer, by which we mean we knew they would meet our OS needs indefinitely. My level of confidence in Lightspeed is, and has always been, rock solid."


He became convinced of this as a viable business opportunity when helping run Birks in Canada. Birks is accurately described as the Tiffany & Co. of Canada. Dirth noticed that Birks was having as much success in this category as Tiffany seemed to be, or at least nearly so.

“We wanted to build a company where we all enjoyed going to work with a contemporary brand presence, and build an environment where our customers could “feel” the difference. A retail space that is good to its people, its suppliers, and its communities.“ explained Dirth.

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