On the evening of May 13, 2019, the unimaginable happened. Firefighters were dispatched to Diamond Ridge Pawn, located at 6894 W Gulf to Lake Hwy, Crystal River, FL 34429, in response to a devastating fire that threatened to erase years of hard work and dedication. The scene was chaotic—smoke poured from every side of the building, and flames shot through the roof, engulfing the shop’s inventory, tools, and vital supplies needed to keep the business running.
A Day Like Any Other
That day had started like any other. The shop closed at 5:30 p.m., and James Bailey, Partner and Jeweler, and Chris Pace, Partner and Floor Manager, lingered in the parking lot, chatting for about 15 minutes. James left to pick up his children, planning to return to finish some paperwork. But when he pulled back into the lot, he was met with flashing lights, four firefighting teams battling an inferno, and his shop—a labor of love—in crisis.
Ali Bailey, Owner and Business Manager, learned of the fire through a friend who called after seeing the fire trucks. Ali arrived before James, and the sight that awaited her was heart-wrenching. Smoke billowed, flames surged, and everything they had poured their lives into was at risk. In shock, she was guided to a safe spot across the street, supported by her mother’s voice over the phone as she watched her world unravel.
A Dream Turned Nightmare
James and Ali Bailey had built Diamond Ridge Pawn from the ground up with a dream of creating a better future for their family and contributing positively to their community. They had invested every dollar they had—and even taken out loans—to buy and improve the shop. Their hard work had not gone unnoticed. In fact, they had just been named Citrus County’s 2019 Best of the Best Pawn Shop in the Citrus County Chronicle’s Readers Choice Awards, a recognition so fresh that the contest staff had recently dropped off the signage for their store window. Tragically, that symbol of their achievement melted in the fire.
The flames were extinguished by 6:47 p.m., but the damage had already been done. The shop’s inventory was ruined, and essential tools were destroyed. It was an emotional and financial blow to James, Ali, and their team. Chris Pace, a dedicated partner and key member of the staff, was deeply impacted as well. Married with two children, Chris had been kept on as a staff member after James and Ali took over the shop. They quickly recognized his loyalty and value, eventually naming him a partner. He was the face customers knew and trusted when they came through the doors.
Rebuilding from the Ashes
In the year and a half leading up to the fire, James, Ali, and Chris had worked tirelessly to breathe new life into the business. They focused on relationship-building with the local community, modernizing their business model, and enriching the customer experience. Despite a tight budget, they were committed to providing quality service and treating their staff and clients like family.
The fire threatened to undo everything they had worked so hard to achieve. But instead of succumbing to despair, the team rallied. Support poured in from friends, family, and the community, lifting their spirits during this dark time. James, Ali, and Chris remain deeply grateful for the kind words, donations, and acts of support.
A Phoenix Rising
True to the spirit of the phoenix—the mythical bird that regenerates and is reborn from its ashes—Diamond Ridge Pawn is on its way to a powerful comeback. Progress has been steady: the floors are completed, the walls are up, and the drywall is being finished. The team hopes to reopen by October, welcoming their loyal customers and community back into a space that has been rebuilt with resilience, hard work, and an undying commitment to serving their patrons.
Even now, Diamond Ridge Pawn is holding a fire sale, giving the community an opportunity to support their recovery while scoring great deals. James, Ali, and Chris are ready to move forward, stronger than ever.
Come by and witness the rebirth of Diamond Ridge Pawn—the shop that rose from the ashes, driven by a dream and anchored by community support. Your continued encouragement means the world to them and is the fuel behind their resurgence.