High-Tech Support, High-Touch Service: Di-No Computers

Students taking advantage of one of Di-No’s free weekly training classes for budding Mac users. - Courtesy photo
Students taking advantage of one of Di-No’s free weekly training classes for budding Mac users. – Courtesy photo


By Emily G. Peters

For those who dread a visit to the Genius Bar, there’s a welcome alternative for your Apple needs – and it’s been around nearly 40 years.

Pasadena’s Di-No Computers has been answering the prayers of afflicted computer-owners since 1978. Despite what its name suggests, Di-No has nothing to do with the extinct species and everything to do with family, with its founder Sal Cordaro naming the business after his daughters, Diane and Noreen. Cordaro, a skilled musician, was known for his performances at local venues, and even produced no less than six albums featuring his mastery of the Hammond organ. But in the late seventies, it was his love of sharing technology that ultimately led him to establish Di-No Computers.

Though Cordaro passed away in 2012, his daughter Diane remains at the helm as president, alongside her husband and vice-president/COO, Larry Moon. Di-No is unique in that it was the first authorized Apple retailer in the area, sparking a legacy of excellence that has become its hallmark as a technical retailer and support center. “We recently achieved Apple’s Premium Service Provider status for the 10th year in a row,” said Larry Moon, who managed Porsche Audi dealerships for 20 years before joining Di-No in 1990. “We are also an Apple Premier Partner, which is the highest level an independent reseller can hold.”

As a retailer and service provider, the shop offers the latest Apple products and accessories, as well as expert computer consulting, network configuration and design, Internet set-up, data recovery, system configuration and—to the relief of many—technical support and repair for computers that have suffered the agonizing damage of drops, crashes, surges and spills.
Less hectic and warmer than your typical Apple retail experience, Di-No’s walls feature a mosaic of celebrity headshots, each with a special message of thanks made out to the crew at Di-No. Clients can drop in to receive assistance, or choose to set up a staff appointment to review their needs. Di-No staff, which includes Apple-certified technicians, not only undergo regular training and assessment but also offer ongoing training to the community. Their weekly educational classes take the guesswork out of operating Apple computers, introducing users to the Mac interface, apps, and programs with step-by-step instruction on how to get the most out of their devices. These small-group sessions are not only open to any experience level but are completely free to attend, held at the Di-No storefront on Tuesday afternoons.
Unsurprisingly, it’s this relaxed, user-friendly, family atmosphere that has helped Di-No become a technological fixture in the community for so many years. “We provide a low-stress and fun atmosphere for our clients,” said Moon. “We strive towards superior sales and service assistance, and want each customer to have a positive experience.” And given its long history, it looks like Di-No delivers on that goal – making this shop a welcome haven for anyone in need of a little computing magic.
Di-No Computers is located at 2817 East Foothill Blvd. in Pasadena. Get the scoop on their services, products and classes at www.di-no.com or call (626) 795-6674 and follow them via Facebook, Instagram, their Tumblr blog and Twitter @DiNoComputers.


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