| Diamond buying has gotten easier! Or has it? | | | | everyone should go through when considering |
| Many years ago buying some diamond jewelry | | | | buying some diamond jewelry from a local |
| was kind of simple. You know... if you wanted to | | | | jewelry store. You would want to consider a local |
| buy some diamond earrings, a diamond bracelet, | | | | jeweler who others have recommended, who has |
| or a diamond engagement ring, you would go | | | | experience, who is a Gemologist, who is located in |
| down to your favorite local diamond jewelry | | | | proper jewelry store, who will spend time with |
| store, you would sit down, and then you would | | | | you, and who will freely give you the information |
| choose your favorite piece of diamond jewelry | | | | that you will need to make an informed decision. |
| from your trusted family jewelry. Well some of | | | | This same type of criteria should also apply to |
| that scenario has changed a bit in the past 30 | | | | anything you encounter in the online world of |
| years and now it is up to you, the diamond | | | | diamonds. I am amazed by the amount of |
| jewelry shopper, to play a more active part in | | | | incorrect information about diamonds that exists |
| this process and so you will need to do your | | | | on the Internet. The people dispensing this |
| homework before you make your purchase. | | | | misinformation are saying that they can save you |
| The 4 basic elements that make up the pricing of | | | | 70% or $2,987.43 on your next diamond |
| diamonds are pretty straightforward. But like | | | | purchase and at the same time they are trying to |
| most things, once you get past the basics, the | | | | sell you their new e-book "The Diamond Secrets |
| information overload starts to become more than | | | | that jewelers don't want you to know!" for $97. |
| many consumers need to know. The first 3 | | | | Would you buy a diamond from somebody who |
| components of a diamond's pricing; Clarity, Color, | | | | has set up a tent at the corner next to the gas |
| and Carat Weight are pretty easy to understand. | | | | station? This is the same tent that just last week |
| The heavier the diamond (a greater Carat | | | | had big banners stating "Information On How To |
| weight), the more it will cost. The less "stuff" | | | | Save $$ on Cell Phones" but now those banners |
| inside of the diamond (a higher Clarity), the more | | | | say "Information On How To Save $$ on |
| it will cost. The more it looks like "ice" (a higher | | | | Diamonds!". If you enter the tent, they don't |
| Color, more colorless), the more it will cost. There | | | | bother telling you any reason why you should |
| are charts you can use for reference so it is kind | | | | believe anything that they have to say. There are |
| of easy to comprehend. | | | | probably some pretty pictures and some bright |
| The one "C" that gives you the most trouble. | | | | lights in there. If you can find their "About Us" |
| The "Cut" of a diamond is the biggest factor in | | | | button and you click on it... up pops "We are |
| how beautiful a diamond will be... meaning that if a | | | | committed to bringing you the best diamond |
| diamond is cut to exacting angles and proportions, | | | | buying information". OK, that's nice... but what |
| the diamond's potential beauty will be realized. It is | | | | does it mean? Who is "we"?, what experience |
| this one factor that can account for nearly 50% | | | | does "we" have in the jewelry business?, does |
| of a diamond's value! When it comes to the Cut | | | | "we" have any experience in actually buying and |
| of a diamond, there are many people who can | | | | selling diamonds, why should you believe a single |
| become confused as to what all those numbers | | | | word that "we" has to say?, and do you have |
| and terms mean. Over the years, diamond | | | | any reason to trust "we"? |
| cutters have been improving their methods and | | | | Don't stray too far off the path! |
| the quality of their finished product. There are a | | | | In the search for the right diamond or piece of |
| couple of things that have been driving these | | | | diamond jewelry it is always best not to be |
| improvements. The first would be the greater | | | | distracted by the siren's song of low prices. You |
| number of Gemologists that are working in the | | | | generally get what you pay for. Your local retail |
| jewelry business and they can quickly and | | | | diamond jewelry store might have higher diamond |
| accurately tell the difference between well cut | | | | prices (maybe they might be able to match online |
| and poorly cut diamonds. | | | | diamond prices!) but they also have diamonds that |
| The other big change has been the wide spread | | | | you can see before you buy, they might have a |
| use of diamond grading reports, which have | | | | good trade up program, they might offer a free |
| become a "must have" part of the diamond | | | | appraisal, they might offer free checkups / |
| transaction. Even with these changes in the | | | | cleanings, they might offer free ring sizings, they |
| diamond buying process, a diamond's Cut can still | | | | might offer lifetime damage or loss guarantees, |
| be a minefield of misinformation and confusion. | | | | and a diamond purchased from them could have |
| Just because a diamond has a grading report it | | | | the added cachet of being a piece of diamond |
| does not guarantee that the diamond will be | | | | jewelry from Tiffany verses a piece of diamond |
| beautiful. When considering a diamond that comes | | | | jewelry from |
| with a grading report, it is best if you only accept | | | | The online diamond retailers do offer an attractive |
| diamond grading reports that come from GIA, | | | | alternative to traditional diamond retail jewelry |
| AGSL, or GCAL. These diamond grading reports | | | | stores. Online diamond retailers do offer quality |
| do have a Cut grade that can be trusted and that | | | | diamonds at good prices along with being able to |
| can be used to compare with other diamonds. | | | | set the diamond into a basic mounting but it will |
| The topic of diamond grading reports can be | | | | require more work on your part along with |
| pretty involved and there are times that you can | | | | making a purchase of a product sight unseen. |
| depart from this general rule. | | | | Because this type of purchase will be a blind |
| What's a consumer to do? | | | | transaction... trust in your basic diamond |
| Information will be an important part of any | | | | knowledge along with trust in the company you |
| diamond buying process but there is also another | | | | are dealing with will be essential. |
| element that must not be overlooked. That | | | | Start and stick with the basics! The 4Cs and trust. |
| element? Trust. Just imagine the process | | | | |