| Retail Jewelry Stores A common belief is that all | | | | Otherwise they may lose interest in the sale and |
| jewelers are out to get you and that you're going | | | | say "No Thanks!". Be honest and fair with them |
| to pay too much for a diamond or engagement | | | | and you may be surprised at how helpful they |
| ring. This is true for all industries and businesses, | | | | can be. Internet Jewelers |
| not just the jewelry industry. There are good | | | | Ok I know you have been waiting for this, so |
| businesses and there are not so good businesses. | | | | here it is… Yes you can buy a diamond |
| There's always a chance to pay more than you | | | | for less on the Internet! You'll also save the sales |
| have to when buying a car, electronics, jewelry, | | | | tax. But you need to know that not all Internet |
| or whatever. The key is to do your homework | | | | jewelers are created equal and you really need to |
| and find a jewelry store that you know is | | | | become familiar with whom you are dealing with. |
| creditable; sometimes a referral from a friend is | | | | Lets start with some important issues. First, you |
| the best place to start. Now it's true that most | | | | should know that most Internet jewelers don't |
| jewelry store prices will start off listing higher than | | | | own their own diamond inventories. What they do |
| many of the on-line businesses, but you have to | | | | is create computerized lists from diamond |
| consider all things. Who will size your ring when it | | | | wholesalers and suppliers from around the country |
| needs to be done? How much will it cost when | | | | and place these lists on their websites. Now the |
| you have it done? How long will you be without | | | | problem with this is that these Internet jewelers |
| your ring? There is a huge amount of | | | | have never seen the diamonds that they sell so |
| convenience when buying local because many | | | | they don't know what they are giving you. If you |
| jewelers do all their work in-house. This means no | | | | see a diamond listed on their site and ask them to |
| waiting and sometimes you can actually have | | | | describe it to you they have to call the supplier |
| your ring sized or altered on the spot. Imagine | | | | who owns the diamond and have them describe it |
| proposing to your girlfriend and then telling her she | | | | to them first so they can describe it to you. |
| has to wait 2-3 weeks before wearing it because | | | | That's fine as long as you are aware of the |
| it has to be shipped back to the on-line jeweler | | | | process. Now, there are Internet jewelers who do |
| for sizing! | | | | own their inventories and actually hand select the |
| Other benefits are the warranties that come | | | | diamonds that go on their website. |
| along with the purchase from a local jeweler. I | | | | The benefit is that these Internet jewelers have |
| had a customer come to our retail showroom not | | | | the ability to weed out problem stones because |
| too long ago with a ring he bought from Bluenile. | | | | they get to see the diamonds before they buy |
| He brought his fiancé in to be fit for the ring | | | | them for resale. Allow me to give you an |
| and we sized the ring for $75.00. 2 weeks later | | | | example of a problem diamond, take an SI1 |
| she came back and said that she chose to have | | | | diamond for instance. By definition, an SI1 diamond |
| the ring sized too small and needed to be sized | | | | should not have imperfections that can be seen |
| again. Another $75.00! Now they're up to $150 in | | | | to the naked eye. However, I've seen GIA |
| additional fees and they've only owned ring 2 | | | | certified SI1 diamonds with imperfections that |
| weeks. Imagine the expenses you'll accumulate | | | | were plain as day when viewing the diamond to |
| over the lifetime of the ring! Another issue is the | | | | the naked eye. How does the Internet jeweler |
| replacement of missing diamonds; today's | | | | that's selling computerized lists of diamonds know |
| engagement ring styles are very complicated and | | | | what kind of SI1 he/she is selling? They don't! |
| can be set with intricate diamond combinations. | | | | That's why its important to choose an Internet |
| These tiny diamond accents are prone to falling | | | | jeweler who owns their inventory and hand picks |
| out. When you need to have a small diamond | | | | each diamond personally. The benefit is that you |
| accent replaced you could pay $75.00 to $150.00 | | | | can call them and ask them to describe the |
| in repair costs. Do you see the repair costs adding | | | | diamond to you to be sure that it's not a problem |
| up? Most local jewelers value your business; in | | | | diamond. When wholesalers have problem |
| effort to keep you happy they'll take care of any | | | | diamonds that retail jewelers and Internet |
| costs associated with the upkeep of your ring. If | | | | jewelers (that own their inventories) won't buy, |
| you think I'm being one sided don't worry, I have | | | | they list them on Internet websites because |
| a lot of positive things to share with you about | | | | there's nobody to verify the problem. |
| buying on-line also. | | | | In the end you suffer because you unknowingly |
| One of the other benefits of shopping locally is | | | | buy the problem diamond. What's the solution? |
| the ability to see and examine the diamonds | | | | Work with an Internet jeweler that can hold the |
| before buying. A big misconception is that all | | | | diamond in their hand and inspect it for you. Or |
| diamonds are graded exactly the same way and | | | | work with a smaller yet trustworthy Internet |
| that an SI2 on-line is the same as an SI2 in a | | | | jeweler who has a pulse on all the suppliers that |
| store. Truth is that every diamond is uniquely | | | | they work with so they can verify the validity of |
| different and some diamonds are better than | | | | the diamond grade. The larger Internet jewelers |
| others even if the grades are identical. There are | | | | like Bluenile undoubtedly have a harder time |
| good VS2's and there are bad VS2's how do you | | | | weeding out the problem diamonds because they |
| know which one you have? I'm assuming of | | | | sell so many diamonds from these published |
| course that you know what a VS2 is, if you don't | | | | virtual lists. You're diamond purchase is just |
| you can visit The Real Scoop on Buying Diamonds | | | | another number to them while the smaller |
| and I'll be happy to explain it further to you. You | | | | Internet jewelers can spend more time with you |
| really need to see the diamond first hand and look | | | | on the phone answering your questions and |
| at it under a microscope to be able to compare | | | | sorting through their diamonds. Another benefit to |
| one to the next. You can have two diamonds | | | | shopping online is the lack of pushy salespeople to |
| graded exactly the same but one may be poorer | | | | deal with. As with many retail environments you'll |
| a version of the same clarity grade because it | | | | occasionally run in to the hard-core salesperson at |
| was graded by two different people with | | | | local jewelry stores. If you're the type of person |
| different opinions. This of course greatly affects | | | | who likes to move at his/her own pace and |
| the value of the diamond and you're not aware of | | | | doesn't like to be pressured then the Internet |
| it unless you see them first hand. Shopping locally | | | | jeweler is a great option. If you find an |
| empowers you by allowing you to compare one | | | | informative site you'll have the time to gather |
| diamond to next in real life situations. Now if you | | | | information about diamonds at your own pace |
| say "That's all well and good but I still want the | | | | without the pressure of having to make a quick |
| best deal I can get" and the bottom line price is | | | | decision. You'll also cover a lot of ground very |
| still you're biggest concern then simply be honest | | | | quickly because you can compare thousands of |
| with the people you're shopping with. Truth be | | | | diamond prices with the click of a mouse. |
| known, most jewelers are flexible in their pricing. | | | | Shopping locally can be a long laborious process |
| You just have to communicate your needs with | | | | while spending hours at each location before going |
| them properly so they know where you stand. | | | | on to the next store. |
| They don't read minds and if you want the best | | | | If you choose to buy your diamond online require |
| deal you can get for a diamond then say that to | | | | several things from your Internet jeweler. First is |
| them. You can't get what you don't ask for and | | | | a no-frills return policy, the standard for an |
| nobody is going to volunteer this unless you ask | | | | established and creditable Internet jeweler is 30 |
| for it. If you tell the local jeweler that you have | | | | days. Next is gemological certification, this is |
| been shopping on-line and you want them to | | | | important because you want to be assured that |
| match the price, they'll probably do it. | | | | the diamond is graded as fairly as possible. I would |
| The best strategy is to bring the Internet listing | | | | only choose the Internet jewelers that display the |
| from the website that you are shopping with and | | | | BBB-Online Seal. The Better Business Bureau is a |
| give it to the jeweler. Ask them to show you a | | | | great consumer advocacy group and won't allow |
| diamond of the same size, clarity and color, this | | | | any website to display the seal unless their |
| way you are comparing apples to apples. In some | | | | identity has been verified. They'll also remove the |
| cases they'll match the price and you'll get the | | | | seal if the Internet site is abusing the use of the |
| best of all worlds including warranties, service, | | | | seal or is using unfair business practices. In the |
| price and convenience. There are no magical | | | | end you'll have to decide what's more important, |
| formulas or pixie dust that allows one on-line | | | | price or guarantees. Some people would never |
| jeweler or retail jeweler the ability to buy a | | | | buy a diamond from an Internet jeweler and |
| diamond for less than their competitors. Retailers | | | | some hate shopping locally. There are no secrets |
| and on-line jewelers pay the same amount for a | | | | or shortcuts but you have to take the time to |
| diamonds and the going rate is the going rate. So | | | | understand that there are pros and cons to both |
| your local jeweler has the ability to sell the | | | | options. Nobody can say what's best for you and |
| diamond at the same price as the Internet | | | | your fiancé but you. |
| jeweler, you just have to give him reason to. The | | | | Good Luck Shopping and feel free to contact me |
| best advice I can give you is "Don't make them | | | | for any information about diamonds or diamond |
| jump through hoops"; if they're going to give you | | | | engagement rings! |
| a great deal don't make them work hard for it. | | | | Andy Moquin President - Andrews Jewelers Inc. |