One of the things we have discovered after serving the jewelry industry for many years through our dedicated diamond re-cut and repair service is that Princesses form a disproportionate percentage of repairs. It is also the most abused and butchered of all diamond shapes. Over the years I have seen it all. Out of center culets, misaligned girdles, no girdles, Great Wall of China girdles, steep and flat facet groups and diamonds proportionately compromised with weights that they had no right to. But that is not all.
Some years back my company received a ‘natural fancy yellow’ diamond which was a poorly cut cushion shape (to say the least). The request from our customer was that we re-cut this into a properly proportioned cushion. The copy of the grading report stated that it was a natural fancy yellow. I called our customer and informed him that the diamond does not have the body color of a fancy yellow. Before I agreed to start the work, the calls went back and forth, and with my last call I sounded the warning; 'this is an M color.' He replied; 'cut the diamond, I will fight them on the color; they have to honor their former report!'
There are a plethora of images on websites, and printed material to show the evils of flat or steep diamonds, but are they a correct rendering of what really happens to light in a diamond? Let us put them to the test.
In the past two weeks we’ve discussed how sales people deal with customers, especially those who think they know “exactly what they want,” and we’ve explained why the wrong approach by a sales person can result in losing a customer rather than making the sale. Here, we will explain an alternative approach that would be more likely to result in a sale, and a “relationship” that will result in future purchases from you by this customer.
Last week we discussed how important diamond grading reports have become in terms of diamond sales, and how customers today often come in with a specific set of criteria, dictating to you – the salesperson – “exactly what they want.” Today, we will begin a discussion of how to take control of such a situation and show the customer not only what he wants, but possibly something that is an even wiser choice.
Many of you may be shaking your heads in agreement, yearning for the “good old days” when people bought diamonds just because they were pretty. I understand that nostalgic attitude, but I also remember how much misrepresentation – both unintentional and deliberate – occurred, and the numerous tricks by which the unscrupulous would not only make the sale, but also build a reputation as “the best place” to get a “bargain”…at the expense of honest, knowledgeable jewelers!
In this three part series it will become clear that being an honest, knowledgeable jeweler is the best way to make a sale, but it's how that knowledge is used which can make all the difference.
What is it about diamonds that has continuously fascinated and intrigued those who buy them? From their early discovery in India in the 4th century BC, diamonds have been a source of myth, legend, and folklore. Through time, diamonds have continued to hold great allure and romanticism everywhere in the world. The intrinsic magic of a diamond can be used as a unique selling tool for all diamond jewelry retailers.
When a person looking to buy diamond jewelry turns to a smaller diamond retailer instead of a department store or mall chain for their purchases, it’s usually because they are seeking a certain level of security and reliability that they hope to obtain from the expertise of that person or store.
Topics: How to Grow Your Diamond Jewelry Store, About Diamonds, Diamond Awareness, Diamond Buyer, Diamond Certification, 4Cs, diamond weight, Diamond Color, increase jewelry store sales, Diamond Seller
In the diamond business, tradition can be hard to ignore. With such a complex and defined supply chain, many believe that there is no way to adjust existing buying, selling and distribution models to include a digital element. While more of the world’s economy has already moved online, the diamond industry cannot afford to get left behind.
Topics: How to Grow Your Diamond Jewelry Store, Online Diamond Trading, Diamond Pricing, How to Increase Your Diamond Supplier Base, About Diamonds, Diamond Industry, Diamond Supplier, Diamond Buyer, Technology and Diamond Trading, Diamond Market, Diamond Seller
We get by with a little help from our friends. Yes, that’s a line from a famous Beatles song, but it’s also the mantra for those in the diamond business looking for knowledge, inspiration and connections. And where’s the best place to find “friends” in your business? The answer shouldn’t surprise you – a diamond market community powered by data.
Topics: Online Diamond Trading, Diamond Pricing, How to Increase Your Diamond Supplier Base, About Diamonds, Diamond Industry, Diamond Supplier, Diamond Buyer, Technology and Diamond Trading, Diamond Market, Diamond Seller, Online Diamond Trading Network