When will people ever learn? They wander around the store and finally
ask me for the Price of a Diamond in the Jewelry Showcase. I tell them. Then they say that they saw the same ring down the street at so-and-so Jewelers for
half the price!Rip Off!
They look at me like I'm trying to rip them off. So I ask them a couple of simple questions: "Do you know what the Clarity of the Competitor's Diamond is?"
The customer says "No".
"Do you know what the Color is?" Again the customer says "No".
"Do you know if it's properly proportioned and cut well?" "No!"
"Do you know if the Diamond is Certified?" "No!"
Come on people, how are you supposed to compare Diamonds to Diamonds when you don't know any of this must-get information? If all you get is Carat-Weight and Price, then you're about to make some really bad decisions and more than likely get ripped off for real!
How to Compare
To compare Diamonds to Diamonds and Diamond prices, you really need to know all of the facts. You can't blindly pick one or two of the 4 C's and think that all Diamonds should be in the same pricing category! All 1.00 Carat Diamonds do not cost the same. Just like a basic KIA verses a fully loaded BMW! They're not the same. So much more affects the price than just Carat Weight. You have to get the exact Clarity, Color and Cut. You really need to know if it's Certified and WHO Certifies it! (That's a big difference. G.I.A. is the best, but usually costs more!)
You should know if the Diamond you're looking at is a shallow or deep cut Diamond. Whether it has extra facets on it. Does the Diamond have Florescence? What about the Table and Crown Percentages, Angles and even the thickness of the Diamond Girdle? There's so much more that adds to the price. Simply comparing one piece of the puzzle does nothing but confuse you.
So how do you really compare Diamonds to Diamonds? Read on...
