People will come in to the Jewelry store to shop around. They'll point at a Diamond Ring in the showcase and ask what the price is. And before they even look at it, they'll hear your
$4000 price and bolt out the door. They don't care to discuss quality, carat weight, color or cut. The customer says
"Oh they had that same ring down the street for $800! What a rip off!"Ha, what a joke! There are so many people like this out there. All they see is sticker price. Nothing else! They are oblivious to quality. To them all Diamonds are the same and it doesn't matter what it looks like under a scope. If it looks the same, it is the same! Period! End of discussion!
These people are hard to educate. These are also the type of people that will always settle for low quality because that's all they shop for. Plus that's all they can afford if price is the only obstacle! They think they know it all, and rolling their eyes just makes them look ignorant.
Trust me, if one place is selling a Diamond Ring for $4000 and another Jeweler is selling a ring for $800, they're not the same ring!
Jewelers are not dumb. They know what the price is for Diamonds. They also know who their competition is and what the competitor is selling.. and for what price. Most Jewelers stick to a pricing guide for Diamonds called "Rappaport". It's like a blue-book for Diamonds. Diamond prices are determined upon the 4C's! Cut, Color, Clarity and Carat Weight.
Jewelers don't price Diamonds on "looks". So if you truly are comparing 2 rings that have the same characteristics, you'll see that the prices are much closer together than you'd imagine.
So what will be the difference in price between Jewelers? Read on...
