SHOPPING FOR DIAMONDS BY PHONE SUCKS!

You know who you are!

You call up a jewelry store looking for the price of a 1 carat certified diamond, SI1 clarity, G color (on sale here for $5,600).

We give you the price.

You thank us. Hang up.

And we never Hear from you again.

Why is this?

3 reasons:

1. Because you’re mainly shopping for price
2. You don’t care what the diamond looks like
3. You don’t care who certified it.

It’s True!

So let’s tackle them one at a time…

1) Because you’re mainly shopping for price:

If all you care about is finding the cheapest price possible, then you’re not going to be happy with the results (like here are some 1 carat, SI1, G diamonds for $4,300). Comparing the two, there’s a big visual difference.

Usually, if you compare apples to apples, most of the diamonds are going to be similar priced. Generally within 10% of each other. Competition is stiff and the differences are usually warranties, policies and service. Most jewelers are pretty consistent in their pricing structures.

Which means, if you do find a jeweler that undercuts everyone else, then there’s usually a very good reason for this… Unless they’re online. Online, like James Allen and Blue Nile, places that have no overhead like a normal jewelry store. Meaning, the diamonds are cheaper. Prices of diamonds are what they are. And if one place is selling them for half-off, then beware.

Proceed with caution.

Jumping at these discounted diamonds could get you taken. Half-off generally means there is something wrong with the diamond. And that something is normally the cut (and also the difference in diamonds above).

Cheap diamond cheap cut.

If you want a cheap diamond, you’re going to get a cheap diamond. Inferior cuts of diamond will drop the price big time. And this generally works, because people are never much concerned with the cut. And that’s a sad thing.

If you’re only shopping for price over the phone, then you’re not going to get very much info about the actual diamond. Plus, you could be talking to the office clerk who knows very little about diamonds.

How much facts are you going to get?

And even if you do talk to the salesperson, Guess what? Salespeople don’t like to sell over the phone.

It’s difficult to get rapport going. You can’t get into any real sales pitch. You can’t discuss diamonds in depth. You can’t justify the price of the stone easily without viewing it. Plus, people on the phone are always in such a hurry. There are too many distractions… the other line is ringing, the dog is barking, the baby is crying…

It’s crazy.

Shopping by phone is a waste.

You’re not going to get the attention needed or desired to properly make a good buying decision.

If all you want to do is relax on the sofa and shop by price, then good luck.

I could sell you a stone for thousands less if that’s what you want (as shown above). But you know what? You’re not going to like the diamond much (unless you select a higher quality of diamond, like the first SI1, G diamond here).

And that’s because you haven’t seen the stone.

Which brings us to number 2.

2) You don’t care what the diamond looks like:

When all you care about is that a diamond must be SI1, G (in this example), then you’re pretty much saying “I don’t care about anything else, just SI1, G.”

You don’t care if the stone is shallow or deep (losing light). You don’t care if the stone has fluorescence or looks foggy. You don’t care if the diamond has brilliance or sparkle or fire (all SI1, G diamonds do not look the same).

You don’t care if the diamond has a thick girdle, large culet, poor symmetry, or extra facets. Naturals (trigons), cavities, chips, clouds… You’re pretty much saying none of these things matter.

SI1, G with the cheapest price please!

That’s all you want.

If the diamond looks like crap, so be it. Who cares, right? You saved time, saved money and effort. What more could you ask for?

I’ll tell you what…

Certification.

Which brings us to our number 3…

3) You don’t care who certified it:

Just because you’re comparing “certified diamonds” to “certified diamonds” doesn’t mean squat.

What truly matters is “who certified it?” There really is a difference.

I always recommend my customers to buy GIA certified diamonds above all else.

GIA (The Gemological Institute of America) are the leaders in the jewelry industry. They devised the 4C’s and the grading systems that are in place today. They wrote the book on cut, color, clarity and carat weight.

GIA set the standards.

GIA is the most respected and most highly recommended independent diamond appraiser in the USA. This is why I admire GIA. This is why I push them. They are the best in the industry. No doubt about it.

If you compare any other certified diamonds (certified by companies OTHER than GIA, like IGI or EGL) then you’re not comparing the same quality of diamonds. Meaning an SI1 could really be an SI2. Or an SI2 could be an SI3 or even an I1 clarity stone.

You just don’t know if you don’t buy the most accurate and strict certificate there is; GIA.

So This is What I Recommend:

Call around. Find out what jewelers have what diamonds. (Don’t worry about Price YET!) Find out who has Similar Qualities (Color and Clarity) to the one you’re Interested in and make a note to see them.

Keep in mind that every Diamond is Different. An SI1, G diamond could look better than a VS2, F. Really it could. You just have to see them to compare them.

This is why shopping over the phone is such a bad idea. You can’t see the diamonds. You can’t compare them. You don’t know how the diamond is cut. Diamonds must be looked at visually and scoped (with a microscope or a 10x jeweler’s loupe) to be truly appreciated.

When you go to the local jewelry store, take a notepad with you (or use my handy free diamond buying checklist). Jot down all the important facts about the diamond. Write down color and clarity, certification and cut. That way you can go back to them later and compare them in more detail.

Price:

Once you get it narrowed down to a select few, then it’s time to work on price.

Price should be the last thing on your list.

The beauty of a diamond comes first.

This is not something you want to rush into. Take your time. Take your friends in with you to get a second opinion. Plus, this way you’ll also get a better feel for the jewelers and see how they interact with customers. You want to do business with a jeweler that’s going to take care of you.

Shopping over the phone gives you none of this.

You’ll miss out on all the wonderful microscopic details (shopping with James Allen shows you all of the diamonds under 20x magnification). Plus, you won’t know what their warranties are, and will probably forget about any return policy. You won’t see the beauty of the diamond. And the beauty of the diamond is what makes your eyes sparkle. It’s what brings a diamond to life.

You can’t neglect this.

So put the phone down, get your car keys out, and head to the jewelry store.

There’s a diamond waiting for you…

SI1 clarity, G color?

You bet!

GIA certified?

Absolutely!

And the beauty…

Well, that’s just simply stunning.

Maybe then, you’ll really be sold.

Cheers! :)