Welcome. Your Diamond Brokers name at "The Diamond Store" is Dave, I will assist you in purchasing the accurate quality of diamond you are shopping for in the price range you are comfortable with. First there are a few things you need to know about shopping for diamonds. When shopping for any item which is not a standard manufactured item, and comes from nature, the quality can differ greatly, and therefore the price can also differ greatly. A example of a 1/2 ct. round diamond in it's lowest quality from nature, and not cut very well, will cost you $780.00, a 1/2ct in it's finest quality from nature, and very well cut, will cost you $4275.00 quite a difference! Most people however who are educated enough to use a computer also use their common sense a bit more than the average person, and prefer a quality of diamond that is somewhere in between, so the average quality of diamond, on the scale of best to worst,would cost about $2150.00 and is much much better than the "promotional" diamonds that are always on sale in advertisements, that most stores tell you are the average quality diamond. This is the most common of untruths salespeople will tell you to get you to believe they are offering you the best deal of any of their competitors. Now in the same breath most people dont want to waste a bunch of money paying for a super high quality diamond that they cant see the quality difference in, so you dont want the most expensive diamond either. As an example if the range is 780.00 to 4275.00 in a 1/2ct. from worst to best in what nature has to offer, it would only make sense, if someone is telling you, your getting a much better than average quality, or a fine diamond for $999.00 an alarm ought to be ringing quite loudly in the common sense lobe of your brain, that that isnt true.
Most importantly a consumer must remember to purchase the quality in the diamond, not the quality of the sales pitch. Below are the most popular shapes, let us search the markets for you, and find you a diamond that actually looks better than it sounds, instead of the business as usual of offering the lowest price on a sub standard diamond with undisclosed problems.
A consumer must also constantly be aware that when an item is being sold that requires a subjective judgment of it's quality, that it's value is based upon, humans, especially salespeople, will more often than not tend to represent the item in a bit better light than the item truly lives up to, just to make a sale, and sad to say sometimes will exaggerate purposely.
Remember when shopping for a diamond the Carat ( a measure of weight ), the Color ( a presence or absence of body color tint, usually yellow the most obvious to see, or brown more difficult to detect, or even more difficult a gray body color tint, where you cannot see a color , the diamond just looks darker for some reason ), the Clarity ( the amount of inclusions or imperfections, usually of 26 different types, cracks, gas bubbles, light or dark spots, etc.), and last but not least, but is usually the most forgotten is the Cut. Cut is of equal importance to color and clarity but is much more difficult to judge for the non-professional . The quality of the cut basically means how good of a job a person did when polishing and placing the facets, and cutting the angles of the diamond before it was a finished gemstone. The quality of the cut controls how much the diamond sparkles, and overall how bright or dull it looks, much the same as cut affects lead cut crystals in a chandelier , some you will see will have lots of sparkle and be beautiful and the less expensive chandeliers will have poorly cut crystals that were cut fast and by low skilled laborers, and these chandeliers will not have much sparkle, or be that beautiful.
Of great interest our 1/2ct example diamond with everything being the same except the quality of the cut being different one diamond can cost 2550.00 very well cut, and the same stone not well cut can cost 1,590.00 quite a difference!
My job as your diamond broker is not to sell you a stone that I own in my inventory, that I want to sell to get my money back out of, it is to find you the best value in the markets at the time you need a diamond, then to purchase it for you, and to make sure it is the quality the supplier claims it is supposed to be to eliminate vendor fraud and misrepresentation, quite refreshing when compared to the buyer beware, gimmick filled world of shopping for diamonds from people who all-ready own the goods and want to sell you what they have, rather than sell you what best fits your needs.
