Diamonds, Bait & Switch
You have seen
the diamond ads 1ct. Solitaires just $288. This is a great diamond if
you plan to use it for cutting rock.� This priced diamond is an
industrial diamond probably from India.� It has so many black spots in
it that it looks like a Dalmatian.� Of course these diamonds are the
bait and then comes the switch to the higher priced quality diamonds.
I went to one of these stores that had a full-page
diamond ad in the newspaper.� The owner advertised a one caret
solitaires for only $288.� I asked to see this diamond.� He said: "Oh
this is not the diamond for you.� It is a poorer quality diamond."� I
insisted that he show it to me.� The law says he has to have a diamond
of that price in the store.� So, finally he brought it out.� It looked
like it had been chipped off a piece of coal. He said it was an
industrial diamond from India.� I looked at it through a loop and it
was full of black spots, carbon spots.
The storeowner was trying to sell me a half-caret
diamond for about $1,500.� The illegal "Bait and Switch" was what his
entire sales pitch was build around. He would show you a piece of junk
that you would never buy as an important gift and then he would switch
you to a diamond that was five times the price and half the size,
advertised in the newspaper. If you cannot trust the owners
advertising then how can you trust him in other jewelry matters, like
switching out rings on you.
Veteran Diamond-expert and trusted jeweler Mervyn Hahn
who has been in my CBS-TV 2 stories as a diamond expert has some
pointers for a first time diamond buyer or someone who wants to buy a
better diamond.
Mr. Mervyn Hahn:
The major problem we find is that people tend to shop by price rather
than by quality. People are tempted by a cheaper price not realizing
that one get what one pays for at the end of the day. Like a doctor or
a lawyer, its recommended that one purchases an expensive item from a
recommended source rather than an impulse purchase based on a low price.
The following criteria should be considered when making a decision on buying a diamond:
1) An expensive location and store with lots of staff, can only mean
that the consumer will be paying for these high expenses. An expensive
piece of jewelry should be purchased from a small independent company,
and deal with the owner who has a vested interest in keeping you as a
customer, instead of a chain store where the employees are generally
untrained and working on a commission-basis.
2) Don't be intimidated to find the major jewelry mart in your city.
This would be a good step if you don't have a referral. Jewelers in
these districts are generally motivated to sell as they have a large
availability and selection with much competition.
3) Always ensure that the center diamond of the ring you are buying has
certification graded by an independent laboratory. There are many
laboratories located around the country that have no credibility at
all. Because they give a beautiful laminated certificate with the
diamond does not mean that their certification is credible. The most
reputable certificates are GIA, EGL-USA and AGS. The stone should
always be graded loose and not mounted in the ring.
4) A laboratory will grade any stone sent to them therefore its
advisable to do some homework prior to making your purchase. Certain
measurements and details re. the stone will ensure your diamond will be
bright and brilliant. If your jeweler can't give you these details and
explain them to you, you are shopping at the wrong place.
The following details represent a well-made round diamond:
a) The size of the table ( the large flat facet on the top) should be any where between
61%� -� 57% (Ideal is 59% - 55%)
��� b) Depth percentage should be any where between 60%� -� 62%��� (Ideal is 61.4%)
��� c) Symmetry should read: GOOD� or� VERY GOOD� or� EXCELLENT
��� d) Polish should read: GOOD� or� VERY GOOD� or� EXCELLENT
��� e) Culet (the point at the bottom) should read:� SMALL or NONE
��� f)� Fluorescence:� FAINT or NONE
5) Ensure the stone has not been enhanced by laser drilling or silicone
treatment. these treatments enhance the beauty while lowering the value.
Finally, find a jeweler you like, one that is knowledgeable and stick
with him. shopping at too many places will only confuse you.
6) Beware of 'SALE' diamonds and jewelry. Retail prices are generally
marked up 3- 4 times from cost. This allows the salesman to give a
substantial.
Online buying
The worst place to buy a quality diamond is on online auction sites.
The reason being you have committed to an item that you have not seen.
The pictures are generally enhanced. The pictured of the product ends
up looking far better than the real product as well as the quality of
the diamond is generally exaggerated.
There is also a lot of bait and switch that happens on online stores
because realistically any diamond can be listed to 'suck' you in. Once
you have requested a certain diamond they normally have 24 hours to
search for a diamond that is close enough to the one advertised. That's
when a sharp telephone salesman makes his pitch. Of course there are
always exceptions. There are some online companies that give good value
and have excellent customer support. If you insist on purchasing on the
Internet do your homework first.
My personal advice is to purchase a high priced piece of jewelry from a brick & mortar store. Look the salesman in
the eye; ask many questions (no question is stupid). Ask for an explanation of the details on the certificate.
Discuss the details on the metal part (ring, pendant etc.). Get a written quote, visit at least one other store
and make your decision. Don't necessarily purchase from the cheapest store but purchase from the store where you had
the best experience.� LADiamondFactory.com | |
