The Reason Why Jeweler Detest Educated Buyers
For 10 years, jewelers have had benefit from the position of being the “keepers” of the data concerning diamonds and gemstones. They stood at the back of jewelry counters and disclosed small tidbits of information about jewels to shoppers. The jeweler looked to be talking down to the buyer, making them feel as if they should be grateful to even be in the shop or touch the prized gemstones in the display case. This domination of knowledge went hand in hand with the control of stock. The only way you could buy a diamond or valued gemstone was to buy in a jewelry shop. The prices were unnaturally high with markups of 100% to 300% of wholesale expenditure. The features that differentiated store included the luxuriant decorations, the elegant display cases, and sophisticated storefronts. Life was simple and really beneficial for the jeweler. The buyer came in, the jeweler said this is what you must obtain, and the purchaser paid the price as they had no other options. Can you recall any poor jewelers previous to the millennium change in the year 2000? It was about this time that the most feared statement in the jeweler’s dictionary started to change the business everlastingly. That word was Internet. Abruptly there were competitors springing up who can provide gems and jewelry delivered to your entrance, normally at prices lesser than can support the high overhead of the jewelry store. Though, the greatest concern was that the veiled knowledge of diamonds and valuable gems was open to any buyer who wanted to spend a little time researching online. The jeweler of the earlier period said here is what I have and which one do you want to buy? Then came the experienced customer prepared with printouts of online diamond instruction. Instead of purely asking for a 1-carat diamond, the consumer now has a comprehensive list of necessities that all but guarantees that none in the store will meet their requirements, despite of the price. It is usual for a diamond shopper now to say, “Here is what I desire” and I insist on the lowest price in the country.” Then they show their list of requirements for their round diamond: 1) Carat weight exactly 1.27 since our first date was January 27th 2) At least G color 3) VS2 clarity but I don’t want to be able to see anything below the microscope 4) Must have a GIA grading report dated in 2006 with Excellent cut grade 5) No fluorescence 6) At least Very Good for polish and symmetry 7) Girdle has to be Medium (nothing more or less will do) and faceted 
Laser inscribed with the GIA number 9) Must be able to take to an independent appraiser who agrees with all grading 10) I need it in 2 days Their parting comment is that they are buying these similar requirements with 20 other retailers and are going to buy from the 1 with the lowest price. This is the jeweler’s nightmare because this is not how their business workings. Their jewels store caters to the fancy purchaser who will come in, see something stunning and buy with only hardly any encouraging expressions from the sales clerk. Spending hours of work to discover the specific diamond the purchaser desires and then paying the shipping and insurance to get it shipped next day is just more effort than they like to do for a transaction. As an alternative, they complain and long for the return of the good old days, when Ma Bell restricted the telephones, gas was 59 cents a gallon and the secrets of the diamond industry were carefully behind the jewelry counter. Happily, for diamond and jewel shoppers there are a new type of diamond retailers available who not only encourage diamond education; they like working with purchasers who know exactly what they want. These diamond brokers have access to the diamonds on the wholesale market and understand how to get diamonds that meet the shopper’s necessity. Best of all, the diamond brokers have much lower overhead than a jewelry shop so can discover the exceptional diamonds at really low prices. The inexpensive market always seems to create sources for services and supplies that consumers want. The online diamond broker is well suited to serve today’s well-knowledgeable and tough diamond consumer.
