But there are times when online shopping isn’t as convenient and user-friendly as we’re led to assume. And what’s near the top of the list of “purchases you never want to make online”?
Let’s imagine a scenario… Let’s pretend that you’ve walked into a jewelry store and find yourself standing at an empty counter. You ask to see the store’s selection of ¾ carat square diamonds. The clerk politely responds, “Sure, no problem. If you’d like to pass me your credit card, I will promptly charge $4,800 to it, and you may see your diamond in four to seven days.”
Would you buy?
Well, this is exactly what happens online everyday. Intrigued and excited by discounts and “deals” online, customers find themselves quickly disappointed and stressed when their purchase finally arrives. Why? Well, there are several reasons:
Cut, Clarity, Carat and Color Just Aren’t Enough
Diamonds, while definable by these four characteristics, are each as unique as two different people. Picture a male who’s 5’10”, thin, brown-eyed and has short brown hair. Now think of the number of people that describes. Tens of thousands of people in the world share those same characteristics, just as tens of thousands of diamonds in the world share the same stats for cut, clarity, carat-weight and color. But they’re certainly not the same.
When you buy a diamond online, you will receive a certificate stating that the stone falls into a set of parameters. However, that certification has very little to do with how the stone will actually appear. Factors like florescence and the actual appearance of the stone speak volumes about what a stone actually looks like.
Despite the fact that there are a limited number of diamond cutting centers in the world, and travel to these places takes time, effort and a good amount of money; the majority of professionals within the jewelry industry will still travel rather than opt for the “simpler” online transaction. Even wholesale, diamonds are still purchased by professional diamond buyers, who can touch and see each piece, themselves. They know it’s a necessary part of picking the quality stones out from the crowd.
Tricks of the Trade
This one is probably pretty obvious, but it’s prevalent enough to earn a mention. If a retailer’s offering you 50% off, you may want to ask yourself, “just how much is their mark-up is to begin with?” Rest assured they are still making a profit, and that retail price you see is nowhere near what the stone is worth.
Now this is a doozy. Sounds like something that’d yield a more beautiful, more valuable stone, doesn’t it?
Clarity enhanced stones typically begin as low-quality diamonds with many inclusions. The inclusions are drilled into and blasted apart with a laser to make them less visible. Then, the cracks left by the laser are filled with glass.
Not only are “clarity enhanced” diamonds not 100% stone, they are in as much danger of cracking or breaking apart as a cracked windshield. A simple sizing of the ring could explode the stone. We recommend avoiding “clarity enhanced” stones.
Do you see 1.0 carat diamonds with the same specs but different pricing, perhaps varying even thousands of dollars? In this case, the most expensive must be the best quality… correct?
Not necessarily. Again, there are so many factors that go into pricing with larger retailers: overstock, bulk purchases, etc. – and again stones rated the same can be SO different in appearance. You still can’t be sure what you’re getting. Don’t be fooled into paying more!
So… What Now?
– We travel to the diamond capital of the world, Antwerp, and handpick the stones ourselves.
– We never mark up a stone just to give the perception of marking it down later. We believe in a fair price, and a fair price is what you get at Stones Jewelry.
– We work within nearly any budget. Before clicking that button online, trying to save some cash – Come check us out! You won’t be sorry you did.
If you would like to learn more about our diamond selection or check out our collection of stones for yourself, stop by to see us! Our entirely knowledgeable staff can assist you in picking the perfect stone and setting, always eager and happy to help.