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Carolina
Diamonds 'How to buy' your diamond Facts about Certified Diamonds
The Four Cs
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Secrets
of Retail Jewelry Stores THE RETAIL JEWELRY STORES HAVE THREE LEVELS OR GRADES OF MERCHANDISE THAT THEY GENERALLY SELL TO CUSTOMERS WALKING IN THEIR STORES. THESE ARE PROMOTIONAL GRADES OF JEWELRY (GOOD, BETTER, AND BEST) THAT PROMOTE THEIR BUSINESS AND DO LITTLE TO SUPPLY THE CUSTOMERS WITH TOP QUALITY DIAMONDS AND GEMSTONES. THE FIRST OR BOTTOM LEVEL IS CALL “GOOD”. THIS IS THE MERCHANDISE THAT THE COMPANIES USE TO LURE THE CUSTOMERS INTO THE STORE. IT IS THE STUFF THAT FILLS THE ADVERTISEMENTS ON TV AND THE FLYERS THAT SHOW UP IN YOUR SUNDAY NEWSPAPER. PEOPLE IN THE JEWLERY BUSINESS REFER TO THIS STUFF AS “KNUJ”. WHAT IS “KUNJ” YOU SAY? WHY THAT IS “JUNK” SPELLED BACKWARDS. THIS LEVEL OF JEWELRY CAN BE USED FOR CHRISTMAS STOCKING STUFFERS AND CAN BE CONSIDERED NOT WORTH KEEPING. IN OTHER WORDS, IF YOU LOSE IT OR IF THE STONES FALL OUT OF IT, IT IS NOT WORTH FIXING. JUST THROW IT AWAY AND BUY ANOTHER ONE JUST LIKE IT. THIS LEVEL OF STUFF IS A COMPLETE WASTE OF YOUR HARD-EARNED MONEY. IF YOU TOOK ONE OF THESE ITEMS TO A PAWN SHOP THEY WOULD LAUGH YOU OUT OF THE STORE ! THE SECOND LEVEL OF MERCHANDISE IS CALLED THE “BETTER” GRADE. THIS LEVEL OF MERCHANDISE IS ONE STEP ABOVE JUNK. IN OTHER WORDS, A LOW QUALITY PIECE OF JEWELRY FOR A HIGH PRICE. DO NOT BE FOOLED BY THE LOW QUALITY OF THESE ITEMS. DO NOT WASTE YOUR MONEY. THE THIRD LEVEL OF MERCHANDISE IS CALLED THE “BEST” GRADE. THIS IS CALLED THE ‘BEST’ GRADE BECAUSE THIS IS THE BEST GRADE THAT THE NATIONWIDE JEWELRY STORES HAVE IN THEIR SHOW CASES. THE VAST MAJORITY OF THIS MERCHANDISE IS EXTREMELY OVERPRICED AND IS CONSIDERED BY THOSE IN THE JEWELRY BUSINES TO BE A “MIDDLE OF THE ROAD” DIAMOND OR JEWELRY ITEM. WHAT IS A MIDDLE OF THE ROAD DIAMOND, YOU ASK? THIS IS A DIAMOND THAT IS ALMOST WHITE IN COLOR (A FAINT YELLOW) AND WITH INCLUSIONS (IMPERFECTIONS) THAT ARE NOT VISIBLE TO THE NAKED EYE WHEN VIEWING. THESE STONES LOOK GOOD UNDER THE BRIGHT LIGHTS AT FIRST GLANCE AND MANY PEOPLE ARE FOOLED BY THIS DECEPTIVE TECHNIQUE BECAUSE THEY ARE BUYING ON EMOTIONS. 2. Buying on EmotionsFACE IT ! EVERYONE LIKES TO GET EXITED ABOUT BUYING A PIECE OF JEWELRY FOR A LOVED ONE. BUT, PLEASE DON’T FALL FOR THIS TACTIC. EVEN, IF YOU KNOW ENOUGH TO ASK THE QUESTION ”IS THIS THE BEST ONE YOU GOT?” YOU WILL BE TAKEN FOR A REAL SOAKING. THAT IS WHEN THE RETAIL PERSON SAYS WE DO HAVE SOME IN THE BACK THAT WE KEEP FOR SPECIAL PEOPLE LIKE YOU WITH A SMILE ON THEIR FACE. THESE DIAMONDS WILL BE KEEP SAKES AND BE THE RIGHT KIND OF QUALITY THAT YOU WANT TO BUY. THERE
IS ONLY ONE HUGE PROBLEM. 3. Buying on research and celebrating your GREAT DIAMOND DEAL.YOU CAN BUY QUALITY DIAMONDS AT A PRICE MUCH LOWER THAN
THE RETAIL JEWELRY STORES OFFER YOU. EGL - European Gemological Society (http://www.buyingaloosediamond.com/EGL.html) THE NEXT BLOG WILL TALK ABOUT DIAMONDS AND CERTIFICATION. WE WILL ALSO TALK ABOUT THE FOUR Cs. (COLOR, CLARITY, CUT, AND CARAT). |
