Where is the romance?
Buying diamonds online
Maybe we can call this my Wednesday rant. I have something to vent about. Before I start and have you fellas explaining to me all the reasons I am wrong or going on about saving money or time constraints, let me just say that I am woman and I can’t explain why I feel a certain way, but that’s the way it is so deal with it. Ladies, are you with me?
There is a big trend in jewelry that I am not down with. Shopping for your diamond online. Yes, I am a jeweler so I am biased on this topic, but I think shopping for your engagement ring (or any piece of jewelry) is part of the romance. Whether you shop alone or bring your significant other along, there is something to be said for going somewhere and having a conversation with a jeweler. I love my clients. When I sell an engagement ring, I literally cannot wait to hear about the proposal, to see the ring on its new owner and get their input on how it turned out. And I really believe that most ladies love having that experience as well. Who doesn’t want to have a family jeweler?
When I have a new client call who is also shopping for diamonds online, I don’t really get worried. Nine times out of ten, I have no problem presenting a diamond that is competitive and usually more affordable. Just because it is online, does not mean that it is more affordable. If the online distributor can get it for a good price, so can I!
Many people feel that just because a diamond is graded a certain way that it will look like all other diamonds with that grade. Not true! Many of these large diamond houses can have diamonds graded as something better than they actually are. We see it all the time. By definition, an SI-1 clarity diamond should have no imperfections visible to the naked eye. Even though this is a fact, we keep seeing diamonds that have been sold in large retail store and online which have huge, blatant imperfection that is clearly visible to the eye. You cannot go on grade alone! It makes much more sense to go see a jeweler, like myself, who can bring in a few diamonds in your price range and lay them out in front of you. Compare the qualities. Figure out what is the most important to you when it comes to the quality of your diamond.
With the amount of technology in our world, the personal experience of great customer service is lost on us. If we want something, we point, click and it is ours. This is fine when you are buying a CD or some stationary or some office supplies, but not something like an engagement ring. Would you feel comfortable buying a car without seeing it, taking it for a test drive and checking under the hood? No. Diamonds and gemstones have just as many complexities, if not more, as a car. Make sure you are getting what you are paying for!
When I think about shopping for an engagement ring online, I get this mental image of a guy at his computer, eating a sandwich, clicking on the little arrows to narrow down his diamond search. What is romantic about this? Shopping for the single most romantic symbol of your life while sitting at your desk on your lunch break? Make an effort. Drive to the jewelry store. Get to know the person you are buying this ring from. I guarantee that when you have a problem with that ring, that online store will not be as motivated to make you happy as I would be.
There is also something to be said for having a place where you can go. Show us exactly what you want, tell us what your significant other is like, tell us what you are comfortable spending, give us your timeline. We want to help you. We are motivated to help you make this proposal a success. We want you to come back for anniversaries, birthdays, children, etc. We have a desire to develop a long term relationship with. The person who is available to have an online chat with you is not as motivated to support you as we are. It doesn’t hurt that we are all hopeless romantics at Diamonds Direct too. We love a good “how did you pop the question” story.
My last plug…support Main Street America. Small businesses are the life blood of our country. We’ve all seen what happens when large companies get too large. Show the little guys some love. I can guarantee we value our relationship with you much more than these huge chain stores.