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MISTAKES TO AVOID 1. NEVER BUY A DIAMOND ON THE BASIS OF HOW IT IS DESCRIBED ON A PIECE OF PAPER. There are a proliferation of companies that, for a fee, will examine a diamond and issue a written Report setting forth their opinion of the color, clarity and other characteristics. Such companies include the Gemological Institute of America (GIA), American Gem Society (AGS), European Gemological Laboratory (EGL), International Gemological Institute (IGI) and many others. YOU SHOULD NEVER RELY ON SUCH REPORTS TO MAKE YOUR BUYING DECISION.
THE REASONS ARE NUMEROUS: a. None of the companies issuing the Reports guarantees their accuracy. All of the Reports contain a written disclaimer as to accuracy which states, in effect, that the company does not guarantee that anyone will agree with the Report and, further, that the company does not guarantee that even it will agree with the Report if the diamond is submitted to it for a subsequent examination. b. Reports on the same diamond are notoriously inconsistent. If the same diamond is submitted to the companies for examination multiple times it is not uncommon for the multiple Reports to identify a spread of 3 clarity grades and 3 color grades for the same diamond. c. It is not uncommon for vendors to submit the same diamond to the companies for examination multiple times and then pick and choose the "best" Report with which to market the diamond. d. Clarity and color grades are ranges of clarity and color and not specific clarity or color. For example, a diamond graded SI2 in clarity on a Report could be almost the next higher clarity grade (SI1) or almost the next lower clarity grade (I1). Similarly, a diamond graded H in color on a Report could be almost the next higher color grade (G) or almost the next lower color grade (I). Therefore, one diamond described on a Report as SI2 clarity and H color could, in reality, be almost two clarity grades lower and two color grades lower than a second diamond described on a second Report as SI2 clarity and H color. e. The most important characteristic of a diamond is its overall optical beauty. Optical beauty is the result of a complex inter-relationship of diamond proportions and light handling characteristics. No Report, including those that assign a "Cut" grade, provides sufficient information to determine whether and to what extent the inter-relationship of diamond proportions and light handling characteristics meet your personal definition of optical beauty. f. Two diamonds with identical Reports can be, in reality, significantly different in terms of clarity, color, proportion, light handling characteristics, overall optical beauty and value. In fact, one diamond can be worth 300% more than the other. g. The Reports are not truly independent opinions because the companies that provide such Reports are compensated to do so and are in competition with each other. Vendors want Reports showing the highest clarity and color grades for their diamonds. If two companies issue Reports, but one of the companies habitually gives the diamonds higher clarity and color grades, then that company might be favored by some vendors and, accordingly, might receive more examination fees. Put simply, in the Report business, it can pay to grade diamonds leniently. h. Because of their inherent inaccuracies and inconsistencies, Reports do not provide a basis of comparison between or among diamonds as to actual clarity, color, proportions, light handling characteristics, overall optical beauty or value to provide a sufficiently reliable level of validity or accuracy for comparison purposes. i. Reports are used by jewelry stores in an effort to persuade customers to "comparison shop" and make buying decisions based on what a piece of paper says about a diamond instead of based on what the diamond really is and really looks like. It is impossible to accurately comparison shop for diamonds based on Reports. Two diamonds that "sound" alike on their respective Reports can, in fact, be dramatically different in clarity, color, proportions, light handling characteristics, overall optical beauty and value. One can be worth 300% more than the other. THERE IS ONLY EXAMINE IT WITH YOUR OWN EYES. 2. NEVER BUY A DIAMOND SIGHT UNSEEN. Two diamonds of a given shape can be exactly the same clarity, exactly the same color and exactly the same carat weight yet, because of differences in optical beauty (brilliance, fire and sparkle), one of the diamonds can be worth 300% more than the other. Gorgeous diamonds are rare and they are not cheap. Cheap diamonds are not rare and they are not gorgeous. If two diamonds have the same description, but are priced differently, you should suspect that the reason for the difference is because one diamond has greater optical beauty than the other diamond. The difference in optical beauty and value between two diamonds of identical shape, clarity, color and carat weight can be AMAZING. It is impossible to evaluate the optical beauty of a diamond, or its value, without actually seeing and examining the diamond. You should NEVER buy a diamond sight unseen. It is IMPOSSIBLE to accurately clarity grade or color grade a diamond that is already set into a ring. Chips and other significant imperfections, which seriously affect the value of the diamond, may be hidden under the prongs. The surrounding metal can seriously distort the perception of the color of the diamond. 4. NEVER BUY A DIAMOND UNDER ANY LIGHTING CONDITION OTHER THAN LABORATORY GRADING CONDITIONS. Typical jewelry store lighting consists of spotlights, chandeliers, counter lamps and showcase illumination. Such lighting has the following purposes:
YOU SHOULD NEVER BUY YOUR DIAMOND UNDER SPOTLIGHTS, CHANDELIERS, COUNTER LAMPS OR SHOWCASE ILLUMINATION. YOU SHOULD BUY YOUR DIAMOND ONLY UNDER LABORATORY GRADING CONDITIONS, THAT IS, UNDER 5000 KELVIN TUBULAR FLUORESCENT COLOR CORRECTED DAYLIGHT BULBS. SUCH LIGHTING HAS THE FOLLOWING PURPOSES: a. To eliminate artificial brilliance, fire and sparkle. b. To make it easier to see flaws. c. To assure accurate observation of color. d. To make certain you see exactly what you are getting with no surprises later. 5. NEVER BUY A DIAMOND MARKETED UNDER A FANCY SOUNDING BRAND NAME. One of the most profitable marketing schemes in the diamond industry is to take an ordinary diamond, give it a fancy sounding brand name, market it to the public accompanied by a claim that it is the most brilliant, most beautiful and most perfectly cut diamond in the universe and then charge more for it. THE CLAIM IS PURE HYPE. BRANDED DIAMONDS ARE NOT SUPERIOR TO UNBRANDED DIAMONDS. BRANDED DIAMONDS ARE MORE EXPENSIVE THAN UNBRANDED DIAMONDS SIMPLY BECAUSE THEY ARE SUPPORTED BY EXPENSIVE MARKETING CAMPAIGNS. (NOW YOU KNOW THE TRUTH). 6. NEVER BUY A DIAMOND FROM A STORE LOCATED IN A SHOPPING MALL. The shopping mall is the most expensive place to do business ever created. Shopping malls typically base their rental charges on a percentage of the sales volume of their tenants. So, if a jewelry store in a shopping mall has to pay rent at the rate of 20% of its sales volume, this means that you could have paid 20% less or gotten 20% more for your money just by having the good sense to stay away from the shopping mall. We're pleased to announce that, for the 30th consecutive year, Nebraska Diamond will NOT be moving to a shopping mall. Although a shopping mall might seem to be a more convenient location, by staying out of the mall we give our customers the kind of convenience they can take to the bank. Saving our customers money is just one reason why Nebraska Diamond totally dominates |
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