A true love story
Get to the heart of your customers’ stories, and there’s sure to be a diamond that will make them shine. For an example, look no further than Sierra Leone’s Peace Diamond. This 708-carat gem was found by a priest who voluntarily turned it over to the government. Rapaport says much of the proceeds from its sale will support clean water, hospitals, medicine, and other citizen needs in Sierra Leone. Tales like this are never forgotten, and nor should be any customer’s story.
Life events are journeys to be shared, so retailers should leave no ‘stone’ unturned when promoting passion for diamonds. They are the real lynchpins in every love message.
| CHEMICAL COUSINS CAN’T CUT IT |
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Lab diamonds (also known as lab-grown, synthetic, artificial, cultivated, and even cultured diamonds) will continue receiving attention from the industry, says Tom Ormsby of De Beers Canada–but there is no doubt natural diamonds rule the roost. No substantial market would exist for artificial stones if not for the extensive and strong history of natural, authentic diamonds. Synthetic, lab-grown diamonds are easily replaceable, while the Earth only has so many natural diamonds to give. Ernest Blom of the World Federation of Diamond Bourses (WFDB), Martin Rapaport of the Rapaport Group, and Ormsby voiced varying opinions regarding synthetic diamonds as compared to their natural counterparts. Rapaport expressed concern about the livelihood of artisanal diggers and their families if synthetic diamonds grow stronger. From this author’s experience as a jewellery store owner, no clients have directly sought out synthetics. Many jewellers have shared there is a certain stigma associated with these gems, as there was with other synthetic stones such as rubies and emeralds, which have dropped significantly in price since they were put on the market. Lab-grown diamonds are closely priced to natural ones, and in many cases, customers prefer to have the real thing. |
Earning a reputation as a trusted advisor to gem investors around the world, Karen Simmons is a Gemological Institute of America (GIA) graduate. In addition to being the proprietor of The Gem Gallerie, Simmons frequently travels overseas with clients for onsite mine visits and helps diamond investors fully realize the immense potential of fine gems as solid alternative to traditional investments. In her 10th book, Perfectly Clear: Buying Diamonds for Pleasure & Profit, Simmons describes how to add S.P.A.R.K.L.E. to your portfolio. She can be reached via e-mail at ks@karensimmons.com.
