***The 4 C's of Diamonds Explained!

THE 4 C's EXPLAINED

CUT

For many people the 4 C's of Diamonds are CUT CUT CUT CUT!!!!

Sell your customer on cut! You do not need a brand or extra facets to have the best cut. Just explain to the customer the importance of cut and tell them you hand select each diamond to meet that criterion. Or, if you want to compete with the brands, simply make your own brand! Such as 'The Brilliance Cut' or 'AB Jewelers Ideal Fire Collection'.

color goia dscale

COLOR

Only 5% of engagement rings last year where yellow gold. That is very close to zero!! Diamonds today need to be WHITE. However, no one knows what the next trend will be. I heard one jeweler say. "No one wants what their mom had. That's not cool. So this generation wants white gold since it is different from what their mom had, but the next generation will want something else." Don't worry. You do NOT need to predict the next trend, just be aware enough to join it when it gets here.

CLARITY

Clarity is what gives your diamond personality! As long as it's eye clean that is all that matters, not some letter grade. A jeweler I admire told me a line I like to use. "Except for a few lower grades, CLARITY does not really effect the appearance of the diamond."

Inclusions come in all shapes. Once, at Olympian, we found a diamond in which the inclusion looked like a playboy bunny!....... but not like one of the girls unfortunately.

Carat Weight

Go BIG or go home!

You engineers out there thinking you need a VS1. Forget it! I promise you, your girl would rather have a BIGGER diamond, than a VS diamond. Go for Size! The Bigger the Better!

Aleah

Olympian

1800 8852 8900

HOT TIP!

USE

ANALOGIES

TO SELL!!

They help

people relate & understand

"VS Clarity is like the inside of a coat. YOU know if it's

nice or not but, not you nor anyone else, can see if it is nice when you are wearing it."

"Let's look at the diamond under the scope. It's like looking under the hood of a car"

"A diamond is like art. You can enjoy

it every day and its beauty does not diminish"

If you have any analogies you find helpful in your sales pitch please share them!

Mis-interpretaion

of " I would love

to have an

10 carat ring! "

Stupid

Jewel Thief!

jewel thief

True Story

In Philadelphia

jewel thieves

grabbed the

jewelry but ran

out of the

store without their

5 year old son!

Diamond Length/Width ratio charts from Olympian should be showing up in your mail box this week!

Jewelers! HOW TO GIVE

CUSTOMER'S THE BEST VALUE IN

TODAY'S DIAMOND MARKET?

WHITE & EYE CLEAN

In my opinion the best VALUE is in SELL-ABLE diamonds.

I define sell-able diamonds as white, eye clean, well cut diamonds at a lower price point. Sell-able diamonds allow you to give your customer maximum VALUE and allow you to make a larger profit. With sell-able diamonds what matters most is how the diamond looks, not how it grades out!! IS IT PRETTY!!? We have all seen ugly E VS2's and beautiful H SI2's! You can give all the dimensions of a woman and still not tell if she is beautiful. Same with a diamond. Your job and MY JOB is to find the most beautiful diamond, regardless of the letter grade.This is how you can give the best VALUE to the customer.

MORE OPTIONS = BETTER VALUE

So what do you do when a customer comes in asking for a GIA G VS2. Before you go out and find a G VS2, try saying *** "Have you ever seen a D SI2 diamond? Color is the whole stone, while clarity is only a tiny part of a diamond." Almost all of the time they will say "No, I have not seen a D SI2". This is GREAT because it opens them up to MORE possibilities. The more options they are open to, the better chance they have of getting a great value! Conversely the more specific they are, the more they will need to pay.

jewler picking diamonds cartoon

THE EYE CLEAN GRADE

So where does 'Eye Clean' fit in? People falsely learn on-line that to be "eye clean" they need a VS or even SI1. When a customer comes into your store demanding it must be SI1, it is because they THINK that is what they need to have in order to be eye clean. They don't ! We have all seen GIA SI1's with big black spots on the table, and we have all seen SI2 diamonds where the inclusion is not visible to the naked eye. This is one reason you can't buy diamonds on-line. Try to convince your customer what matters is not the grade, but if the diamond is eye clean! Graders at the labs do not live at the counter.They grade diamond through a microscope. Gemology ignores if it is eye clean, that is OUR JOB! Until they put and an "EYE CLEAN" grade on diamond certs, OUR JOB is to pick the best priced, eye clean diamonds for our customers.

VALUE

When your customer asks you for GIA only, or EX EX only, VS1 Only, or any other "only" try telling them. "Any time you require a specific diamond trait you will pay more money, and many times not even visually see the difference that you are paying for. My job is to search the diamond market for the best VALUE regardless of what a paper says. Yes, I am happy to get you GIA, VS1 or Triple Ex, but I can also save you thousands of dollars by finding you a stunning diamond that might not have some of those things. A diamond does not need those things to be beautiful. That is why you came into my store. To have, me, the diamond expert, help you pick the prettiest diamond and the best VALUE in today's diamond market." I know this not always, but maybe it is worth a try?

AWESOME DIAMOND DEALS!!

Every day I buy diamonds from jewelers.
Many of these deals came from you!
Call Aleah for Diamonds

*3.00 ROUND GIA F SI2 Eye clean! Only $28,500
GIA! Great price! Memo price. Discount to buy
Nice cut. Bright. email me for a cert copy

*1.37 ROUND GIA G SI2+ GREAT WEIGHT!
SUPER BRIGHT and pretty EYE CLEAN!
7.1mm EX polish VG cut grade no fluor

*1.01 EMERALD GIA H VS1 Long $3750/ct
7x5mm Wow 68 depth 66 table no fluor

*1.31 EMERALD HUGE J SI1 ONLY $2495/ct
Big look 7.3x5.5mm eye clean very pretty

*1.40 PRINCESS EGL D SI1 EX EX! $4495/ct
Excellent Excellent square 6.23x6.21
love the D color!

*.84 PRINCESS EGL G SI1 $2300 total
5x5.12mm square, white, eye clean

*1.00 PRINCESS E SI1 Only $3400/ct!
EX VG 5.37x5.34mm no fluor

*1.03 ROUND AGS IDEAL!! D SI2++ $5450/ct
Top SI2! Stunning! 62 depth 55 table ooohh

*1.21 OVAL EGL F VS1 great shape! $3850/ct
8.3x6mm 63 58 VG VG no fluor

*3.01 OVAL GIA J SI1 White face!
Great shape. Nice and long, white and clean

*1.01ctw DIAMOND STUDS $950

Bright. Nice cuts GH color Nice I1's

*.86 ROUND GIA E SI2 $3895/ct
Eye clean big look 6.4mm

Big bangs for your buck!

*1.11 ROUND EGL G SI2 eye clean Only $2850/ct
62 depth 59 table VG VG none. White face

*.90 CANADIAN ROUND GIA G VS1 $6295/ct

62 depth 57 table IDEAL. I have many more Canadian
diamonds! Call/Email me for prices

*2.17 ROUND EGL G SI2 Bright! $4195/ct
EX EX Hearts and Arrows! 8.35mm WOW

...Call for more GREAT MEMO
Diamonds for YOU!

diamond stock photo

.....Because I grew up in a

RETAIL jewelry store, I know more

about what YOU NEED than

ANY other Diamond Dealer!

Make Diamonds Fun

Call Me!

Aleah at Olympian Diamonds

800 882 8900

See Past Jeweler Tips