The Secret to Great Marketing...
Is Surprise! If people expect something right side up, put it upside down. If people expect to see a beautiful woman wearing jewelry, put a necklace on a dorky guy, or better yet on a poodle.  If you are surprising and delightful you will grab people's attention for a fraction of what the big guys spend in advertising.
 
"In a Sea of Sameness, 
anything 
Different is 
often seen 
as Better"  

Spoiler Alert

If a movie, a magic trick, or a joke was predictable would it be fun at all?  We need surprise to create interest. That's why it is recommended you do NOT teach your customers the 4C's. They already learned them online. When you tell 
someone something they already know they lose interest. 


 Do The Opposite!
Why is this picture so amazing? Because you
Expect to see girls! 
Give the unexpected
and you will get noticed, talked about and shopped with.
Zig When They Tell You to Zag.
Would you have looked at the pretty hand if it was not next to an ugly one? The ugly hand is unexpected. How can you make your ads, Facebook posts, and mailings more unique?

Tips on How to Surprise & Delight!
*Give away something ridiculous with purchase. Such as a tap dancing lesson or a piece of the moon. Both are unexpected, sure to get people talking, and very inexpensive.
*Offer them something unique when they come in like coconut water or Greek yogurt.  
*When they come in, hand them a horn to honk when they are ready to be helped. 
*Wear a cowboy hat and be the
diamond cowboy. 
*Make your newsletters and emails more entertaining. Start with
better subject lines. *Have a fun tag line such as, "May your days be merry and bright and all of your diamonds be white!"



 
Great Diamond Buys


2.11  ROUND EGLUSA  H I1  $7700 net
FACES AWESOME!
Ring not included. Side feather


2.10 Emerald Ring Only $7980 total!
8.3x6.3mm K VS1. Super cut 
makes it look whiter



.85 CANADIAN GIA G SI2 $3595/ct
"Canada.. not just for cheap drugs anymore"
.85 Round 61 depth 54 table VG VG none


1.35 ROUND GIA I SI2 CANADAIN $4295/ct
leaf
Great price!
Great Weight & Eye clean 
SUPER Bright


 .42ctw PEAR SHAPES F color! $417


.76 OVAL EGL D VS2 $1600
Beautiful long, white oval


1.52 Round GIA I SI2 Love it!
$4692/ct Very Good Cut grade. White
and Eye clean. Top SI+ Perfect!


1.45 GIA NATURAL YELLOW ROUND! 
Only $3650/ct!
 
It's hard to find a great yellow color in a ROUND. 
Most of the times the good yellows are 
cut into cushions.  


.48  Heart  G  SI2  $650/ct
5.2x4.4mm
heart

1.20  Marquise  Beautiful! $2083/ct
12x5.6mm White! Huge look! Laser drill
marquise stock pic

5.06 Oval $15,000 total !
Yes its's bluffy, but its bright!


7.97ctw Old Euro Earrings! $50,000
Very pretty, unique, & BRIGHT! 

1.44 Studs EYE CLEAN Only $1995 net!
 Great a big bag for your buck

.91 Square Radiant D color! 
$2300 net
  
I Love this Diamond! 
White & Eye clean

1.04 ROUND PERFECT! $2500
My favorite Diamond to Sell.
Looks great and you can make money!
1.04 EGLUSA prec-ert F SI3 clean face




SELL ME DIAMONDS!
I buy All diamonds, but today I 
especially need 1/2 Carat Rounds.
handing money
 Any 1/2 Rounds you want to sell me?


 Gemology. Volume 33 Issue 4

A Contribution to Understanding the Effect of Blue Fluorescence on the Appearance of Diamonds
Thomas M. Moses, Ilene M. Reinitz, Mary L. Johnson, John M. King, and James E. Shigley

 

The presence of fluorescence in diamonds has been for some time a subject of controversy in the trade.

GIA Gem Trade Laboratory (GIA GTL) researchers designed a visual experiment to study the effect of fluorescence on diamond appearance.
'Observers in this study found blue fluorescence to have, at best, a subtle effect on color appearance and transparency,' said Thomas Moses, GIA GTL vice president of identification. The

study's results indicated that average observers, like those in the jewelry buying public, saw no

systematic differences in color or transparency with fluorescence.

In general, the strength of fluorescence had no perceptible effect on the color appearance of diamonds viewed table-down. In the table-up position, diamonds with strong fluorescence were reported to have a better color appearance than those with less fluorescence. This study challenges the industry notion

that fluorescence has a negative effect on better-color diamonds. GIA's result supports considering each individual diamond on its own visual merits.

 

The Impact of Fluorescence in Diamonds: A Different Research Perspective
William E. Boyajian

The effect of ultraviolet fluorescence on diamond appearance has been hotly debated for at least the past decade.  With great conviction, some say that blue fluorescence of different strengths typically enhances a diamond's overall appearance. Others, as convincingly, say that it has a negative effect. To address this controversy, researchers at the GIA Gem Trade Laboratory conducted an experiment on the effects of long-wave ultraviolet radiation on the color appearance and transparency of gem diamonds.

 

The study's results support the age-old belief that strong or even very strong blue fluorescence can improve appearance rather than detract from it, especially in diamonds with faint yellow body color.

 

While the apparent benefits of blue fluorescence are less obvious in colorless to very near-colorless diamonds, they still were evident in the study.  This should bring into question the trade's lower 'bid' prices for moderate to highly fluorescent diamonds in the better colors.

 

The science of gemology is not just about spectral analysis. It is also about dispelling (or, in some cases, confirming) beliefs that have been perpetuated over the years, and about separating bias and tradition from reality in the gem industry

 

 

 Gemology. Volume 33 Issue 4

A Contribution to Understanding the Effect of Blue Fluorescence on the Appearance of Diamonds 
Thomas M. Moses, Ilene M. Reinitz, Mary L. Johnson, John M. King, and James E. Shigley

 

The presence of fluorescence in diamonds has been for some time a subject of controversy in the trade.

GIA Gem Trade Laboratory (GIA GTL) researchers designed a visual experiment to study the effect of fluorescence on diamond appearance. 
'Observers in this study found blue fluorescence to have, at best, a subtle effect on color appearance and transparency,' said Thomas Moses, GIA GTL vice president of identification. The

study's results indicated that average observers, like those in the jewelry buying public, saw no

systematic differences in color or transparency with fluorescence.
 

In general, the strength of fluorescence had no perceptible effect on the color appearance of diamonds viewed table-down. In the table-up position, diamonds with strong fluorescence were reported to have abetter color appearance than those with less fluorescence. This study challenges the industry notion

that fluorescence has a negative effect on better-color diamonds. GIA's result supports considering each individual diamond on its own visual merits.

 

The Impact of Fluorescence in Diamonds: A Different Research Perspective 
Willi

 

The effect of ultraviolet fluorescence on diamond appearance has been hotly debated for at least the past decade.  With great conviction, some say that blue fluorescence of different strengths typically enhances a diamond's overall appearance. Others, as convincingly, say that it has a negative effect. To address this controversy, researchers at the GIA Gem Trade Laboratory conducted an experiment on the effects of long-wave ultraviolet radiation on the color appearance and transparency of gem diamonds.

 

The study's results support the age-old belief that strong or even very strong blue fluorescence can improve appearance rather than detract from it, especially in diamonds with faint yellow body color.

 

While the apparent benefits of blue fluorescence are less obvious in colorless to very near-colorless diamonds, they still were evident in the study.  This should bring into question the trade's lower 'bid' prices for moderate to highly fluorescent diamonds in the better colors.

 

The science of gemology is not just about spectral analysis. It is also about dispelling (or, in some cases, confirming) beliefs that have been perpetuated over the years, and about separating bias and tradition from reality in the gem industry