old cut diamonds are fun and often less expensive

ALEAH

Aleah@Olympian

Diamonds.com

1-800-882-8900

I LOVE OLD CUTS!

JOKE

Get her a diamond so big you will need to get down on BOTH knees!

Robert V

This is my son Robert the 5th on his way to being a 6th Generation Jeweler!

WHAT SHOULD YOU LOOK FOR WHEN BUYING OLDER CUTS?!

Modern stones are cut for brilliance. Which means light comes in and light comes right back at you.

Old stones tend to be a little deeper - light comes in and your eye is more drawn into the stone; they're not as brilliant, but collectors of old diamond

jewelry have grown to love this softer, simpler path of light.

They're going to be chunky, but too deep is undesirable. Depths deep in the high 70 percents lose their appeal as they appear too small for their weight.

Information from Rapaport trade

magazine article by Phyllis Schiller and Michael Goldstein

Old stones are typically not white.

That is because most of the white stones we get in the market today come from Southern Africa - Angola, Botswana, Sierra Leone - and those mines didn't exist then. The older, yellow looking old cuts Stones were coming from Brazil and Venezuela.

Old stones face whiter than modern cuts. As a general rule old stones face one

or two color grades whiter. Because of their open culet, color is not trapped in the stone.

Old Mine Cuts

Look More Square!

Heavy crown

Very large Open culet

Very deep bottom

Very small table

Heavy, clunky look, facets not uniform

Old mine cuts were a product of the technology of the time. The diamonds, cut without the advantage of motorized machinery, followed the rough diamond's octahedral shape.

Until the late 1800s, this created mostly square or rectangular cushion-shaped diamonds. The shape of the old stones of that time was not uniform at all, even thought they have the same number of facets, 58, as the modern round brilliant.

Old Euro Cuts

ROUND LOOK

Open culet, but smaller than the old miner

Very small table

More even facets on the pavilion

Bottom half is short

In the 1900s, with the advent of motorized machinery, more evenly cut diamonds arose. It bridged the roundish old mine cut and the modern round of today. The main the difference between the cuts can be seen on the back facets. On the old European, they radiate out from a large culet pretty much evenly, like a pie would be, whereas the old miner has rays and then kite facets coming off the culet.

*A great thing about Antique Diamonds?

You can tell that they did not

come from CostCo!


Beauty never goes out of style

1.00 Old Euro Platinum Ring $2381!

Total price with Ring. Center is 1.00ct

Color is warm like most euros. Very pretty

.71ct 6mm HUGE! $798!

Make a cool ring. Big look for a low budget

1.32 GIA H SI1 Old Cut $6191 Total

GIA!!! Hard to find Old Cuts this white

60 depth 60 table

3.67 OLD MINER $23,751

Beautiful!

4.50ct Old Euro!!! $22,990 total

10.6mm Beauty

1.96 Old Euro In Estate Platinum Mounting

over 3ctw of sapphires and square cut

diamonds! $8968

1.51 WHITE OLD EURO

ONLY $981/ct!!!!

Very pretty, not eye clean. H color

FUN OLD EURO PAIRS!!

More FUN than Regular Diamond Studs

& often cheaper!

2.59 PAIR OLD EUROS Stunning $6700 total

2.09 PAIR OLD EUROS L VS1s $4500 total

1.15 PAIR OLD EUROS H VS1's $1950 total

.83 PAIR OLD EUROS BRIGHT! $425 total

.84 PAIR OLD EUROS GH SI1/2 $1075 total

.66 PAIR OLD EUROS Bright $455 total

.44 PAIR OLD EUROS ONLY $265 total

2.85 FANCY YELLOW

ANTIQUE CUSHION

$16,500 total

Spreads like a 3.50ct!

Huge Look

GREAT BUYS!

.25-50's OLD CUTS

.56 G VS1 $995 total 5.07mm

.45 GIA G SI2 $1495/ct 4.8mm

.48 GIA J SI2 clean face $552

.21 E SI1 $168 total 3.75mm

.25 H Si2 $275 total 4.25mm

.42 I I1 Bright $231 total 5mm

1.07 Old Euro $2485/ct

Beautiful Cut! J VS2 6.45mm

1.13 ANTIQUE CUSHION $2650/ct

cool old cut

1.53 J VS2 LOVE IT!! $5500 total

WHITE FACE. beautiful

.87ct OLD MINER G Si1/2

$1870 total

WHITE EURO RING! $3395

.92 Center H SI2+ eye clean

LARGE Diamond Halo Ring Included

1.87 K color clean $7700 total

Very Bright! White face

1.95 ANTIQUE CUSHION $7375

Eye clean. KL color faces like an H

1.81ct HI VS1 $9995 total

Big white & Clean. New!

I have more!!!

Call Aleah for Old Timey Prices! 1-800-882-8900

CANADIAN DIAMONDS Available for memo!

*I had never sold a brand before....... BUT once I saw the BRIGHTNESS of Canadian Diamonds I was SOLD!

Rio Tinto has diamond mines all over the world, yet they state that the Canadian Diamonds are consistently Brighter and Whiter!

"I believe it is VERY important for jewelers to have at least one superior brand in order to compete with Hearts on Fire or other branded diamonds. Plus, NORDIC FIRE IS LESS EXPENSIVE than almost most ALL other brands, since unlike other brands, they do not spend thousands on advertising."

"Certified diamonds are so popular because People want to feel good about what they buy. That is what the whole "Green" movement is about. Nordic Fire REALLY makes people feel good about what they are buying. 70% of workers are from the local Canadian community. Plus customers can go on-line and track their diamond from the mine, to the cutting centers in Antwerp, to them! Even with Hearts on Fire you do NOT know where your diamond came from!!! Now you have a story that will sell your diamond for you."

Aleah at Olympian Diamonds Chica

Tell the 2ND HAND Story!

Tell your customer many of the diamonds are estate or bought 2nd. This gives you a price advantage. Hey, it works for pawn shops. People perceive pawn shops as being cheaper, no matter what the price is because they have a strong value story.

*Tell the LOCATION Story!

Talk about how you just got back from Antwerp or Israel and that you partner with cutters to get the very best deals.

*Tell the QUALITY Story!

This is a tough one. To prove value in quality you must prove you offer a better bang for the buck. Do this by using words such as "when dealing with diamonds of this caliber" or "yes this might be a bit more, but the best always is!"

THE PRICE OF YOUR DIAMOND DOES NOT MATTER!

As strange as it sounds, the price of the diamond does not matter. They might tell you they saw a cheaper diamond somewhere else, but the more likely truth is that they are not sure what they saw. One

Never apologize for the price.

WHY?"It's all relative," says Shane Decker. "We thought gold was high when it was $200 an ounce, and we thought it was high when gold was $800 an ounce. Cars go up in price, and we don't talk about the price of tires and the price of steel."

HOW?Sell it on merit and romance and the reason, not the metal. "We sell hope, sentiment, memory, love, forgiveness," Decker says. "Make a big deal of the reason before you discuss the price."

PRICE DOES NOT MATTER!!!.....If you add value.

Jewelers: You are selling a feeling. A man will shop around until he FEELS like he got the best deal. The price does not matter, only the feeling of a deal. You do not need to lower your prices, you just need to figure out how to make your customer feel they are getting value. It is your job to create the feeling of value without discounting. Value can come from anywhere. It can be your expertise, your warranty, a story about the jewelry. Maybe the ring is the hottest new item, making it more desirable and adding value. Maybe you bought the gem as part of a large parcel or as an estate. Your contributions to charity in your community, your service, your relationships, all these add value! Sell your value and the price will no longer be important.

jeweler showed them a G Si1 the other a D Si2. How can the customer's compare.

Your customers really don't understand what a diamond should cost. What they DO know, is which diamond seller tells a better story. The jeweler who supposedly has the 'cheaper diamond' probably told them it was cheaper because he bought it 2nd hand, or direct from the cutter. That is why they think it's cheaper! The factory direct store just had a better story than you do. Stories are how we connect with people. To win the sale, you don't need to be cheaper, just be the better story teller.

STUDY PROVES THAT IT'S ALL ABOUT THE STORY!

A recent study in JCK by Anne Bowers proves that people pay different prices for the SAME ITEM based SOLEY on the story! She ran this experiment. She listed on-line 3 rings for sale. The listings were identical except for one thing. In one she said: she was selling the ring because she got divorced. Another said: she was selling the ring because she worked with her hands. The third said: I'm a jewelry store and we have excess inventory.

On average, with the ring from the store, people were willing to pay about $820. The one with the "hands" got $780. The ring from the divorce got $557. That's a huge discrepancy! Same ring, same diamonds, but what people REALLY BUY is the story.

YOU ARE BEING SELF DEFEATING

You know what your diamonds, gold, labor costs. In the back of your mind you know it is possible for another jeweler to sell for less, so you believe the customer when they say they saw it for less. You are being sell defeating. What sells is confidence in your prices, confidence in your value story.