In diamond sales we are told not to call diamonds rocks. I'm here to argue just the opposite! After all, what is a rock? A rock is something stable, solid, dependable. Isn't that what couples look for when they commit to each other? When a man gives his love a diamond he issaying I will be your rock. He is saying that this world is big and crazy and dangerous, but I will be here for you. I will be your rock. And how does a he promise to be her rock? By giving her a rock! This perfect analogy is missing in diamond sales. Comparing diamonds to the rocks that they are, may be the best way to sell engagement diamonds. When a man gives his true love a rock, he is promising stability, dependability, and most importantly, security. Men do not realize how important security is to a woman. A man does not clench his keys tighter as he walks to his car on a dark night. That's one reason why Facebook is so popular; for the likes. The 'likes' help women feel secure. What can make a woman feel more secure than receiving a diamond?! It's eternal and represents his willingness to sacrifice for her. Her rock symbolizes his eternal love; a physical reminder that she carries with her always. When selling a diamond, you can also reassure the man that he is buying a bit of security for himself as well. A man can feel secure knowing that anywhere he goes diamonds have value. House and stock values fluctuate, but gold and diamonds have always had real tangible value the world over. They are a secure purchase lasting for generations.
Jewelers are told we need to sell emotion. We are told we are not in the jewelry business as much as we are in the love business. The problem is love over used. People love a cup of coffee or a pair of shoes. How can we sell true love when the word love has lost so much meaning? On the other hand, if we sell security, we offer something very powerful that is less abundant. When showing a diamond, remind the guy how meaningful this purchase is to her. How every time his woman looks at her hand (which is about a million times a day), she will feel secure. In every sense of the word this diamond will be her rock.
People might think that selling jewelry seems frivolous when there is cancer, war, and hunger in this world, but really it's just the opposite. In this chaotic world we could all use more stability. We could use a rock. The next diamond that you show, try selling it as the rock that it truly is.
In diamond sales, we are told not to call diamonds rocks. I'm here to argue just the opposite. After all what is a rock? A rock is something stable, solid, dependable. Isn't that what couples look for when they commit to each other? When a man gives his love a diamond, he saying I will be your rock. He is saying that this world is big and crazy and dangerous, but i will be there for you always. I will be your rock. And how does a man promise to be her rock? By giving her a rock! Maybe this symbolism missing in diamond sales. Maybe this idea could be benifcial to us as jewelers. When a man gives his true love a rock, He is promising stabitily, dependability, and most importantly security. Men do not realize how important security is to a woman. A man does not clench his keys tighter as he walks to his car on a dark night. Security is extremely important to a woman. That's why Facebook is so popular. For the likes. Many women are insecure and vonerable. The 'likes' help them feel secure. What can make a woman feel more secure than a diamond?! It's eternal and the giver had to spend a lot of money on it, proving he is willing to sacrifice for her. It calms her when she is afraid, she can touch it and know she is loved. She knows her rock symbolises him. He is her rock. When selling a diamond, you can also reasure the man that he is buying a bit of security for himself as well. A man can feel secure knowing anywhere in the world he goes diamonds have real value. You do not always know what your house is worth or stock is worth, but gold and diamonds have always had real tangible value. They are a secure purchase lasting for generations.
Jewelers are told we need to sell emotion. We are told we are not in the jewelry business, but that we are in the love business instead. The problem is love over used. People love a cup of coffee or a pair of shoes. How can we sell true love when the word love has lost so much meaning. On the other hand, if we sell securtiy we offer something very powerful that is less abundant. When showing a diamond, remind the guy how meaningful this purchase is to her. How every time his woman looks at her hand, which is about a million times a day, she will feel secure. In every sense of the word this diamond will be her rock.
People might think that selling jewelry seems frivolous when there is cancer, famine, war, and hunger in this world, but really it's just the opposite. In this chaotic world we could all use more stabilty. We could use a rock. Next diamond you show, try selling it as the rock that it truly is
| 
