by Allen Fogel

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The search for a diamond should be an exciting experience, for diamonds are all about love and romance and connecting with each other. The following is a guide to some of the secrets of navigating the complex diamond marketplace.

Education
• Use the Internet, bookstores, and local libraries as resources to acquire as much
information as possible.
• Supplement your information with the help of a highly trained diamond expert, who will be able to add to your practical understanding. He or she will show an assortment of diamonds that highlight the differences in carat weight, color, clarity and cut. A diamond’s cut has the largest impact on appearance, quality, and value.

Venue
• Understand that there are a myriad of venues from which to purchase your diamonds— many thousands in New Jersey alone. Also know that different retail operations —jewelry chain stores, department stores, wholesale clubs, mass merchandisers, and discount chain stores—each have their own unique styles of marketing diamonds.
• Realize that the small independent jewelry store is an excellent place for the informed consumer to secure a fine quality diamond at superior value.  Generally smaller stores are in the best position to interact with knowledgeable and demanding consumers.
• Be aware of businesses that advertise themselves as “wholesalers,” “wholesalers to the public,” or “direct diamond importers.  ”These are marketing terms that create an illusion that in most cases is unwarranted.
• Try to avoid the New York jewelry district and jewelry exchanges.  These environment are designed to aggressively promote low price by decreasing the diamond’s quality and hence supplying poor value. Qualified local New Jersey diamond jewelers are in a strong position to supply superior quality and value.

Jeweler Selection
• Find a diamond jeweler with an outstanding reputation in his local and surrounding
communities, one who has demonstrated the highest standards of honesty and integrity. He should enjoy the enthusiastic referrals of his customers and non-competing members of the jewelry industry.
• Select a diamond specialist with a large inventory of set and loose diamonds.  This demonstrates a jeweler’s commitment to selling fine diamonds.  Most jewelers do not inventory diamonds and instead rely on their suppliers to fill specific customer needs.  While this is not a bad practice, it may lead a jeweler to recommend an unsatisfactory stone because it was the only one he could find in the time allotted.
• Only accept diamonds that are GIA certified and very well cut. Do not accept any other type of certification and beware of jewelers that recommend a diamond that is uncertified.
• Listen to the way he makes his sales presentation. He should be committed to
educating his customers, should be consistent in his comments, and should verify
factual information that you have already gathered.
• Visit as many jewelers as you please.  Then, select the jeweler you want to
work with. 

Buying a fine diamond can be, but need not be, a daunting task. By following the
above-mentioned tips, an educated and informed buyer will be able to target and
finally select an exceptional diamond.  The best diamond jewelers have always had
the ability to make their customers’ shopping experiences both pleasurable and
memorable.

Remember, fine diamonds are not only an investment but are also all about love,
romance and connection.

Allen Fogel, Graduate Gemologist (Gemological Institute of
America) operates Kingsgate Diamonds at 32 Maple St.,
Summit; 908-273-8900. His fine diamond jewelry business
services clients in Northern and Central New Jersey.