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Princess Cut Diamond


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Hello experts, first and foremost I would like to say that purchasing a diamond is more tedious than purchasing a house or car. When I first started looking several months ago, I was amazed at the wealth of information and misinformation that is available. I truly have a better appreciation for all of you who work hard at your craft.


I saw the following (description) ring last night in person, and wanted your opinion. Please advise:


GIA Certified Princess Cut Diamond

Carat- 1.23

Color- F

Clarity- VS1

6.05 x 5.96 x 4.14 mm

Depth- 69.5%

Table- 77%


She wants it set in platinum (of course lol) with a pave (tw .50) cathedral style setting.


Opinions? Thanks.

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Hi Phantom,

It's a shame that your experience ( so far) has been tedious.

I agree that there's a bunch of bull which one needs to sort thru to find a reasonable seller.

It's quite the same at our level.

Once you find someone you're comforable with, it should get easier.


The specs for the diamond you saw seem fine IF you loved it, and felt comfortable with the seller.


What is the price?

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The tedium of diamond shopping is a relatively new phenomena. The problem is mostly the Internet and with ‘certified’ diamonds. These have given people an illusion of confidence without actually delivering on it and smart shoppers know it.


Back in the day, say 1950, the way you would buy a diamond was to go to a trusted source, tell them that you wanted a diamond ring and they would fix you up. This actually worked pretty well in most cases. People would find the jeweler by referral from their friends, the jewelers were usually high profile members of the community and they took their reputations VERY seriously. Jewelers who did crappy work or who misrepresented things quickly found themselves out on the street looking for different work. The way a jeweler would differentiate themselves from their competition was by craftsmanship and customer service. When you bought from one of these stores, you knew the jeweler, you possibly even knew his family, and you chose him based on that knowledge.


This changed drastically in the 60’s and 70’s with the rise of television, the shopping malls and suburbia. Large chains did very well and advertising was the key talent to bringing in customers, not craftsmanship or ethics. Some of those old-time jewelers were still out there but they weren’t really doing very well and the mall stores really thrived. Downtown locations fell out of favor and people stopped getting their referrals by talking to each other and started getting them from the telly instead. You knew, or at least felt like you knew the company and the workers were basically interchangeable.


In the 90’s the rules changed again. This time it was the Internet. People wanted to get their information online and they are happy to consider any jeweler in the country, maybe even in the world. It was (and is) a bold new world where it’s all about the products and the companies became interchangeable as well.


Each of these has it’s strengths and weaknesses but the problem with this incarnation is that the consumer is taking on the burden of knowing the difference in the products. They are told that it’s easy, that diamonds are a commodity and that everything of import is on the ‘certificate’. A quick google search for ‘discount certified diamonds’ produces 1.8 million hits from dealers who are mostly arguing that the jeweler doesn’t matter, the cutter doesn’t matter, even the miner doesn’t matter. The only differences are the price and the cert.


This seems to be evolving yet again. There is a growing group of Internet dealers that are using the old time strategy of building relationships although these relationships have a weird cyber feel to them because they exist through the forums, email and similar quasi-personal contact. The pitch is that their diamonds are better because they are applying expertise above and beyond what you see on the lab report and that buying from THEM will result in a better purchase. They have on hand better equipment and techniques than the best labs had 30 years ago and they aren’t promoting their wares as cheaper, they promote them as being better. The experience is way closer to buying from a 50’s boutique than from a 90’s ebay merchant even though it generally occurs at long distance and much of the communication is via the Internet.


Every one of these strategies is still in use in pretty much every marketplace along with warehouse sellers,TV infomercials and others. Who’s surprised that it can be frustrating to sort it out? The messages are terribly conflicting and the customer is required to make a difficult decision between them. Here’s the key. Decide if professional advice is worthwhile for you and, if so, how you plan to choose which professionals to listen to. Dealers, labs, appraisers , authors and others are all vying for your trust, all are being paid for it if they succeed and you must involve one or more of these in the process. They do not always agree. The exact breakdown between these is different for each deal and each person but in every case it boils down to the credibility of the people involved. They are NOT interchangeable and the whole process becomes far less frustrating if you approach it from this direction. First choose your dealer, then the diamond, not the other way around.



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