Local Jewelers benefit from educated consumers

Local jewelers are benefiting once again from the desire of the jewelry shopping public to make high end diamond and jewelry purchases in person. The novelty of buying at perceived discounts online from diamond brokers is waning. It’s a bit ironic that the same internet technology that brought us e-commerce and enabled us to buy diamonds online is now bringing the type of quality diamond information to consumers needed to understand that buying sight unseen, even from reputable shops that sell strictly graded diamonds, can be risky.

Now if you have a proven and trusted relationship with a jeweler and they are familiar with your tastes and just as concerned about meeting your expectations as you are, exceptions can be made. In those instances buying sight unseen from these personally tested and trusted sources is a choice that many make. I have a number of clients that have moved and yet still choose to use us as their diamond and fine jewelry source because that experience and trust is there. But the so called “family jeweler” or your buddy’s “NY connection” is rarely ever going to have your best interests in mind. You are far better off finding a diamond or jewelry coach—one who will show you how diamonds are graded, what to look for, how certain diamond characteristics influence the stones value and appearance—than the place to get a “diamond deal.” Use the internet to shop for diamonds and jewelry, but if at all possible, give yourself and opportunity to evaluate the item in person, with help, in varying light conditions and with other items to compare and contrast.