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Diamonds, Engagement Rings, Wedding Rings – Internet Vs. Retail
By Andy Moquin
Retail Jewelry Stores
A common belief is that all jewelers are out to get you and that you're going to pay too much for a diamond or engagement ring. This is true for all industries and businesses, not just the jewelry industry. There are good businesses and there are not so good businesses. There's always a chance to pay more than you have to when buying a car, electronics, jewelry, or whatever. The key is to do your homework and find a jewelry store that you know is creditable; sometimes a referral from a friend is the best place to start. Now it’s true that most jewelry store prices will start off listing higher than many of the on-line businesses, but you have to consider all things. Who will size your ring when it needs to be done? How much will it cost when you have it done? How long will you be without your ring? There is a huge amount of convenience when buying local because many jewelers do all their work in-house. This means no waiting and sometimes you can actually have your ring sized or altered on the spot. Imagine proposing to your girlfriend and then telling her she has to wait 2-3 weeks before wearing it because it has to be shipped back to the on-line jeweler for sizing!
Other benefits are the warranties that come along with the purchase from a local jeweler. I had a customer come to our retail showroom not too long ago with a ring he bought from Bluenile. He brought his fiancé in to be fit for the ring and we sized the ring for $75.00. 2 weeks later she came back and said that she chose to have the ring sized too small and needed to be sized again. Another $75.00! Now they're up to $150 in additional fees and they've only owned ring 2 weeks. Imagine the expenses you'll accumulate over the lifetime of the ring! Another issue is the replacement of missing diamonds; today's engagement ring styles are very complicated and can be set with intricate diamond combinations. These tiny diamond accents are prone to falling out. When you need to have a small diamond accent replaced you could pay $75.00 to $150.00 in repair costs. Do you see the repair costs adding up? Most local jewelers value your business; in effort to keep you happy they'll take care of any costs associated with the upkeep of your ring. If you think I'm being one sided don't worry, I have a lot of positive things to share with you about buying on-line also.
One of the other benefits of shopping locally is the ability to see and examine the diamonds before buying. A big misconception is that all diamonds are graded exactly the same way and that an SI2 on-line is the same as an SI2 in a store. Truth is that every diamond is uniquely different and some diamonds are better than others even if the grades are identical. There are good VS2’s and there are bad VS2’s how do you know which one you have? I’m assuming of course that you know what a VS2 is, if you don’t you can visit http://therealscooponbuyingdiamonds.blogspot.com and I’ll be happy to explain it further to you. You really need to see the diamond first hand and look at it under a microscope to be able to compare one to the next. You can have two diamonds graded exactly the same but one may be poorer a version of the same clarity grade because it was graded by two different people with different opinions. This of course greatly affects the value of the diamond and you’re not aware of it unless you see them first hand. Shopping locally empowers you by allowing you to compare one diamond to next in real life situations.
Now if you say “That’s all well and good but I still want the best deal I can get” and the bottom line price is still you’re biggest concern then simply be honest with the people you’re shopping with. Truth be known, most jewelers are flexible in their pricing. You just have to communicate your needs with them properly so they know where you stand. They don’t read minds and if you want the best deal you can get for a diamond then say that to them. You can’t get what you don’t ask for and nobody is going to volunteer this unless you ask for it. If you tell the local jeweler that you have been shopping on-line and you want them to match the price, they’ll probably do it. The best strategy is to bring the Internet listing from the website that you are shopping with and give it to the jeweler. Ask them to show you a diamond of the same size, clarity and color, this way you are comparing apples to apples. In some cases they’ll match the price and you’ll get the best of all worlds including warranties, service, price and convenience.
There are no magical formulas or pixie dust that allows one on-line jeweler or retail jeweler the ability to buy a diamond for less than their competitors. Retailers and on-line jewelers pay the same amount for a diamonds and the going rate is the going rate. So your local jeweler has the ability to sell the diamond at the same price as the Internet jeweler, you just have to give him reason to. The best advice I can give you is “Don’t make them jump through hoops”; if they’re going to give you a great deal don’t make them work hard for it. Otherwise they may lose interest in the sale and say "No Thanks!". Be honest and fair with them and you may be surprised at how helpful they can be.
Internet Jewelers
Ok I know you have been waiting for this, so here it is… Yes you can buy a diamond for less on the Internet! You'll also save the sales tax. But you need to know that not all Internet jewelers are created equal and you really need to become familiar
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