This week a local client told us that she was shopping at a jewelry store for diamond stud earrings. She asked for certified diamonds and the jewelry storeowner told her not to get certified diamonds because they were so much more expensive. He said it was his job to save her money and non-certified diamonds were the way to do that.
Here is what the jeweler forgot to tell the shopper. The price difference between GIA graded diamonds and non-certified diamonds should only be the cost of getting the diamonds graded. This is only about $50 to $100 for most diamonds and depends on the carat weight of the diamond. Any remaining price difference can usually be attributed to the non-certified diamond being a different quality than the corresponding GIA graded diamond. In other words, the true quality is not as advertised or there are attributes such as poor cut, laser drilling, fracture filling, or fluorescence that have not been disclosed. Typically, it is the color and cut of the diamond that are lower because those tend to be harder for shoppers to identify under the intense jewelry store spotlights.
Look at it from the jeweler’s perspective. If they could price the diamonds a thousand dollars higher with a GIA grading report, they would. Instead, they buy cheaper, lower quality diamonds and advertise them as being something better, or neglect to disclose all the characteristics of the diamond that impact value. The jeweler is counting on the shopper wanting a “deal” rather than the truth.
If a client really wants to know the quality of the diamonds they are purchasing, we recommend they purchase a GIA grade diamond, which provides the most accurate description of color, clarity, cut, carat weight, measurements, fluorescence, and any treatments.