Jewelry Boca Raton

Buying a diamond engagement ring can be a complicated process.  There are so many different diamonds to choose from!  Each diamond is unique in its own way.  It’s not like buying a watch or handbag where there are different models.  Each diamond is different from the next.  To better understand diamonds GIA has created the 4 C’s.  They are cut, color, clarity, and carat.  Cut is the shape of the diamond, color is how colorless the stone is, clarity refers to the amount of imperfections in the stone, and carat is the weight.  The first thing you learn when learning about diamonds is the 4 C’s.  However, with the abundance of information online today, it seems everyone is already educated in the 4 C’s.  It used to be your local jeweler would explain all this to you when you went in to buy a diamond, but now customers are smarter.  They already know what to look for in a diamond.  Since most bridal customers know what they want, there now has to be a fifth C: confidence.  Jewelry Boca Raton.

Bridal customers are driving business for jewelry stores in 2015.  Without a thriving engagement ring business it is hard to make it as jeweler.  They bring business not only from the sale of the actual engagement ring, but from add-ons like wedding bands or matching earrings.  Also, the fiance might want something for himself, maybe a watch or bracelet.  Getting the bridal customer has a domino effect.  Also, with more states legalizing gay marriage, more people are getting engaged!  This opens up a market to a whole new customer.  And with more people unfortunately getting divorced and re-married, it gives the jeweler an opportunity to sell to the same person more than once.

This is where the fifth C confidence comes in.  Buyers want to be confident that what you are selling them is legitimate.  Diamonds are not something everyone understands.  It is very easy for a jeweler to deceive a potential customer into buying something worse than it seems.  With diamonds, you can hide imperfections and represent the stone to be better than it actually is.  That is why GIA created the 4 C’s and is why customers have gotten smarter.  Clients need to be confident that what they are buying is what they want.  Some may want a larger stone with less quality, and some may want a smaller stone with better quality.  These days, you can usually find what you want within a budget as long as you are willing to sacrifice somewhere.  If you want better color maybe the clarity doesn’t need to be so good, or you want a big stone but you’re not worried about the shape.  Knowing exactly what the customers wants and being able to deliver it for them is important.  This will give them confidence in you and will hopefully translate into a sale.