Saturday, 7 April 2012
Three Clarity Grades – Tested and approved!
Remember a week ago Monday when I suggested that we should have three clarity grades? Some mistook my intention for pricing based on three levels, but my intention was to suggest selling three levels of clarities; each of which have different price-points within based upon traditional grades. To review the video, click HERE.
At a restyle and design show this week, I had a client ask about buying a diamond which had “nothing visible to the naked eye in it.” When it came down to price versus size and I showed her a beautiful SI2 just slightly larger than what she told me she wanted. She confirmed this diamond as both “amazingly beautiful” and “eye-clean”. She didn’t need any more info than that. That was the extent of our 4-Cs presentation.
She had a clue about what she wanted in diamond quality. We were having so much fun personalizing the style to suit her that diamond quality became a secondary concern. I’ve spoken with many of you who have had similar experiences. Bravo. Give yourselves a pat on the back.
Once again, I don’t encourage being evasive about diamond quality information. Give it as needed, but always quickly return to romancing the design and the occasion.
I want you all to recognize and appreciate when and how you make sales without commoditizing the diamond. Every time that successfully happens, talk about it with your coworkers. Every time a sale gets side-tracked by the paralysis of analysis, and the diamond becomes commoditized, talk about that too. Work toward more of the former and less of the latter.