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.

Selling Higher Karats of Gold

The public overwhelmingly believes that high karat gold is soft, and impractical.  Here’s how I explain karatage to inquiring shoppers:

Karat when spelled with a “K” means “per 24”.  10kt gold is 10 parts gold per 24.  Gold is very dense, and therefore wears for a very long time.  The more gold, the longer wearing the piece will be.  Lower karats were invented to give rigidity to light-weight pieces, so that’s why entry level jewellery is often 10kt and more expensive jewellery will be 18kt.  While higher karat gold will scuff easier, it’s also easier to repolish.  Equate 10kt gold to glass and 18kt gold to plastic.  Scratched glass needs to be ground-down to the lowest point of the deepest scratch in order to gain a flat shiny surface, whereas the heat and friction of polishing plastic redistributes (or “smooshes”) molecules around and more easily restores a high polish.  It works similar with gold.

When referring to Customgold white gold alloys, I also point-out that 18kt is advantageous over 14kt in that our 18kt white gold alloy is hypoallergenic due to the use of palladium rather than nickel.

Apart from my old grad ring, I personally have only ever worn 14kt and 18kt gold.  In my spare time, I’ve done a lot of woodworking, renovating and gardening.  I hardly ever take my 18kt ring off.  When it gets to looking a little scuffed a quick polish brings it back to original lustre.

Jewellery is a luxury item.  The higher karat, the more luxurious it is.  Sell-up to 18kt when you can to give your client the best possible jewellery experience!

Dear Justin …

If I understand your immediate question, I believe you’re asking me how ethical jewellery retailers who sell quality product can prove their integrity to their market. 

As trite as it sounds, I still believe that being a CJA member adds credibility to your business.  I will openly invite the CJA to dispute that an unethical jeweller can easily become a member of the CJA.  Regardless, their code of conduct and requirement to print;

The diamonds herein invoiced have been purchased from

legitimate sources not involved in funding conflict in compliance

with United Nations Resolutions.  The seller hereby guarantees that  these diamonds are conflict free, based on personal knowledge

and/or written guarantees provided by the supplier of these diamonds.

gives us something to live-up to.  If you are a Rotarian, member of AGS, CJG, DiGem or other organization, you should display their code of ethics or code of conduct in your store to invite your clients to compare you to these proclamations.

As far as selling jewellery that you’re proud of?  Hey, I think it’s a “Barnum and Baily World.”  P.T. Barnum said, “there’s a sucker born every minute.”  You can operate ethically, and sell crap-jewellery and make a lot of money.  Only one consumer option will have the lowest cost, all others have to sell on some other merit.  Any bozo can sell the lowest cost alternative.  Selling quality is a choice.  It takes knowledge, taste, class and skill to sell the good stuff.  If you’re committed to selling quality, keep up the good work and continue proving and reproving yourself to your clients.  Their experience with quality jewellery will create long-term raving fans.

It’s not the easiest path, but I believe the most rewarding.

Guest Blog from Justin Pelant of Ted Allen Jewellers

How does one rate the value behind ethically mined stones, or for that matter, products that one purchases for lifestyles, whether it be food or clothing?  The jewellery industry is held under a huge loupe (lol) while other industries can filter/sell whatever they want with no regard to the outcome.  IE: sweatshops, pink slime, etc.  When will the jewellery retailer have the backing to show that a quality, ethical product is available at your locally owned jewellery store?  

The local person also has ownership over whom they deal with.  The local owner will have to look into the consumers eyes when they sell a product.  The better the product, the easier it is to look into there eyes.  I have always had this motto.  I will not lie, cheat or steal and I will not tolerate those that do.  With this motto in mind, I’ve been able to look into the mirror and be happy with who is looking back.  I have seen too many people embarrassed by the products they carry.  You see it in every large market department store and those that have lost control of what they are giving to their customers.

Humor me Todd and let me know your thoughts on this pattern (borderline rant) on my end.  ENJOYING THE BLOG.

My response tomorrow…

Video Blog - Annoying Customers

Where to Jewellery's Annoying Customers and Kranks get their stupid ideas from?  Let's see...

It’s Been Fun

Okay, I know I made a public commitment to publish 300 posts in 2012.  I will continue writing, and am likely to accomplish my goal of 300 articles anyway.  After I complete my duties with Customgold and Courtney Gold in mid-May, I’ve decided to accept a position as business columnist with the Vancouver Sun.  They’re going to allow me to work out of home on Vancouver Island except for editorial meetings on Mondays along with the odd corporate function.

I’m sad to leave Steve and the gang at C.G., but this will allow me to spend more time with my family.  I’ll have a medical plan, pension and access to the Sun booth at Rogers Arena for some hockey games and concerts.

If you haven’t figured it out by now, it is April fools day.  I really enjoy serving you, and I think I’ll continue writing to y’all for a while, although there may indeed be a new development on the writing front announced soon…

Have a great day.