Why do Retailers rely on certifcations and reports so much?
Well the answer is easy. It quantifies the piece they are trying to sell and helps justify their price points.
There is no retailer that will carry only uncertified diamonds. Most will carry an array of certified and uncertified stones, that way they can show the customer a reference point as to what their non cert diamond is.
The internet has also given every laymen a masters degree in any topic they would like to know about. So most people go online looking to buy a diamond and the first thing they see are listing sites like Nile and Allen. This gives them a great point of reference when negotiating and purchasing what they think they are being sold.
Certifications are like titles and specs to a car. When you go to buy a car, you wouldn’t even think twice about it if it checks out with Carfax. Same way, if a diamond has a certificate, it helps push a customer into buying the diamond.
As an educated person on the topic, I would highly encourage people to look up diamond prices for comparison and then find an expert in the field to navigate though the process. Many things will confuse you and it is almost impossible to argue with a sales person who is given a commissions check at the end of the month on the amount of jewelry pieces they sell.
One sad thing to keep in mind too – most sales people have no idea of the product they are selling. They are given a target price to hit and a quota per quarter to fill. Plus if you ever enter a retail space, most sales people are in high school or college, just trying to make a quick buck, not really caring about the end product that they are selling.
So take pride in your education and read up on everything you can before you purchase a diamond. There are so many options out there, so don’t be too hasty in your decisions.
Contact The Diamond Geek for your questions and concerns in buying diamonds and gemstones – no question is too absurd when it comes to spending your own money.
