Guest Blogger:: Mr. Greg
Everyone seems to have a certification company. “Yes, ma'am, this diamond has an "H" color, and it was certified by the XYZ Certification Company in Florence, Arizona.” Does it mean it’s credible? Is it worth the paper it’s printed on? Maybe, and maybe not.
In purchasing a diamond, now more than ever, you are buying an appreciating asset. Throughout history, monarchies were financed by their crown jewels. In 1976, National Geographic Magazine reported that the crown jewels of Iran served as backing for 75% of all Iranian currency.
Unfortunately, many certification companies grades are not accurate. Below, you will notice that there are two sets of diamond certificates: this time representing certification for two separate diamonds, a 5.08 carat and a 5.00 carat. However, both are for the same stone. Pay particular attention to the clarity and color grades assigned.




It’s interesting that a jeweler would sell a client a diamond that has an incorrect certification. As a jeweler, you would be expected to know the difference, right? I invite you to read an interesting article on this challenge from last year's Molina Magazine. It is titled “Your Crown Jewels”. Click here to get to the e-copy as I strongly suggest reading it before you purchase any diamond.
The main question I have been asked is “how does this happen?” The answer is simple. People want to know that they are getting a “good deal.” Good deals are a state of mind, and are rarely in fact a good deal. We deliver value beyond price. Remember, you are buying an appreciating asset. Can you imagine anyone silly enough to buy a Chevy with a Bentley grill, and pay $200,000 for it?
The same is true with discounting. How do you know the ring is 25% off? Has the jewelry store ever sold the ring you are looking at for the full retail price? Is it always “on sale”? Then it’s not a sale. It’s simply clever marketing.
Your Diamond Guru,
Mr. Greg
Greg works for Molina Fine Jewelers in Phoenix who is proud to be a member of the MRSter FabUlist.