As you have said yourself, you also have never heard something about the Rapaport Diamond Report. I can assure you that there is an endless number of customers in the same situation. If the
customers claim this transparency, of course the jewelers are forced to practice alike. It is very simple for customers to buy a wristwatch for example. They have to decide on a certain model and
know already the prices in advance. It doesn`t matter if you are in Zurich, Geneva or St. Moritz, generally the prices are the same. At this point a jeweler has no room and if yes, than only
downwards because every customer expects a goodwill from his jeweler these days.
The present situation with diamonds is slightly different, as there is an enormous lack of information and notably no price guidelines for final customers. This is the reason, why they can ask
practically any, and partly even fantasy prices. The final consumer is helpless. Let’s imagine Mrs Doe and Mrs Raymond would have both an identical round brilliant, 1.10 carat, the best colour D,
the best clarity FL (lupeclean and also externally flawless), Cut, Polish and Symmetrie excellent, which is also the best, of course no other hidden flaws like a tinge or a milky appearance and
proven by a GIA-certificate. Mrs. Doe has paid according the current Rapaport Diamond Report a total amount of US$ 26’100.- including VAT, Mrs. Raymond paid for an identical diamond US$ 39’000.-
. Mrs. Raymond’s diamond is of course much more expensive, but it does not become better. However you can see how much profit is possible; as long as the customer does not insist on this price
list, this is a lucrative and highly profitable business for the jeweler.
Of course everbody would be glad and would not refuse, if a client is willing to pay a higher amount than mentioned on a price-list. We pursue another strategy and offer our customers
additionally the opportunity to “upgrade”, which is only possible if we provide highest transparency of prices.
Recently we had again such a situation. A customer has bought with us a pair of earstuds, 2 round brilliants, 0.75 carat each. After a certain period the clients wife had the feeling, that these
earstuds were to small and tried in our boutique a bigger pair (1 carat each). The satisfying solution for that lady was easily found. We have deducted the previously paid price of the smaller
earstuds from the price of the bigger ones and our client had just paid the balance inbetween. As I pointed out before, doing an upgrade will never be an issue, if you act with such a
transparency as we do, and if final customers obtained a real value.
When it comes to special or unique designs admittedly pricewise a significant portion of labour is involved. First you must have an idea, and often you start with a prototype, which is a
time-consuming process. In my opinion earstuds are no design pieces; here any price can be derived from the used diamonds, which can be disclosed precisely towards any client. For this reason it
is not a problem for us to provide this „upgrading“option; of course the customer has to pay the surcharge, but in addition he has always the possibilty to go up one step further.
You have to be careful with such a statement. In the past many sales persons in our branch made such promises and persuaded customers to buy; when these clients decided one day to resell those
acquisitions and realized their real value, they were completely disappointed about the whole jewelery buisness. The resale caused often enormous losses. Whenever you purchase a product for a
fair price you will minimize that risk, but honestly, I think that statements made about investments are always highly captious. If you invest for instance your money, and the consultant is able
to predict a concrete future-profit, I always wonder why he shares that secret and does not collect the full proceeds on his own. In the entire luxury branch, and this is valid for other products
as well, emotions should stand in the foreground.
But, if emotions are involved , I can only recommend to keep an eye on the price performance ratio. This is, as already mentioned, nowhere easier than with diamonds. I can only repeat myself and
give you the advise to insist on the current Rapaport Diamond Report; if you purchase your diamond of desire regarding carat weight, shape, colour and clarity pricewise based on that report, at
the end you will have both: a beautiful jewel, and a a proper value; both you will enjoy for a long time.
Indeed, the clarity plays, as well as the other criteria, an important role. If a diamond is loupeclean, you cannot see any inclusions under a 10-times microscopical magnification. Not only the
proportions, but also the clarity of a diamond can affect the brilliance. Generally it can be said, that this type of optical interference will not appear up to a clarity grade of VS2; below this
grade (SI1 – small inclusions)the brilliance of a diamond can be affected and in some cases as well negatively influence the colour, which is even visible by eye.
Very important; Here we have numerous criteria which might reduce the price and should be respected. The Rapaport Diamond Report is based on A3 diamonds and for this type any comment regarding
the clarity, for example inclusions like “Knot” or “Cavity” , are not allowed. Every professional will gladly explain you all about these criteria, but at this point it would stray from the topic
as it pertains too much to Gemology. We use mostly the category of A1-A3 diamonds and the guidelines for A1-A2 stones are even more strict.