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People pass a jewelry store in their travels, and like magic, they stop to stare at the window display of diamonds. Often, they enter because there\u2019s just something very alluring about diamonds.<\/p>\n
What is the magic formula, then, that will move a person from simply gazing at your diamond jewelry to leaving your store as a customer after having purchased it from you?<\/p>\n
Most of the work convincing people that diamonds must be part of their lives, and incorporated into their milestones, has already been done. In 1947, De Beers essentially created the tradition of a diamond engagement ring, and although nobody was certain that it would last, it has. Establishing a rule-of-thumb standard of two-months\u2019 salary as a sign of commitment to the marriage was another stroke of genius. Few people consider an engagement ring expense as a poor financial decision, and many women do indeed equate the size of their engagement diamond with the degree of their fianc\u00e9e\u2019s love!<\/p>\n
In general, people regard diamonds as an expression of value. As Martin Rapaport, chairman of the Rapaport Group and founder of the Rapaport Diamond Report, so eloquently put it in his article, \u201cSpiritual Sparkle<\/span><\/a>,\u201d (June 2006):<\/p>\n \u201cWe are not really in the diamond business. We don\u2019t sell the diamond; we sell the idea behind the diamond. A woman wants you to give her something that doesn\u2019t have immediate functional utility because that means that your relationship with her is beyond pure functionality. The emotional, altruistic aspect of the relationship is what is most important.\u201d<\/p>\n Any number of reasons will bring customers to seek out a jewelry store with a singular interest in diamonds. Engagements, of course, but fiftieth wedding anniversary celebrations are often punctuated with diamonds for both men and women, and a current trend promotes single women buying diamond solitaires for themselves as a statement of strength in <\/span>not<\/em> <\/span>being married. People restore family heirloom vintage jewelry and add diamond baguettes, for example. Diamond earrings are a frequent gift to young women of a certain age, and there are those who will procure diamond-studded collars for their beloved cats or dogs. The idea of a diamond as special and gift-worthy is indeed long established.<\/p>\n A customer\u2019s reason for buying diamonds may be clear, but what is less evident is what influences a customer\u2019s purchasing decision.<\/p>\n Because many people know about the \u201c4Cs\u201d \u2013 Color, Clarity, Cut, and Carat, you, as a diamond jeweler, need to be clear in your presentation of how each factor impacts on the quality of a diamond, its beauty, and, of course, its price. <\/p>\n In addition to the 4Cs, there are others factors which many customers will consider before buying a diamond:<\/p>\nThe Impact of Lifecycle Events<\/h3>\n
A Customer\u2019s Need for Information<\/h3>\n