I'm sitting here in our diamond showroom after meeting a customer who just left moments ago.
I had the opportunity to show him some beautiful ideal cut diamonds.
This guy was initially set on buying from a local jeweler.
His research on the net for loose diamonds was purely supplementary to his focus and objective of ultimately buying from a certain "brick and mortar" jewelry store.
In the end, he realized he could do much better on the net for diamond quality and price and made the decision to take the plunge.
Right now he is probably canvassing a few Internet diamond dealers and although I gave (hopefully) a good accounting of our company, I have no idea what his decision will be ultimately, except to say that he most certainly will wind up buying online.
We had a very interesting conversation regarding the effect the Internet has had on the sale of diamond engagement rings and jewelry.
While the Internet has certainly taken away some of the "romance" (sometimes loosely translated as ignorance ;0) ) from purchasing diamonds, it has not actually turned diamonds into a commodity just yet.
An interesting point this gentleman brought up, is the way that some Internet diamond stores choose to market their diamonds.
He made the point that although the Internet has become known as the place to find great diamonds at great prices, there are those who have clearly decided to push the envelope even further and will consistently promote their diamonds as being "the cheapest" or "the best deals" etc. almost to the exclusion of focusing on the diamond or jewelry items actual merits, quality and beauty.
While the fact that the razor thin profit margins for diamond being sold on the Internet is certainly a truism and a boon for the consumer, how about when a company advertises their diamonds as being "cheap diamonds" or "cheap wholesale diamonds" or "dirt cheap diamonds" etc?
How might that effect the psyche of the consumer?
"Dirt cheap diamonds"..............effective advertising for diamonds??!!!
Well, maybe if the slogan was accompanied by the photograph below!!
"Dirt Cheap Diamonds......Sounds like ---- And Looks Like It Too!"
This customers position was that at some point you enter into the law of diminishing returns when Internet companies continuously harp on price..price...price..in this kind of extreme and exclusive way.
He indicated to me that as a consumer looking to buy a diamond on the net, he is obviously looking for a "great deal" on a great diamond.
However, there are other factors and considerations as well.
He doesn't wish to entertain the notion that he is in possession of a "cheap" or "inferior diamond" and indicated that the Internet vendors who make him feel this way have no shot at earning his trust and business.
I found this to be a very interesting approach with tremendous merit.
In fact, we recently blogged on the "too good to be true" syndrome with the pricing for loose diamonds on the net.
Our prices for loose diamonds are assuredly from the lowest on the Internet and our actual profit margins razor thin.
However, we would never market our beautiful diamonds and jewelry as being "dirt cheap" or any other connotation that makes it sound like we are selling crud.
We actually showcase every one of our in-house diamonds (and all database diamonds upon request) with a plethora of scientific data and information, including actual photos, which demonstrate these diamonds to be the finest and most brilliant diamonds on the market!
Our custom engagement ring settings and jewelry have deservedly garnered praise from our thousands of satisfied customers on the Internet!
Our diamonds might be cheap to buy.....but there is nothing "cheap" about them!
About Excel Diamonds
ExcelDiamonds.com is your trusted online jeweler for the finest hearts and arrows ideal cut diamonds, wholesale loose diamonds, diamond engagement rings, and custom made jewelry.
We are a 4th generation, family owned and operated diamond and jewelry manufacturer, selling our Signature SuperbCert hearts & arrows Diamonds, AGS ideal princess cut diamonds, designer settings by Vatche, custom 'Tiffany' rings, loose diamonds and jewelry directly to you over our website at the lowest prices on the internet.
Call us toll free at 866-829-8600, or log on to www.exceldiamonds.com and let us make your dream a reality!
