Everybody loves to be buying or wearing diamond rings, and at such a considerable investment, there are many things you should be aware of. There are many tricks and near scams that even 'reputable' jewellers will employ, and many of them have become so commonplace, they are to expected and many retailers believe them to be marketing tactics. Here is a look at some of those sneaky tactics some jewellers employ.
Bright White Light. This is the most common trick employed by jewellers. All their jewellery and particularly diamonds are always shown under bright white light, making them appear many more times brighter than normal. It is advised to ask if you can look at the diamond under normal conditions. At least you will not be disappointed after you purchase and wear. A small and common trick that is very misleading.
Grade Bumping. By law, diamonds are to be graded very strictly, but some jewellers may change the clarity and color grading slightly. This can mean a huge jump in price. Make sure your diamond comes with a grading certificate from a recognized and indepentent authority.
Fraction Up. On some rings, you will only see a label that says ¾, for example. You should know the exact amount in decimal points. Some retailers will say a '0.69' carat diamond ring is '¾'. If they will not give you the exact weight with a certificate from an independent and reputable valuer, then you should walk right out of the store.
Laser Drilling. Many diamonds are laser drilled to remove carbon spots and improve the shine of the diamond. You should ask your dealer if this is the case. This is something you cannot afford to ignore. Essentially you are buying something that it isn't. And again this is why you should even consider getting a second appraisal before buying an expensive diamond.
Setting. Many jewellers will hide flaws in the diamond by managing how the stone is set in the ring. Where possible, and especially if you are buying a large diamond, you want to see the diamond separately. If the diamond is already set in the ring, ask them to remove it. They should have nothing to hide. If it is an expensive diamond, the small cost of resetting the ring should not be an issue for the retailer. Just agree if it is the same standard you will be purchasing.
Inflated Prices. This is a very common trick by many retailers. Make sure you know the regular prices. If you know that the prices are normally sitting very high, you can always get a discount. Retailers will often have sales where they claim large discounts, but this is only because they have already inflated prices.
Bogus Certificate. This is something you should also be on the look-out for. Just because you see a certificate does not mean that you should not be checking up on that. This is a particularly sneaky trick to fool consumers. The certificate should contain all the information you need to research and track down those details.
As you can see from these, many 'scams' are a part of ordinary selling techniques. There are many more and much worse. Except for the 'bogus certificate', all of the above examples are very common, and are actually very misleading for consumers, although common ways to make you feel good about your purchase – until you get it home that is. Diamonds should be investments, and so take your time to get good quality stones and rings.
