TD Sales Tip – Teach your customers about the real impact of fluorescence on a diamond’s appearance

95 % of Indian solitaire buyers want a none fluorescence stone. Most of them believe that a fluorescence stone is one which is milky in appearance.

And because their customers are adamant on buying none fluorescence diamonds, most jewellers are also looking for none fluorescence stones.

Can’t blame them can we? After all they have to provide what the customer asks for.

Not really. The blame still lies entirely upon them. In fact, most of them are letting go of a great business opportunity.

They need to take the blame because most of the diamond education in this country has been done by jewellers. And therefore, the jewellers are solely responsible for the fluorescence related education of their customers or the lack thereof.

A few of them are probably not aware of the true affect of fluorescence. But all in all they have simply decided to take the safest route by deciding to just stick to none fluorescence stones and not bother with fluorescence diamonds at all. As if fluorescence stones are from some other mysterious world and should be avoided at all possible costs.

Jewellers are not interested because customers don’t want it. And customers don’t want it because jewellers are not trying to sell them. This intertwining has created a perfect vicious circle
which has ensured that nobody wants anything to do with fluorescence diamonds.

And now for some hard facts

Fact 1 – A thorough study was conducted by GIA in 1997 to test the affect of fluorescence on the appearance of diamonds. This results of this study suggested that fluorescence makes very little difference.

Fact 2 – Fluorescence stones are rarer to find and are priced lower than none fluorescence stones.

Thanks to facts 1 and 2, there is clearly a business opportunity if a jeweller can convince his customers to buy fluorescence diamonds. He will be able to buy and sell for lower prices. And at the same time, he will not have to worry about competition as none of the other jewellers will be capable of selling fluorescence diamonds.

He will also need a source which can offer him an inventory of fluorescence diamonds.

With TradersDiamonds, you will have a sizable inventory of fluorescence diamonds. We are not prejudiced against fluorescence stones. We have always tried to educate jewellers about fluorescence diamonds.

And now we will help you convince your customers as well. For this we will rely upon the findings of the GIA study. We have a copy of the study report and we are willing to share it with anyone who wants a copy. We suggest you read through it. Having done that you will be in a better position to explain the affect of fluorescence on the appearance of diamonds to your customers. If required you can even share the report with your customers. GIA is the world’s foremost authority on diamonds and we are confident that customers will trust their assessment.

Armed with the knowledge to sell fluorescence diamonds and an inventory of such stones from TradersDiamonds, you will soon start to sell fluorescence diamonds on a regular basis.

The opportunity is there. Some of our customers are already benefitting from the pricing advantage and selling fluorescence stones regularly.

You can do the same. Sphere: Related Content

Diamond Selling Tips – How jewellers can use SMS updates of Hot Diamond Deals

The response to the SMS updates of HOT DIAMOND DEALS has been pretty encouraging thus far. We have sold a few stones listed as the deal for the day and there have been others who have signed up to receive the updates. Someone even called to inquire for the deal and ended up buying something else.

But what warms our cockles more than anything else is the discovery that some jewellers have started forwarding the SMS updates to their regular customers on an ongoing basis and in the process they have managed to create new demand for themselves.

Thanks to the slow market demand, jewellers are not too keen on buying for stock, irrespective of the attractive prices of the Hot Diamond Deals. The only way a sale can happen is if the final decision maker, the end customer, finds the offer attractive and decides to buy.

The SMS process ensures that end customers – people who are the real decision makers and are interested in good deals, come to know about a good offer immediately. They can take a call quickly and the jeweller can go ahead and buy the diamond.

This is exactly what happened in most of the cases where the diamond in the Hot Diamond Deal got sold.

The jeweller provides an additional service and customers have been responsive.

What one can do, everyone else can do.

Some of the jewellers have shown the way – effectively starting an SMS deal updates for their set of customer.

It’s time for other jewellers to give it a shot. Sphere: Related Content