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

How to use fluorescence to help identify a synthetic diamond

The natural diamond is on the left and the synthetically treated one on the right. Check out the distinct difference in fluorescence.

A natural diamond that fluoresces will typically display a blue fluorescence to long-wave ultraviolet radiation and weaker, often yellow fluorescence to short-wave UV. An HPHT-grown, synthetic diamond will usually fluoresce yellow to yellowish green to both long- and short-wave UV, with a brighter reaction to short-wave UV. The synthetic diamonds' different crystal growth structures show up as a distinctive cross-shaped pattern to both long- and short-wave UV. Check out the images above to understand the difference.


Courtesy GIA
Sphere: Related Content

Now understand diamonds better - GIA to provide more detailed information on fluorescence of diamonds

In an effort to help educate the public about the common, but little understood, phenomenon of ultraviolet (UV) fluorescence in diamonds, the Gemmological Institute of America (GIA) will include, effective immediately, additional information describing fluorescence and its properties in every GIA Diamond Grading Report and Diamond Dossier® that carries a diamond fluorescence description of medium or stronger. A separate four-color insert addresses the most frequently asked questions about fluorescence, explains its properties in easy-to-understand terms, and includes comparison images of diamonds in both natural and UV light to illustrate varying intensities of fluorescence.

“Some diamonds show fluorescence and some don’t,” said Thomas M. Moses, GIA’s senior vice president of laboratory and research. “Fluorescence is the emission of visible light by a diamond when it is stimulated by invisible UV rays. It is a common characteristic of diamonds. The diamond simply glows under the UV lights, usually a blue color, which most often stops when the energy source causing it is removed.”

For more than 50 years, GIA has indicated the presence of diamond fluorescence on its diamond grading reports, but described it on the report as an identification characteristic only — not a grade, Moses said. The five terms GIA uses to classify the intensity of a stone's fluorescence are: none, faint, medium, strong, and very strong.

“This insert will help the public better understand diamonds in general, which gives them more confidence and knowledge when making a decision about a diamond,” he said.

The above is from a GIA press release. The fluorescence parameter and its impact on the quality of diamonds is generally not very well understood; and not just by customers but by jewellers too. The GIA move will do a world of good in educating everyone about the same.

More glory to GIA and more power to educated and informed diamond selling and buying!!! Sphere: Related Content