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

Domestic consumption of diamonds double in last 3 months - time for gold jewellers to make the most of India's growing growing craving for diamonds

The Economic Times reports that India’s domestic diamond consumption has doubled from 2% of the total production to 4 % of the value in the course of the last 3 months.

The article attributes this growth spurt to the crash in diamond prices owing to the global economic recession. As a result of the crash, a lot of manufacturers resorted to desperation selling, leading to an almost 15% drop in prices. But that has been followed by an increase in prices owing to a severe shortage of goods. This shortage was caused by the lack of production (owing to unstable pricing) and high rough prices. The growth in consumption, therefore, has happened in spite of this price increase and that makes the increase in demand an even bigger story – for everyone involved in the diamond business in India.

The robust growth is something that every jeweller in India needs to take notice of. The ones who are already doing well in solitaires can pat themselves on the back; for being well positioned to harness the growth, while the ones who are not dealing in diamonds might as well get started before the boom passes them by.

I say solitaires and not just diamond jewellery because the report also mentions that there has been a significant increase in demand for expensive diamonds which are more than 1 carat in size. Diamonds are no longer just an embellishment for the gold jewellery. More and more customers are looking to buy solitaires and big ones too.

So what does it take for a gold jeweller to become a diamond jeweller too?

It takes an inventory of loose diamonds, solitaire designs, a display of pieces, a few artisans who are trained in solitaire setting and a sales force with good knowledge of diamonds.

A gold jeweller can get all of these under one roof at TradersDiamonds without having to spend too much.

With a crest of strong consumer demand to ride and a readymade solitaire solution on offer, has there ever been a better time to be in the business of selling diamond solitaires. Sphere: Related Content