Rafael del Molino

Rafael del Molino

CEO and Founder at 2Shapes

Top 3 tips for selling a diamond

The first step in selling a diamond is to generate confidence in your customer. A diamond is valuable, and you must convey confidence to your customers. A good way to do this is to show mastery and control over the subject of diamonds in this case.

Know and explain the 4C’s

Talk a little about the 4C’s: color, cut, clarity and carat weight. Most people will never see the diamond in a lab, so the explanation can be superficial just to let your client know what determines the diamond’s value, price, and main characteristics.

Knowing their characteristics will help customers focus on one of them. In addition, speaking this language builds confidence and empowers you to sell engagement ring diamonds.

Which C is the most important for your customers?

Once they understand what the 4Cs mean, the next step is to know which C is most important to them. Prioritizing the 4Cs will help you quickly eliminate some diamonds from their search.

Too many choices confuse. And a confused mind doesn’t buy.

When you are evaluating all the options, you will find it difficult to decide between one or the other. And when you have made up your mind, you are still left with the question of whether you could have chosen other options that are more satisfactory or more suitable for your case. Therefore, you are not completely 100% sure that you have chosen the best option.

We recommend that if your client is on a tight budget, it would be better not to focus on Carat or Color.  

Ensure your customers understand the difference between diamond shapes and diamond cut quality.

The quality of the diamond’s cut determines the performance of the light as it enters the diamond. Depending on the light path through the diamond, it will appear darker, unattractive, or lighter. Diamonds with a good polish optimize the light better and will be brighter. The higher the quality cut, the more valuable it is.

On the other hand, diamond shapes are also known as “fancies”. Based on their shapes, fancies have also had their names; the best known are round, princess, emerald, Asscher, marquise, oval, radiant, heart and pear. The shape also affects the price; Round is the most expensive, followed by Princess, Emerald and Asscher.

Let your customers know that not only the 4Cs drive up the price of a diamond but also the “fancies”. The latter just depends on the current trend.

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