2. MISTAKE: BUYING ON PRICE POINT OR A DISCOUNT.
While comparison shopping in order to find the best value is a great idea, the lowest priced diamond of a given diamond grade is often the one with the worst cut. The smart choice would be a careful evaluation of the 4 C's and truly understanding how the price was calculated. Diamonds Direct Southpark will share how dealers establish price and give you industry education to allow you to know if it really is the best price. You will often find that prices at the retail level may vary more depending on the jewelry store where the diamond is sold, just because a diamond is discounted, doesn’t make it a good deal.
3. MISTAKE: ASSUMING A DIAMOND CAN BE BOUGHT WITHOUT PROFESSIONAL GUIDANCE.
Our goal at Diamonds Direct Southpark is to educate our customers, give them guidance and a superior selection to help them make a wise choice. The right expertise is critical to make that choice, It is very difficult for the average consumer to analyze a diamond as painstakingly as a trained gemologist; therefore your selection should be made from a reputable established store.
4. MISTAKE: MAKING A DECISION WITHOUT HAVING THE RIGHT SELECTION TO CHOOSE FROM.
Our outstanding selection makes it easy to compare many diamonds of different qualities without the hassle of going from place to place to try to compare different diamonds. Diamonds Direct Southpark offers the opportunity to shop with a true diamond importer without the middle man pricing. Why let a seller convince you to buy what he has from a limited selection instead of having the choice to purchase your diamond from one of the largest collections of loose and mounted diamonds in the southeast.
5. MISTAKE: BUYING A DIAMOND ON THE INTERNET.
Searching out companies selling diamonds on the internet is easy. Your initial reaction might be that these companies may be able to sell you a diamond for less money than a traditional “brick and mortar” jewelry store, reality is that rarely happens. Each web site competes with the other only on price; because of this many times the finest stones are not available. Another little known fact is that internet companies do not even stock diamonds; they gather readily available diamond databases from other companies and post these offerings on their site. In other words, they neither own nor have ever seen the diamonds that they are offering to you and in most cases the diamond won't be even available when you give them a deposit.
Additionally many consumers like to analyze the depth and table percentages of a diamond. Not even an expert can tell if a diamond is well cut by looking only at the numbers. No two diamonds, even when they have the same "numbers", handle light or "perform" the same. In other words, you have to look at the diamond and of course have the benefit of a trained advisor at your side. Then there is the next mistake…..
6. MISTAKE: NOT GETTING THE GUARANTEES AND CUSTOMER SERVICE YOU DESERVE.
Diamonds Direct Southpark has some of the best guarantees, warranties and service in the industry. We offer:
¨ Your choice of a FREE 14 karat yellow gold or white gold presentation mounting for your diamond.
¨ FREE lifetime ring sizing.
¨ FREE certification and insurance appraisals.
¨ FREE maintenance inspections.
¨ FREE cleaning and polishing.
¨ Lifetime upgrade policy without the limitations imposed by other jewelers.
¨ A full 30 day money back guarantee.
¨ 90 day price protection.
When you add it up, Diamonds Direct Southpark equals your best value.
7. MISTAKE: ASSUMING THAT A DIAMOND HAVING A LABORATORY REPORT IS AUTOMATICALLY A GOOD DIAMOND.
Just because the diamond has the report or “certification” remember, you still need a trained advisor to evaluate all of the characteristics. In life no one is perfect, labs can and do make errors in evaluations, why take chances buying a diamond without a trained advisor at your side. Couple that with our superior selection and you’re sure to find the perfect diamond.
8. MISTAKE: AN APPRAISAL IS NOT A GRADING REPORT.
Many times consumers make the mistake of assuming that an appraisal is report of diamond quality. A diamond quality report can only be issued from an accredited gemological laboratory such as GIA (Gemological Institute of America), EGL (European Gemological Laboratory), or the AGS (American Gem Society). These reports provide an independent analysis of diamonds characteristics and do not place a value on a diamond.
An appraisal is typically used for establishing a replacement value on an item of jewelry for insurance purposes, but can also be used for other purposes as well. These are usually done by the seller of the item and represent the opinion of the seller. The difference is that you are relying only on the word of the seller when purchasing a diamond without the independent grading report.
9. MISTAKE: NOT HAVING THE BENEFIT OF RISK FREE SHOPPING.
Diamonds Direct Southpark makes purchasing the perfect diamond as stress free as possible. Our trained associates are non commissioned so you don’t feel the pressure that comes with traditional salespeople. Our fantastic collection of loose and mounted diamonds combined with our assortment of the most sought-after designer looks, makes shopping easy, no more looking at endless pictures and web pages. You have a 30 Day Money Back Guarantee, 90 Day Price Protection, so stop looking and experience how Diamonds Direct Southpark is redefining value.
10. HUGE MISTAKE: NOT BUYING YOUR DIAMOND FROM DIAMONDS DIRECT SOUTHPARK!
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