Superior diamonds at a better price

by Iiro Suokko

I used to be a jeweller among many others that compete against each other on price, product range, business location, customer service. New contacts in Antwerp, the US, Australia and Russia have changed all that over the past three-four years. Instead of a standard range of a jeweller's wares we can today offer diamonds of superior quality in jewellery of our own design and as a result we are selling more at a better price.

This change was brought about through learning of the importance of the cut of a diamond that had gone unrecognised, underestimated or shunned in over the counter sales at least if not also in the production of same. My earlier misguided thinking was replaced by a new awareness of what really brings out the beauty of a diamond.

A corresponding change took place in our customer service. Customers are today seated at a table for an informative session on what they should expect of a diamond for their outlay, They peer down an Ideal-Scope, a FireScope and a Hearts & Arrows loupe at a range of diamonds and examine DiamCalc images on a computer screen. In a while, by and by customers understand the value of the value of a good cut in the finished product. Our new approach attracts new customers and if a stone of 0.25 ct. was a big one we are now selling diamonds of up to a carat. In the near future we hope to expand into new areas in the country.