Discuss Diamond Clarity to Customers

When it comes to the quality of a diamond, clarity is a key component of the 4Cs. According to the Diamond Council of America (DCA), clarity has a clear impact on the value of the diamond, since only about 2% of all gem quality diamonds are flawless. As a retail jewelry professional your job is to successfully match customers with a diamond that -- while less than perfect -- is perfect for them. Many costumers seek a balance between diamonds they find attractive and those they find cost-effective. The main objective is to make customers feel confident and proud in their diamond choice.

Use the Diamond Council of America’s expert tips to successfully sell diamonds and discuss clarity:

• Get to know your customer: Ask customer’s questions to determine what they want. Focus on discovering their emotional motivations for buying the diamond; pay attention to what they say and how they react (including facial expressions and body language).
• Consider the Type of Jewelry the Customer Wants: For instance, high clarity is more important for diamonds in rings, since they are likely to get closer scrutiny.
• For Quality-Conscious Customers: Present benefits related to rarity and high standards.
• For Other Customers: It may be better to focus on the diamond’s beauty and individuality.
• For Customer’s Concerned with Size: Suggest the possibility of trading a little clarity for a larger diamond at a similar price point.

Take The Tip:
Due to our special partnership with the Diamond Council of America (DCA), Jewelers of America members participate in an exclusive DCA membership program and receive discounts on DCA’s online training courses. The Diamond Council of America, one of only two accredited schools in the jewelry industry, offers professional online courses on diamond and colored gemstone sales. Click here to learn more.