DIAMONDS ABOVE JEWELRY
We as an industry need to disassociate high-end diamonds from their perception as a sentimental purchase, as well as the idea that diamonds are only components in jewelry. While many of the record-breaking fancy color diamonds were set in some sort of jewelry, often rings, no one considered these items jewelry. The rings themselves were very minimalist, serving only for presentation. The truth is that emotion does not sell top-quality diamonds! In order to sell top-quality white diamonds, even 1-carat diamonds, we are in need of a new paradigm — one that positions resale value in the center. Diamonds’ resale value derives from their rarity and desirability. Interest among potential buyers in diamonds should be the same as what they express for stocks, rare automobiles and artworks: they want to diversify, they want to know they can buy with confidence, and they need high-quality, transparent and detailed information about the item.
