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Q: Is a brand name diamond any better?

kelvinschro71118470 • Sep 19, 2016

A: Shakespeare said it best… “A rose by any other name would smell as sweet”. Meaning in this scenario the only things a designer name will add to a standard 58 facet round diamond are a fancy title, and usually a much higher price! Many jewelers choose to sell brand name traditional round diamonds because they hope they can convince the average customer that the branded diamond is somehow superior to the one that’s not. The cutting houses promote their branded diamonds by giving jewelers special incentives and advertising tools to build this misconception which in turn makes both of them more profit. One will see most brand names applied to ‘ideal cut’ round diamonds because with modern cutting technology nearly any cutter can achieve exceptional proportions, so each cutter must make their ‘ideal cut’ sound more appealing than the other guys ‘ideal cut’. The best advice is to ignore the sales spiel and name of the product. Instead compare universal quality aspects such as cut proportions, clarity, color, and cut grades, polish, symmetry, and fluorescence making sure everything is ‘apples to apples’ i.e. nearly identical. Preferably the compared stones should be graded by the same lab, and make sure it’s a recognized and accurate lab such as GIA. The ‘ideal cut’ GIA certified round diamonds I carry are not branded because this saves our customers unnecessary expense. I tell my customers jokingly “I’ll help you choose the perfect diamond with qualities that are important while saving you money by not selling you one with a fancy and useless title. Once you get it home feel free to call or name it whatever you want which won’t make it any different than the one with the fancy title you could’ve bought at my competitor for 20% more.” Lastly keep in mind that not all cutter branded diamonds are smoke & mirrors IF the proprietary title pertains to a patented or unique fancy cut such as a ‘Radiant Cut’ etc., or if the diamond has special attributes such as it’s a Canadian mined free trade & conflict free stone.

By kelvinschro71118470 22 Jun, 2019
We have moved to our brand new store near the intersection of Peutz & Howell. We will be open Tuesday June 25th at 10:30pm. We look forward to serving you there!
By kelvinschro71118470 29 Nov, 2018
Click on the link below to check out all the new Christmas & Holiday Jewelry in our Flyer!2018 CHRISTMAS SPECIALS
By kelvinschro71118470 22 Nov, 2017
Follow this link to our Holiday Sparkle flyer 2017 http://online.flipbuilder.com/plqz/ilee/
By kelvinschro71118470 19 Oct, 2017
Built super tough and made for the outdoors Bertucci watches come with proven Miyota (which Citizen also uses) and Swiss movements, heavy duty straps (made in the USA), either sapphire or hardened mineral crystals, and a variety of case materials and dial treatments to choose from. And best of all they start at ONLY $65.00!
By kelvinschro71118470 02 Oct, 2017
By kelvinschro71118470 02 Aug, 2017
We have been happy to provide you with Chamilia bead charm jewelry over the past few years yet unfortunately the company has changed and support for retail vendors like us is no longer their top priority, therefore we have decided it is time to close-out the line to make way for other new and exciting ones.We still have a large selection of Chamilia product left and are offering it to you at a phenomenal wholesale cost special:Buy any 2 beads and get 2 more (of equal or lesser value)FREE! Or Buy any 3 beads and receive a bracelet FREE!Note that we are still able to order bead charms just not from the Chamilia line.
By kelvinschro71118470 07 Feb, 2017
Our Valentine’s Day sale is going on now through the 14th. Find a special gift that says I love you from our vast and beautiful jewelry lines. Sale prices are from 15% to 25% off in stock inventory, and check out the following link to our exclusive Valentine’s Day flyer.www.bercojewelry.com/promotions/2017 Valentines Day/index.html
By kelvinschro71118470 01 Feb, 2017
Stop down and visit us this Saturday the 31st from 9:00 to 3:00 at the Oak Creek Community Center for the annual Bridal Expo. We will be handing out coupons at the show with exclusive bridal jewelry sale specials! Attend the show, receive your coupons, make note the following promo code, then stop in our store to take advantage of the savings!PROMO CODE: OCBX17http://www.occenter.com/calendar.html
By kelvinschro71118470 22 Dec, 2016
TWO days left to stop in and find the perfect gift. We still have a vast selection of new & exciting inventory which is sure to please and make this a year to remember, and all at fantastic sale prices of 15 to 30% off through Christmas! Follow this link to view our beautiful new Christmas Jewelry in our 2016 Holiday Flyer! www.bercojewelry.com/promotions/holidaywishbook/index.html
By kelvinschro71118470 21 Nov, 2016
A: All quality aspects are important however the least to be concerned with is clarity provided the inclusions / imperfections are not terribly eye visible, impeding the flow of light return, or pose any detriment to the stones durability. Color and cut are pretty much equal in importance and will strongly effect the immediate impression you’ll have of a given diamond. Cut proportions too far from ‘Ideal’ will diminish the light return of the diamond, and color grades below H will start to become increasingly obvious (yellow, brown, etc.) to most human eyes. I would also like to note that carat weight although not exactly a quality factor will affect price just as much, but compromising quality to gain a bit of size within the same budget we find most people regret later. A fine diamond is much more impressive and holds its value more than a larger one that's ‘meah’… mediocre. The blog previous to this one elaborates more on these issues and may prove helpful to you as well.
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