414-762-7111 | Serving the Greater Milwaukee Area
8645 S. Howell Ave. #300 Oak Creek, WI 53154
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By kelvinschro71118470, Jun 22 2019 09:13PM
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, Sep 19 2016 04:45PM
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, Aug 9 2016 04:45PM
A: The term "Ideal Cut" generally refers to cut proportions of a round stone which are mathematically correct in relation to light physics thereby allowing the stone to return entering light back to the viewer as efficiently as possible. Every shape of stone theoretically will have its own set of ideal cut parameters but those of fancy shapes (and occasionally even rounds) are scientifically debated from time to time, however most skilled gemologists do agree on certain cut angles and percentages of depth that yield consistently excellent results. Kelvin is a G.I.A. graduate gemologist and has many years of experience viewing, choosing, and grading loose diamonds and will be happy to explain the ideal cut parameters of the diamond you are looking for and help you to select the best one out of our many ideal cut stones.
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