Not everyone knows that colored diamonds exist, and many who do don’t realize purchasing one is even a viable option when looking for the perfect stone. When trying to sell a fancy colored diamond, there are a few techniques you can use to make a case for these stones.
This may seem obvious, but it’s important to have a strong understanding of colored diamonds before trying to sell them to someone else. By being informed you’ll also know what an appropriate price is for the diamond, making both yourself and your client happy.
When purchasing a colored diamond, color is the most important of the 4 C’s. GIA certification is essential, so you can be aware of the color grade and share it with the client. However, there is more to the color than what the certificate says. There is a huge variation between stones with the same color grade, and you need to be able to explain this to your client. The more you know, the more confident someone else will be when buying from you.
Educate your customer
After you become comfortable with your own understanding of colored diamonds, you need to make sure you can relay this information to your client. You should be able to explain the difference between different color grades and help them improve their own eye. When they can see the difference for themselves, they will be more excited about the potential purchase. Further, it is important to educate your client about what is available, versus their expectations or desires. Colored diamonds are very rare, which means there is much less selection than when shopping for a standard diamond. Help give them an idea of what the market is for the stone they are interested in.
Focus on selling points
They are rare. The biggest selling point for a colored diamond is its rarity. Almost everyone has a diamond, but colored diamonds are unique and different. If a client is looking for something they haven’t seen before, you should focus on the rarity of a colored diamond.
They’re still diamonds. Even though they are colored, they still have all of the traditional characteristics that make diamonds so desirable. A colored diamond is still durable, it’s still beautiful, and it will still sparkle.
They’re not flashy. They are beautiful, they will sparkle, but they don’t scream out dollar signs. They are a subtle, sophisticated choice for someone who wants a valuable piece of jewelry without it being a symbol of their wealth.
Target regular clients
Some people are more open to something new if they are exposed to it over a period of time. If you show a client a colored stone they might not go for it the first time around, but it will still be in the back of their mind for the next time. By introducing the stones to someone you know you will see again, you are giving them a chance to think it through and become used to the idea. Then they might be more likely to make the leap the next time they’re on the market for something new.
This article was contributed by Frank Fisher.