Top 5 Marketing Lies

30 July 2020
Top 5 Marketing Lies
Don’t fall for the advertising !

There is no denying the huge impact marketing and salesmanship has had on the diamond industry. Used to distinguish brands and justify margins on wholesale prices, marketing has become key to the success of some of the largest jewellery brands worldwide. Unfortunately the rise of the internet and online marketing has widened the gap between fact and fiction. A worrying trend we are seeing is, marketing tricks being used to explain away characteristics of a bad diamond.Too many websites are effectively repackaging and remarketing undesirable diamonds that would otherwise go unsold, to unwitting buyers.

Another trick being used nowadays is making up terms and grades to charge higher prices.These brands introduce so much conflicting information to confuse fact with fiction so that the consumer ends up having no idea what to believe. This is why Bee’s Diamonds wants to clear up the facts so that you don't fall for some of the most common marketing tricks used by jewellers.

Here are the top five most common lies to watch out for:

1)    “Ideal Cut”

Have you ever been asked to rate an experience from 1 - 10? Have to ever responded jokingly with 11 to express just how amazed you were?  
Well this is what the diamond industry does when they introduce their brand specific “Ideal” cut grades. They have taken the top grade of GIAs rating scale and said that their own cut grade is superior.

But just as you can’t get 110% on an exam, brands can’t achieve a better GIA rating than “excellent”. In fact, the whole marketing stunt is used to repackage an excellent cut diamond and make you pay more for a diamond of the same quality.

The cut of the diamond is arguably one of the most important characteristics within the 4C’s as it dictates the shine and scintillation of the stone. This is why it is so important that you do your research and ensure that stone isn’t poorly cut under the mask of a brand specific cut grade.

2)    Fluorescence

Diamonds with fluorescence are those that carry a faint glow when placed under UV light. Whether it be through sunlight or high intensity lamps, UV rays are found everywhere so there is no avoiding its impact.

Diamonds with fluorescence are known throughout the industry to be of lesser value and quality. This is largely reflected in the price of the diamonds. Unfortunately, jewellers have spun a unique story to allow buyers to believe that fluorescence can actually improve the appearance of diamonds by making them look like a better colour grade. Lulled into a false sense of security, buyers end up believing that they are getting more for their money even though they are just receiving a diamond of poor quality.

If you are buying a colourless or near colourless diamond, fluorescence will absolutely not make the diamond look whiter or like a better colour grade. However, it will potentially make the diamond look milky or cloudy.

To learn more about fluorescence and how it can impact your diamond, check out our blog post at this link:

3)    Culet

The culet of a diamond is the small point at the base of the stone where the facets of the pavilion converge. Rated by the GIA on a scale from “none” to “extremely large”.

Culet affects light refraction within a diamond. A diamond with ‘none’ culet has the best light return, allowing for the most brilliance. In the past, diamonds were often cut with a culet. However, with the advance of better cutting technology, diamonds are rarely cut with culets anymore. It is universally preferred to have ‘None’ culets.

But this type of cut renders the bottom top of the diamond more fragile and susceptible to damage. Consequently, there are quite a few broken diamonds out there. These broken stones are often recut to have an open culet, and jewellers then have to get creative in the way they sell these stones. One of the most bizarre examples that we have come across at Bee’s Diamonds, is a jeweller who explained that it’s better to have an open culet as you know that it will not be damaged further. You can’t break something that’s already broken right?!
So if you see a modern GIA certificate saying anything by ‘None’ culets, be aware. It is likely that the diamond’s culet was broken and simply had to be recut this way. Our advice is to always look for diamonds with ‘None’ culet and stay far away from any diamond that is damaged in any way. With any high value purchase never compromise on quality as this is what will ensure your diamond upholds its value. Not only that, but it will also tarnish the symbolic significance of the stone.

4)    Inclusion Location

As with all things found in nature, no two diamonds will ever be the same. This is largely due to the unique fingerprint of inclusions that each diamond holds. These inclusions come in varying shapes, sizes and colours and can be seen throughout the entirety of the diamond.

Whilst there are ‘flawless’ diamonds on the market, inclusions are generally unavoidable in most stones. As a result, most buyers will focus less on perfection and more on how the dispersion of inclusions impacts the appearance of the stone. Unfortunately, some jewellers have taken advantage of the school of thought, ‘out of sight, out of mind’ by suggesting that diamonds that are eye clean are of higher value.

Whilst it is agreed that an eye-clean diamond is preferable to a diamond with visible inclusions, in actual fact it is the bare minimum requirement of any quality diamond. Buyers should actually prioritise a “table clean” diamond. Meaning there are no inclusions located within the table of the diamond. Don't allow a sales pitch to convince you otherwise or you’ll end up overpaying for your diamond.

Check out Bee’s Diamonds ‘Guide to buying diamonds - Clarity’ to learn more about how to avoid those pesky inclusions and get more for your money:

5)    Craftsmanship
Craftsmanship is so often overlooked during the purchase of a ring or jewellery item and is largely dismissed during the selection process. In actual fact, craftsmanship can make all the difference not only in the design but also in the appearance of the stone. After all, if you are going to buy a stunning diamond you have to have the perfect podium for it to sit on.

Unfortunately, because craftsmanship is usually not taken into consideration, it will most likely be the first place that jewellers will cut costs. Online diamond stores are usually the worst culprits of this. They create one sample ring displayed on the website with good craftsmanship and market based on that image. In reality, the rings are poorly manufactured and diamonds of varying sizes are forced into pre-made settings.

For example, BlueNile is a major online retailer with an established trustworthy brand for diamond and jewellery sales. They spend millions on their marketing and branding campaigns and as a result they charge much higher craftsmanship fees for the false perception of quality. We have had many a misshapen or broken ring brought to Bee’s Diamonds from their website that display shocking craftsmanship.

At the end of the day, it is always important to enter into a high value purchase with your eyes wide open. Do your research! Learn to identify the characteristics to avoid and never let a jeweller convince you that you should buy anything less than perfect. Only then can you avoid being overcharged for a diamond or conned into believing you are getting more for your money.

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