The Ideal Store
As explained in our book, our ideal store offers the highest ‘value’ diamonds and bands at the lowest price. We define value as the combination of a ring that one’s girlfriend would love at a price the man can truly afford. Rather than judging what the diamond industry deems ‘valuable’ we gauge how a diamond looks and how a ring is styled to match the desires of the girl, without her knowing she’s being proposed to. Combine that with a reasonable price tag is ‘value’ and we sought to find stores where value was maximized.
The perfect store offers:
- An online option with an extensive selection of diamonds and rings, with no sales tax in most states.
- A retail store or by mail option to get the ring serviced, cleaned, resized, and re dipped (if white gold) all for free.
- A lifetime warranty
- Sells diamonds and rings separately and will ‘place the diamond’ in the setting in house for free
- All diamonds come with a printed certification from the AGS or GIA
- Salespeople who don’t work on commission
- Negotiable prices, or at least discounts if a wedding set and/or the man’s wedding ring is also purchased
- A no questions asked return policy in case things don’t work out, with a return period that is as long as possible.
- Merchant or bankwire discounts for online purchases
- Regular sales and coupons for mailing list members
- Additional freebees for loyal customers (free earrings anyone?)
- 100% value for diamond ‘trade ups’ if one wants a bigger diamond
- A long standing history as a business with high customer service marks
