When you walk in, you’re going to see a lot of names you won’t recognize and/or pronounce such as Bvlgari and Faberge, and there will be terminology used that you may or may not be familiar with such as clarity, total carat weight, bezel cut, etc. It’s okay. An experienced staff is there to walk you through the maze.
The first lesson an experienced buyer or gemologist will tell you is to not approach buying your diamond as if it were a commodity. Approach it like you’re buying a piece of art — follow your emotions. What catches your eye? What do you find the most eye-catching, beautiful piece? Everything about this whole experience of marriage is about relationships and emotions. Why should buying the ring be any different? It’s not like buying a VCR.
Your bride to be is unique and so is every diamond. Keep that in mind. Use all your senses. Look at the rings. Touch them. Feel their beauty. Consider how women approach shopping. They involve their senses. They walk into a store and appreciate the look, the smells, and the feel of shopping. They inhabit the experience. That can’t be replicated over the internet. You can’t exchange emotion for technology in this instance.
Of course, different people will take a different approach and that’s okay. Walk into a store and feel things out. Talk to the sales staff. Follow your instincts. Do you feel comfortable? Does the staff seem trustworthy and knowledgeable? Are they concerned with your overall buying experience or do they seem more interested in making a sale?
If you select a reputable store, there are many advantages. First, they are likely to have a master goldsmith on staff. This is a good thing. Chances are that between the buyer and the master goldsmith, they are inspecting and re-inspecting everything that comes in and out of the store. And, he/she can also create custom settings if you select a loose diamond or bring in your own stone(s).
Don’t think just because you don’t have the family fortune to invest that you can’t work with the experts. They are used to working with people of all different budgets and incomes. It’s okay. These people want to build a relationship with you. They know that if they help you with your $2,000 purchase today chances are that you’re going to come back for holiday gifts, anniversary rings, etc.
Again, it is about having a relationship. If you purchase a ring over the internet, where do you take it for cleanings and/or repairs? Many jewelers won’t touch a ring that hasn’t been purchased from them.
Okay, so now you’ve established your relationship. Now what? Have you discussed ring preferences with your significant other? Do you know if she prefers princess cut to radiant? Emerald to marquis? Chances are that she has a strong preference towards something—she has probably given this some thought over the years. Of course, if you are working with a reputable store and make a purchase she isn’t pleased with, you can always exchange that solitaire for dream cut she adores.
“They all look the same, how will I choose?” Sit down and really take a look. After awhile, you will have that “aha” moment where you go, “that’s the one!” In the case of diamonds, size really doesn’t have anything to do with beauty. Believe it or not, each diamond is like a piece of music. As you pick them up and twirl them between your fingers, you will notice how the lights plays off each one in a different way, in a different rhythm. You’ll feel the music. One will speak to your heart just as she did.
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