Why would a consumer want a branded diamond?

This question seems to be coming up a lot lately.

It deserves a complete and thorough answer.

There is a revolution taking place in the way that diamonds are being bought and sold.

The excitement is spreading from the grassroots to the very heights of our industry - from the consumer to the sales associate clear on up to the Diamond Trading Company.

It is called diamond branding. And, for lots of reasons it’s here to stay.

Why do people desire diamonds at all?

Diamonds are extremely emotive and highly prized. Every diamond presents an amazing kaleidoscopic view of our world. They are the ultimate talisman. They are an exceptionally beautiful and meaningful way to pledge love and commitment. They are milestones of important life passages. Commemorating the past, present and/or future - diamonds are timeless.

Diamonds connect us to one another as well as to the ages.

How have diamonds been sold?

Diamonds have become dangerously commoditized. Their beauty is most often described in a sterile jargon of rarity factors: the 4C’s - Color, Clarity, Carat and Cost. This information is neither full disclosure nor complete knowledge.

As a consumer, how can you know if a particular diamond will look Brighter, Bolder, Bigger, Better and more Beautiful than any other diamonds?

Price has become the lowest common denominator. Armed with certificates and price lists, consumers stumble through an exasperating gauntlet of internet sites, TV shopping networks, outlet malls, in-flight magazines, upstairs offices and discount retailers in their search for the biggest bang for the buck.

Even in the best cases, flashy big ticket items are typically sold by highly experienced experts and professionals using only arcane lingo. Despite the information overload, the diamond business remains scary and intimidating to modern consumers.

How sad is that?

Why do people desire brands in general?

People buy brands for a host of reasons that primarily make shopping easier and more satisfying. Everyone knows that generic items are worth less. We also know that people spend less if they are uncertain and afraid. Successful brands take away that fear and uncertainty.

Brands are held to the highest standards. Brands represent consistency of quality. Brands are continually tested by popular acclaim and approval. Brands build trust. Brands provide a comfort zone. Brands are familiar. Brands bestow bragging rights.

Above all, brands offer consumers peace of mind.

What are the secrets of diamond branding?

Successful diamond brands, like all good businesses, are created the old-fashioned way. They are painstakingly constructed from the ground up. They are born of innovation. They forge ahead one step at a time. They are built by hard work. They are built by focus. They are built by adding real value.

They are distinguished by having a unique story to sell. They are fueled with passion. They push people’s desire buttons. They thrive on consistency. They thrive on healthy partnerships. They thrive on raving customers. They are sustained by reinvestment.

Who reaps the benefits?

The promotion of brands makes the pie larger for all. More brands mean better choices and opportunities. A predatory price-driven diamond market does not guarantee a bright future for anyone in any way.

Retailers already have a rich tradition of branding their stores through partnership with leading jewelry and watch brands. Diamond brands provide a strong distribution network that allows more consumer access to actually seeing and handling the merchandise they wish to own.

Brand shepherding protects the value of consumers’ investment over time. Specialized sales training, product knowledge and compelling retail theater ensure informational and consistent hands-on presentations, resulting in meaningful and memorable shopping experiences for consumers.

Last but not least, diamond brands are good for diamonds!

Diamonds come in all shapes, sizes and colors. Inside each stone is inherent beauty. This beauty can only be realized through proper cutting. All diamonds deserve to be handled with the utmost pride, care, reverence and joy.

Innovative brands assure us there will always be just the right diamonds to suit anyone's taste.