| For decades, jewelers have had enjoyed the | | | | 2) At least G color |
| position of being the "keepers" of the knowledge | | | | 3) VS2 clarity but I do not want to be able to |
| about diamonds and gemstones. They stood | | | | see anything under the microscope |
| behind jewelry counters and shared little tidbits of | | | | 4) Must have a GIA grading report dated in 2006 |
| information about jewels to shoppers. The jeweler | | | | with Excellent cut grade |
| seemed to be talking down to the shopper, | | | | 5) No fluorescence |
| making them feel as if they should be grateful to | | | | 6) At least Very Good for polish and symmetry |
| even be in the store or touch the precious gems | | | | 7) Girdle has to be Medium (nothing more or less |
| in the display case. | | | | will do) and faceted |
| This monopoly of knowledge went hand in hand | | | | 8) Laser inscribed with the GIA number |
| with the monopoly of supply. The only way you | | | | 9) Must be able to take to an independent |
| could purchase a diamond or precious gemstone | | | | appraiser who agrees with all grading |
| was to buy in a jewelry store. The prices were | | | | 10) I need it in two days |
| artificially high with markups of 100% to 300% of | | | | Their parting remark is that they are shopping |
| wholesale costs. The factors that differentiated | | | | these same requirements with twenty other |
| stores included the ornate decorations, the fancy | | | | retailers and are going to buy from the one with |
| display cases, and elaborate storefronts. Life was | | | | the lowest price. |
| simple and very profitable for the jeweler. The | | | | This is the jeweler's nightmare because this is not |
| shopper came in, the jeweler said this is what you | | | | how their business works. Their jewelry store |
| should buy, and the shopper paid the price | | | | caters to the impulse buyer who will come in, see |
| because they had no other options. Can you recall | | | | something beautiful and buy with only a few |
| any poor jewelers before the millennium change in | | | | encouraging words from the sales clerk. Spending |
| the year 2000? | | | | hours of work to find the specific diamond the |
| It was about this time that the most feared word | | | | shopper wants and then paying the shipping and |
| in the jeweler's vocabulary began to change the | | | | insurance to get it shipped next day is just more |
| industry forever. That word was Internet. | | | | work than they want to do for a sale. Instead, |
| Suddenly there were competitors springing up | | | | they complain and wish for the return of the |
| who could supply diamonds and jewelry delivered | | | | good old days, when Ma Bell controlled the |
| to your door, often at prices lower than could | | | | telephones, gas was 59 cents a gallon and the |
| support the high overhead of the jewelry store. | | | | secrets of the diamond industry were safely |
| However, the greatest fear was that the hidden | | | | behind the jewelry counter. |
| knowledge of diamonds and precious gemstones | | | | Fortunately, for diamond and gemstone shoppers |
| was available to any shopper who wanted to | | | | there are a new breed of diamond retailers |
| spend a little time researching online. | | | | available who not only encourage diamond |
| The jeweler of the past said here is what I have | | | | education; they enjoy working with shoppers who |
| and which one do you want to buy? Then came | | | | know exactly what they want. These diamond |
| the knowledgeable shopper armed with printouts | | | | brokers have access to the diamonds on the |
| of online diamond advice. Instead of simply asking | | | | wholesale market and know how to find diamonds |
| for a one-carat diamond, the shopper now has a | | | | that meet the shopper's requirement. Best of all, |
| detailed list of requirements that all but guarantees | | | | the diamond brokers have much lower overhead |
| that nothing in the store will meet their | | | | than a jewelry store so can find the exceptional |
| requirements, regardless of the price. | | | | diamonds at very low prices. |
| It is common for a diamond shopper today to | | | | The competitive marketplace always seems to |
| say, "Here is what I want and I expect the | | | | produce sources for services and goods that |
| lowest price in the country." Then they present | | | | consumers demand. The online diamond broker is |
| their list of requirements for their round diamond: | | | | well suited to serve today's well-knowledgeable |
| 1) Carat weight exactly 1.27 because our first | | | | and demanding diamond shopper. |
| date was January 27th | | | | |