Biggest Mistakes

The Fifteen Laws of Buying a Diamond

At Amidon Jewelers, we actually listen to our Guests, customers who have shopped for engagement rings in New Hampshire or Vermont – and beyond like Boston and New York.

We have heard some crazy horror stories.  Many people are actually afraid of jewelers…. Moreover, even more have had difficult experiences at other jewelers, missed deadlines, and finished rings they were not happy with.

That is just wrong.

As such, we have compiled a list of what we believe are the biggest mistakes that people make when buying a diamond.  From that comes Amidon Jewelers' Fifteen Laws of Buying a Diamond.

Rule #1: Deal with a specialist.

There are so many jewelers that have a general selection and nothing more than general knowledge when it comes to diamonds and engagement rings. Being a specialist does not mean you do something part time; you do it all the time. At Amidon Jewelers, we specialize in diamonds and engagement rings, and that is why we do it better than anyone else. Look, experience matters. You want to deal with a competent person at the counter.  Our Guest Relationship Managers are trained with the DCA (Diamond Council of America) Diamonds Course and many people in our organization have completed the Gemological Institute of America Diamonds and Diamond Grading Lab Courses.  At Amidon Jewelers, we are constantly training our staff to be the very best.

Rule #2: Compare With Other Diamonds Side-by-Side

Please do not make the mistake of buying a diamond without comparing diamonds and without seeing it with your eyes first. What you may read on paper or on the internet will only tell you part of the story of the diamond itself.  Seeing diamonds in natural light and in person is the only way to determine accurately which diamond is the most beautiful.

Rule #3: Find a jeweler that deals in top quality product.

The national (big box) jewelry stores do not carry a large selection of high quality mountings.  At Amidon Jewelers, we believe in high quality at a reasonable price.  We have shopped local and national competitors and know that we offer a great value AND a product that we can stand behind and that you will be proud to wear.  In addition, thru Amidon Jeweler’s affiliation with Preferred Jewelers International (PJI) we are able to offer a lifetime warranty that can be serviced at hundreds of the best Jewelers in the United States – Across the Nation.  We offer you the security of nationwide service and the promise of a locally owned Jeweler.

Rule #4: Look for a free lifetime guarantee.

You need to find a jeweler that offers a lifetime warranty, and one that you can use at home in the Upper Valley of Vermont and New Hampshire – and still use if you move to Maine or Texas.

Rule #5: Make sure you are getting a good deal.

If you do not want to overpay, deal with a jeweler that gives you the confidence that they are not over-charging for the diamond you are purchasing.  Amidon Jewelers offers the best Price, Quality and Experience!

 Rule #6: Find a jeweler that has access to diamonds beyond themselves.  Lots of Jewelers and web sites claim to be diamond importers.  However, for any company buying less than several million dollars of diamonds every year, this is either a false claim, or just an inefficient costly way to source diamonds.   At Amidon Jewelers, we have relationships with the vast majority of diamond cutters and finishers in the world.  Keeping an eye to always making sure that our diamonds are conflict free and responsibly sourced; we are a part of a buying group that is larger than the biggest jewelry chain.  This partnership gives Amidon Jewelers the buying power to source diamonds at the best prices and with independent assurance from Jewelers Vigilance Committee (JVC) http://www.jvclegal.org/and Preferred Jewelers International (PJI) http://www.preferredjewelersinternational.com/that all of our materials are sourced in compliance with US and international law and are conflict free and responsibly sourced.

Rule #7: Find a jeweler that is big, but not too big.

It is a good idea to select a jeweler with less than 10 stores. Maybe you think we are biased, but here is why we say that and this is a fact: a gigantic company cannot buy all the diamonds that they need and have the luxury to be extremely choosy. A larger chain ends up having to buy sub-par diamonds just to have enough in stock for all its stores they do not have the luxury or time to be as selective.

Rule #8: Deal with a jeweler who tells the truth.

What does that mean others lie or mislead? Well sometimes, the answer is Yes, especially when it comes to product and their competition. When a jeweler forgets the integrity and the ethics of the diamond business, well the decision is up to you then.

Come to Amidon Jewelers and we will make it easy for him to get it all done and easy for him to rock her world.

Rule #9: Do not buy a diamond based on price alone.

Her diamond is not like a camera that is manufactured; it is created by Mother Nature. Once culled from the earth, it is then perfected by master cutters to bring the beauty of the diamond to life.

There are many different things to consider when purchasing a diamond, any diamond, but especially your wedding diamond. Price is a consideration, an important one, but it is not the only one.

Rule #10: Never forget that this is about her and your love together.

Do not let a jeweler forget the whole reason why you are here in the first place. It is about her silly. It is about a lifetime of shared experiences that lie ahead.

The ring you purchase will be the ultimate symbol of that love, right? Moreover, we know you want to make an informed decision. But the process does not have to hurt, or be boring like buying insurance; it should be more like falling in love itself and whoever is helping you should give you personal attention.

Rule #11: Do not buy a diamond without a proper certification.

Many great labs will grade a diamond's characteristics. However, be careful not to buy a diamond where the certification is just a picture of the diamond, with no plotting of its characteristics. Many certifications also show an inflated appraisal value that is grossly misrepresented; so make sure you know what you are looking at before forming your opinion about the diamond.

Rule #12: Deal with a Jeweler that makes every effort to deal with Conflict-Free Diamonds.

Amidon Jewelers makes every effort to insure that all our diamonds we carry in our stores are Conflict-Free. We also insist every one of our vendors, all over the world, sign agreements with our buying organization (Continental Buying Group Inc.) and/or document every invoice, stating they have done their absolute best to supply Amidon Jewelers with diamonds that have gone through the Kimberly Process. Many Internet companies never see any of the diamonds they supply to their clients, and ship their diamonds through third parties. Some Jewelers just do not take the matter very seriously. At Amidon Jewelers, we do. We also have independent verification thru JVC and PJI – See RULE#6

Rule #13: Never buy a diamond on color and clarity alone.

We know there is a lot to think about, but we can help you.

Think about it, we are talking about a diamond that can be partially measured by shades of white with very tiny internal characteristics. There are things that are equally important, like the quality of the rough crystal and the cut of the diamond. Both of these reflect greatly on the diamond as well. Whenever a diamond buyer buys a diamond, they never commit until they see other diamonds side by side. NEVER.  Diamonds are a natural product, and as such, there is great variance in beauty from one diamond to another.  The professionals who cut, polish, and finish a diamond also lend both science and artistic skill to the process.  That is why two diamonds with exactly the same grade will look different and have different prices.  The cut and proportion of a diamond affect the price – often by more than 50% of the overall cost.  This is something that can only be seen with your eyes.

Rule #14: Never deal with a jeweler who will not show you a diamond under magnification.  Hand magnifiers are great, but most people are unfamiliar with using them.  Make sure your jeweler takes the time and effort to explain and coach you on how to look at diamonds with magnification.  Often using a microscope can be useful for customers in identifying the unique character of a diamond.   It is important to understand the value of the diamond you are buying and a scope can help with this.  In general, people are drawn to the most beautiful and sparkly diamonds.  Most often, this has to do with how the diamond is proportioned and faceted combined with a general lack of eye-visible internal diamond characteristics.  Looking at the diamond with magnification can show other properties of the diamond that are hard or impossible to see with the naked eye. 

Rule#15: Not Buying what you like because you have been bogged down by technical details or pressured by a salesperson:  It is your decision and you should buy the diamond you like.  Do not let any salesperson or self-proclaimed expert bully you into not buying the prettiest diamond or the diamond you really want for your future partner or yourself.  

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