#1 WHAT IS A CERT
Many customers demand
a cert but they do not even know what one is! Remind them that the purpose of a certificate is to "describe
the gem." That is all. It does
NOT insure quality.
#2 IT IS NOT A WARRANTY !
Many customers feel a certification
is a guarantee or warranty. It is not! All MAJOR LAB REPORTS STATE:
"This certificate is NOT an appraisal, guarantee, or warranty."
#3 IT IS NOT A SCIENCE
Diamond grading
is NOT a science.
It simply reports
the professional OPINION of that
grader, at that time.
Ask your customer "If all a cert is, is just the opinion of one gemologist, on one particular day, why should it be so important?"
#4 SAME LAB DIFFERENT GRADE
I have framed on my wall copies
of CERTIFICATES WITH DIFFERENT GRADES on the same diamond, from
the same lab! You should too. Show these to your
customer. Even the best
labs can give different
grades to the SAME stone.
Why should a cert be so important if it is so volatile?
Tell your customer "Even within
a lab, there is a range of opinions
on grades! This shows grading is
open to interpretation. However I will personally spend time with you showing you the actual diamond so you can be the most informed buyer."
You're the Expert!
Remind your customer that all a cert is,
is the opinion of one gemologist. Why is
that person's opinion valued higher than yours?! You are the one who has had a
store that contributes to the community for the
last 30 years. You
are the one with all the good reviews.
In fact you have
years of actual on
the job jewelry experience where
the lab tech does not! Ask your customer "Why the stranger sitting in a lab somewhere is more qualified to grade a diamond than you are?" "Why should we pay a stranger a
few hundred dollars for something you
will do for free?" Remind them YOU
are the expert!