WHY Diamond Certificates are NOT important…

WHY Diamond Certificates are NOT important…

A cert is JUST a Description  I think it is important for customers to remember that the purpose of a diamond certificate is to identify the gem and describe it in detail. That’s all.  Many customers feel as though a certification is some sort of seal of approval, some guarantee of high quality. It’s not.

• If you read the disclosure on all GIA and EGL certificates it states that the    “Certificate is NOT an appraisal, guarantee, or warranty”.
• The color and clarity are the OPINION of the lab at that time. The results may differ based on when or who grades the diamond,. This is why the same diamond can go to the same lab and receive different grades! The EGL certs even state on the bottom that  “Diamond grading is NOT an exact science and this report represents only the best professional OPINION of the lab”

Help your customer to understand that NOT All G SI1’s are the same! Even if you have two certified G SI1 certified diamonds they will be very different. Retail prices on a 1ct round G SI1 can range from approx $3,000 to $10,000. If every G SI1 was the same then people would always buy the cheapest! Obviously there are MANY differences such as brightness, scintillation, position and relief of inclusions that determine beauty that are NOT contained on a certification.

A diamond is more than letters and numbers. It is a work of nature. If I gave you all the dimensions of a woman could you tell me if she is beautiful? NO! You need to see her. Same as with a diamond.  Hopefully this will help your customer realize they need to look for a beauty not papers.