I’ve been thinking—what makes people believe that spending $399 on a three-carat diamond tennis bracelet is a good deal? Why do consumers carefully study reports to understand the quality of a vacuum cleaner, yet fail to take the time to learn about diamonds before making such an important purchase?
Last Christmas, a young man stopped by my store and asked me to clean a new bracelet he had purchased for his wife from a department store. He mentioned that the price was so attractive he couldn’t resist buying it.
Of course, I cleaned the bracelet—but it still didn’t sparkle. He asked me to leave it in the ultrasonic cleaner for a few more minutes. I did, yet the bracelet looked no better.
I explained to him that diamond quality is what truly determines brilliance and sparkle.
So, is spending $399 on a three-carat diamond tennis bracelet really a good deal?
Buyer beware!
