HOW TO SELL A NON-CERTIFIED DIAMOND
#1 WHAT IS A REPORT Many customers demand
a report but they do not even know what one is! Remind them that the purpose of a gem certificate is to describe the gem.” That is all. It is ONLY a description. It does NOT insure quality.
#2 IT’S NOT A WARRANTY
Many customers feel a certification
is a guarantee or warranty. It is NOT.
ALL MAJOR LAB REPORTS STATE:
“This is NOT an appraisal, guarantee, or warranty.”
*Show your customer where it says this on the actual GIA paper
#3 IT IS NOT A SCIENCE
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
I have framed on my wall copies
of GIA CERT CERTIFICATES WITH DIFFERENT GRADES on the same diamond, from
the same lab. You should too. Show these to your
customer.GIA CERT 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.”