For 10 years, jewelers have had enjoyed the position of being the “keepers” of the familiarity regarding stones and gems. They stood behind jewelry counters and revealed small scraps of information about jewelry to buyers. The jeweler looked like to be talking down to the consumer, making them think as if they must be appreciative to even be in the store or touch the prized jewelry in the display case. This monopoly of comprehension went hand in hand with the monopoly of stock. The only way you can obtain a diamond or costly gem was to buy in a jewelry shop. The prices were artificially high with markups of 100% to 300% of wholesale overheads. The features that differentiated shop included the luxuriant decorations, the fancy display cases, and sophisticated storefronts. Life was easy and very worthwhile for the jeweler. The consumer came in, the jeweler said this is what you should buy, and the shopper paid the price as they had no other choices. Can you bring to mind any poor jewelers previous to the millennium change in the year 2000? It was about this time that the most feared expression in the jeweler’s word list began to change the industry forever. That word was Internet. All of a sudden there were competitors springing up who can provide diamonds and jewelry delivered to your door, frequently at prices lower than could support the high overhead of the jewelry store. Nevertheless, the most concern was that the veiled knowledge of diamonds and precious gemstones was existing to any purchaser who wanted to spend a little time researching online. The jeweler of the past said here is what I have and which one do you like to buy? Then came the informed purchaser prepared with printouts of online diamond information. Rather than simply asking for a one-carat diamond, the buyer now has a thorough list of requirements that all but guarantees that none in the store will meet their necessities, regardless of the price. It is common for a diamond buyer today to say, “Here is what I wish for” and I wait for the lowest price in the country.” Then they show their list of requirements for their round diamond: 1) Carat weight exactly 1.27 as our first date was January 27th 2) At least G color 3) VS2 clarity but I don’t want to be able to see anything under the microscope 4) Must have a GIA grading report dated in 2006 with Excellent cut grade 5) No fluorescence 6) At any rate Very Good for polish and symmetry 7) Girdle has to be Medium (nothing more or less will do) and faceted 
Laser inscribed with the GIA number 9) Must be able to take to an independent evaluator who agrees with all grading 10) I need it in two days Their parting comment is that they are shopping these similar requirements with twenty other retailers and are going to buy from the one with the lowest price. This is the jeweler’s nightmare as this is not how their business works. Their jewelry shop caters to the impulse shopper who will come in, observe something striking and buy with only hardly any encouraging expressions from the sales clerk. Spending hours of work to obtain the certain diamond the customer wants and then paying the transport and insurance to have it shipped next day is just more effort than they like to do for a deal. As an alternative, they criticize and ask for the return of the fine old days, when Ma Bell prohibited the telephones, gas was 59 cents a gallon and the secrets of the diamond industry were carefully behind the jewelry counter. Happily, for diamond and jewel shoppers there are a new breed of diamond retailers available who not only support diamond education; they enjoy working with purchasers who know exactly what they want. These diamond brokers have access to the diamonds on the wholesale market and understand how to get diamonds that meet the shopper’s requirement. Best of all, the diamond brokers have much lower overhead than a jewelry shop so could find the exceptional diamonds at really low prices. The inexpensive market always seems to create sources for services and supplies that customers demand. The online diamond broker is well suitable to serve today’s well-informed and difficult diamond consumer.
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