This month, I decided to have a chat with a fellow entrepreneur, Win Charlebois the founder of The Diamond Shop. Win is an expat American, having graduated from the University of Denver in 1966.
Win began a career in jewellery in 1983 as a director of Walker & Hall, working with the owner to transition that business from a cutlery/silver flatware business into a retail jewellery.
In 1994, he created his own jewellery business, The Diamond Shop, a specialist diamond business located at 280 Queen Street. They relocated their business to Ponsonby in May of 2018 and remain a specialist in the diamond field of jewellery.
Rule Number One: To Choose The ‘Perfect Diamond’ And Your Engagement Ring, You Must Find The ‘Perfect Place’ To Purchase From
To find this destination, I suggest you search Google for the different shops that specialise in diamonds and diamond engagement rings and personally visit the ones that resonate with your goals and values.
You want to deal with a diamond business that has integrity, a long-standing position in the market, and experienced staff that are there to assist you with what you want and need to know. Google reviews are helpful, but let your own feelings and judgement be your guide after visiting several shops.
The purchase you are considering is an emotionally-based one, as well as economic. I would discount mall jewellers – they very well may not be your best choice for this particular purchase.
Rule Number Two: Insist On A Third-Party Valuation
All diamonds are unique and have many characteristics that you might not understand. This is another reason to consult with a diamond specialist who can assist and educate you about your purchase AND offer you a third party certificate that outlines all the true characteristics of the diamond you are purchasing. I recommend the GIA (Gemological Institute of America) certificate, which is considered the best in the business. A ‘in house’ valuation is not your best choice.
Rule Number Three: Make It An Enjoyable And Romantic Experience
These are some of the best times in your life. If you are in a shop and not enjoying the experience for whatever reason, leave that shop.
You are starting your life with another person and the symbolic purchase you are making is part of that beginning. Some businesses ‘get’ that, but most don’t. Buy from a company that is trying to assist you in finding the right diamond and ring for you, not just trying to sell you a ring!
Rule Number Four: Educate Yourself
Buying a diamond is an expensive undertaking and puts you out of your comfort zone as you don’t really know that much about what you are buying. Deal with a business that knows how to advise you on ‘How to Get the Best Value’ for your budget.
There are many ways to do this – spend more money on the clarity of a diamond, the size of the diamond or the cut of the diamond. What about inclusions in a diamond and how do they affect value? What colour is best to purchase? These questions can be considered as you educate yourself by studying web sites online. Start with thediamondshop.co.nz, which will help answer these questions.
Richard is the founder & CEO of Pure SEO, a finalist in the EY 2019 Entrepreneur of the Year and author of How To Get To The Top of Google Search, a Practical Guide.