Let the games begin…
It’s January; it’s a start of a new year and a new decade so let’s begin with a very simple lesson gentlemen.
Get her what she wants; if you adhere to this simple mantra, life will be so much easier. We (meaning us men) tend to let our tastes and wishes cloud our thoughts, we (not always intentionally) go out to make a purchase with our own pre conceived conditions and notions. Humor me by letting me explain with a simple example:
Young lady walks into my store and asks to see some loose diamonds so we sit down and after a few questions we start to look at a square radiant cut 1 carat to 1.25 carats size. Karen (not her real name) picks out a 1.18 carats F color VS2 clarity because she likes as she describes the star burst (brilliance). Just so she’s sure Karen asks to see squarish cushion-cut diamonds and I, of course oblige.
Bang Zoom!!!
Karen falls in love with a 1.25 carat H color SI2 clarity. Why? Because this diamond talks to her and trust me for those that go about this purchase with emotion and whimsy, the diamond you settle upon will talk to you. The ones that purchase a diamond purely on technical standpoint miss out on a lot (but that’s another lesson, stay on point Ryan). Karen loves everything about this diamond and I mean everything, I was there. So she asks if I could hold it to the side so her boyfriend can come and look at it, no problem.
Let’s skip ahead to the boyfriend and herein lies the lesson. Mike (again not his real name) stops by the store and asks to see the diamond again; I oblige and show him the cushion-cut that Karen has taken a shine to. After looking at it Mike says he saw an F VS2 in another store that was similar size more money and ask me to show him others like that I oblige. See here lies the lesson:
Mike/Man: Quality driven before anything else can’t believe girlfriend pick a slightly lower quality diamond.
Me/Old Sage: Mike, life lesson, get her what she likes; she’s the one wearing it and guess what it cost $1500 less then the quality you’re thinking about.
So we leave it at that. They will come back together and look at more loose diamonds, again I will be more than happy to oblige but I’ll tell you now Mike get her what SHE wants, she’s the one wearing it!!!
I’ll keep you posted…
So the First lesson of the year ends, let’s hope well…
Speak soon…
Kerry M. Ryan
Production and Design Manager
Shenoa & Co.
1 West 47th Street
Diamond District
New York, NY 10036
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