For many decades, I imported and wholesaled diamonds from Belgium and Israel. I would like to provide my perspective on the prices of diamonds and synthetic diamonds, as well as their perceived value. When purchasing a diamond, whether in the retail or wholesale market, the most critical factor is that the price corresponds to the diamond's grade. For instance, suppose a diamond without a report is advertised as an I color and SI1 clarity. In that case, it must be graded as such upon evaluation. If it turns out to be an I color SI2 clarity based on another professional opinion, but it is priced similarly to an I or J SI2, then it is not a matter of concern. The crucial point is that the price aligns with the diamond's quality.

I strongly advise against purchasing synthetic or man-made diamonds, which some companies such as Kessler's and Kay's claim are "equivalent" to natural diamonds. This is not true - they are fundamentally different. Moreover, their value will significantly decrease over time, and this is already happening. Initially, these diamonds were sold for thousands of dollars per carat, but now their value has dropped to less than $1,000 and is only maintained by advertising targeted at millennials.

Let's discuss GIA, EGL, and non-certified diamonds. It's essential to note that there's no such thing as a "certificate" for diamonds. Instead, they are lab "reports" that provide an independent and professional evaluation of the diamond's grade and cut from an unbiased source that has no stake in the sales process. In the early '80s, I became the first jeweler to certify every stone sold at my retail stores. However, I only certify higher quality and larger stones.

I decided to examine my competitors by creating a few dozen solitaire Tiffany-style engagement rings and checking their prices online. To my surprise, I discovered that when a jeweler claims, "We don't negotiate, and you get the lowest price right away," it doesn't necessarily mean they offer the best price. Even when their sales are in effect, they may not be the lowest price in town or elsewhere. This is why comparing prices is crucial. Upon doing a comparison, I found that my prices were half of what my competitors were offering. You can expect to find the same if you shop around and compare our prices with anyone else's.

I decided to examine my competitors by creating a few dozen solitaire Tiffany-style engagement rings and checking their prices online. To my surprise, I discovered that when a jeweler claims, "We don't negotiate, and you get the lowest price right away," it doesn't necessarily mean they offer the best price. Even when their sales are in effect, they may not be the lowest price in town or elsewhere. This is why comparing prices is crucial. Upon doing a comparison, I found that my prices were half of what my competitors were offering. You can expect to find the same if you shop around and compare our prices with anyone else's.

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