Concierge Diamonds Deploys Educational Campaign for Couples During Wedding Season

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Concierge Diamonds’ third-generation diamond expert Dan Moran helps customers understand the nuances of diamonds, and offers custom design and personal delivery services

Concierge Diamonds’ owner Dan Moran transforms Valentine’s Day proposals or gift giving into larger-than-life, celebrity-like personal experiences, with made-to-order fine jewelry.

Concierge Diamonds, Inc. has launched an educational campaign about diamonds and fine jewelry for couples getting engaged and planning weddings. Dan Moran, the company’s president and founder, and a third-generation jeweler and diamond expert, is featured in more than 15 educational videos explaining everything from diamond cuts and 2016’s most popular diamond shapes to basic advice on how to decipher the “4 Cs” of diamonds. The campaign also includes educational blogs and social media with topics such as fluorescence in diamonds and the differences between various metals including yellow gold versus white gold and platinum.

“There is so much confusion in the marketplace today about diamonds – consumers are misguided by jargon about color, clarity and cut, overwhelmed with ring options from vintage to fashion forward, and of course intimidated about getting the best value for their money,” said Moran. “The reason I have launched this educational campaign is to provide truthful guidance to couples. When you’re buying something as important as a diamond for an engagement ring, and wedding rings you’ll be wearing for the rest of your life, it can be very intimidating. My goal is to help educate people on what to look for and what to avoid.”

Following are some of the topics in Concierge Diamonds’ educational series on diamonds and fine jewelry:

Diamond Cuts and Shapes – There are two categories of diamond cuts: brilliant cut (including round, princess, pear, oval and cushion) and step cut (including emerald and asscher). The cut of the diamond determines how light is reflected and refracted. The most expensive diamond is the round cut, due to its superior light refraction and high production cost.

The Four Cs: Carat, Cut, Clarity and Color – There are four attributes that govern the value of a diamond. They are carat weight, the cut of the diamond, the clarity of the diamond and the color of the diamond.

Fluorescence– The reaction of trace minerals within the diamond that cause the diamond to glow—or fluoresce—when exposed to ultraviolet light. Depending on other attributes of the stone, this can be a positive or negative thing.

How Much Should I Spend On an Engagement Ring? – An engagement ring is a demonstration of commitment, but it shouldn't be so much money that it becomes a burden, that it becomes scary or a source of stress. Buying an engagement ring should be fun.

What Is a Treated Diamond and How Does It Differ from a Natural Diamond? – Treated diamonds, or "enhanced diamonds," are natural diamonds that have a flaw that is revealed after cutting. A piece of graphite in a diamond—which looks like a black dot—can be corrected by drilling a hole in the diamond and bathing it in a strong acid under high pressure and high temperature. Fractures can be corrected with silicone or other filler material. Once enhanced however, diamonds are no longer considered natural and are worth about half the original value.

In addition to educating customers on diamonds, there are other nuances surrounding customs, trends and other aspects of purchasing fine jewelry that Moran has found need explaining, including:

Men's Couples' Wedding Bands – Wedding bands for gay couples are just like for straight couples. Designs vary from basic to elaborate. The same-sex couple wedding business is a significant and growing part of the diamond and diamond ring industry in general.

What Is White Gold? – White gold does not exist in nature; there’s only one kind of gold and it is yellow in color. We plate a yellow gold ring with a very thin layer of metal called rhodium to give it a bright white appearance. Over time, that thin layer will eventually wear off, but we can re-dip it, even every year to keep it shiny.

Customers do not need to live in Los Angeles, California to be clients of Concierge Diamonds. Moran will show diamonds and suggest settings with photos, via video or Skype, or with other video conferencing services.

Moran said, “Clients can get a pretty good idea of what you're looking at on an extended video of a stone. Then, we'll do ring design back and forth by email and texts, and once the ring is finalized, I send it to you via insured courier.”

A client sent this to Moran at Concierge Diamonds: “The ring is perfect, and I was so relieved to find someone like you to help us choose the right diamond. It could have been an expensive mistake if we had gone to someone else. It sparkles so much, and you did a really great job putting it all together. My family and friends love it. Thank you! It really means a lot to me that you created such a beautiful ring that I am proud to wear forever.”

About Concierge Diamonds

Concierge Diamonds is the premier Los Angeles purveyor of diamonds and custom fine jewelry. Launched by diamond expert Dan Moran in 2012, a third-generation jeweler and diamond expert with 12 years in the jewelry business, Concierge Diamonds is dedicated to providing its customers with the knowledge and security needed in buying fine jewelry.

The Moran family has been in the business for decades, specializing in diamond cutting, import/export, design and manufacturing of fine jewelry, offering custom craftsmanship of unique pieces, featuring bespoke diamond engagement rings and jewelry with other precious stones. Concierge Diamonds strives to create a personal relationship and educate customers about what to look for in a diamond, remaining a friend and advocate in an often intimidating industry.

Whether a client is seeking a custom engagement ring, diamond stud earrings or an elaborate cocktail ring, Moran shares his knowledge and offers multiple options, ultimately finding the best piece for each individual. A true concierge for diamonds and fine jewelry, Moran delivers in person, in a private, safe environment for discretion and convenience, and is therefore able to provide exceptional pricing, often half of traditional retail pricing.

Concierge Diamonds is located at 510 W. 6th Street, Suite 812, Los Angeles, CA 90014. Telephone: (213) 261-4330.
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Kristin Gabriel

Aubrey Berse
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