Study on Sales Associate Influence Highlights the Need for Independent Diamond Certification, Says Diamond Forever Jewelry

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While knowledgeable sales associates are important when shopping for jewelry, Diamond Forever Jewelry reminds shoppers to value independent certification in addition to the word of an employee.

Diamond Forever Jewelry reminds customers to take into account many factors beyond the glitz of a showroom.

Since men are often more likely to be buying jewelry for another person to wear, they tend to feel the need to do more research into each purchase.

According to a study outlined in a June 23 Rapaport article, the influence that sales associates have over shoppers is particularly great in the jewelry business. The study, which surveyed wealthy, luxury jewelry buyers, found that 49 percent of women and 21 percent of men rely “solely on what they experienced inside a store” when making a jewelry purchase. Part of this discrepancy between men and women has to do with the fact that many male jewelry shoppers are making purchases to be worn by other people, so they cannot simply trust their eye, explains Los Angeles retailer Diamond Forever Jewelry. “Women know what type of jewelry they like,” the jeweler explains, “so they are able to enter a jewelry store with only their own personal taste and come out with a purchase. Since men are often more likely to be buying jewelry for another person to wear, they tend to feel the need to do more research into each purchase.”

Diamond Forever Jewelry says that they make sure that all of their sales associates are knowledgeable about all of their pieces, but they also turn to independent certification so that shoppers know that they are getting an objective second opinion. They explain that many of their best pieces are certified by the Gemological Institute of America for many different aspects of quality and form.

“While different people are drawn to different diamond cuts,” says Diamond Forever Jewelry, “There are certain cuts that are objectively more or less valuable than others, so it is important to know that you are paying a fair price for whatever piece catches your eye.” While the round diamond cut is the most popular choice for wedding or engagement ring shoppers, more unique cuts like the Asscher or cushion cut diamond are often featured in designer collections.

In addition to details about the cut, the GIA report on each diamond contains information regarding the clarity and the carat weight, as well as details about any imperfections the cut may have. Diamond Forever Jewelry notes that even the savviest consumers can miss things that the GIA experts pick up, so having a GIA report by their side can help shoppers be confident in their purchasing decision.

Diamond Forever Jewelry offers shoppers a variety of GIA certified pieces in addition to a constantly changing designer jewelry collection including diamond earrings, bracelets and rings. Anyone interested in browsing their selection can visit them in their Los Angeles showroom, browse their selection online at, or call them at 888-316-0290.

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Michael Clauw
Cyberset Corp
+1 (818) 883-7277 Ext: 121
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Diamond Forever Jewelry
since: 05/2015
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