aljdewey
Ideal_Rock
- Joined
- Nov 25, 2002
- Messages
- 9,170
Date: 9/16/2007 2:29:12 PM
Author: johngalt2004
Date: 9/15/2007 3:08:04 PM
Author: JohnQuixote
Neil is right. We request DQRs for all Expert Selection diamonds sent to AGSL, even those which have ideal light performance. This is because A Cut Above is our 'all the bells and whistles' brand (all have AGS Ideal DQDs). The whole premise of Expert Selection is 'best value for the money' and the less costly DQR helps us sell ES diamonds at a lower price.
The term round ideal has been used by our company since the 1996-2005 ideal proportions-based grading system existed and is very strict. We will not advertise a diamond as 'AGS Ideal' unless it's accompanied by an AGS DQD, even if it does have ideal light performance. Once in a while you'll find a stray Expert Selection diamond with a DQD. It's rare but it happens; usually a diamond for which we ordered a DQD, but was kept from being in our ACA line after it returned from the lab for some reason of Brian Gavin's.
Please feel free to contact us about a specific diamond - we're happy to answer any questions you may have.
I don't think I understand this explanation. A natural assumption would be that a DQR would only be preferred for a diamond that will not earn a zero cut score either for finish or light performance. No other explanation really stands up to common sense.
J-Galt, I think you're missing a few elements in your natural assumption.
1. Most average consumers (meaning not Pricescopers) don't really care about the paper; what they care about is performance. They want the diamond to perform well, but it doesn't have to be the be-all, end-all of stones. They want better-than-average, but not necessarily top-in-class. For those folks, the DQR (combined with measurement info provided by a Sarin) is enough, and they can save on the stone in the process. Win-win.
2. Since AGS amended their grading critera, there are (I think) approx. 11 criteria considered toward awarding the cut grade. Some impact performance greatly (crown/pav relationship); others don't impact performance at all (VG polish).
3. To some people, labels and outward appearances of quality are important; to others, the inherent quality of the product is more important that the label/logo. If I could get a Jaguar for several thousand $$ less just because it didn't come with the fancy hood ornament, I'd be stoked. For other people, there's no point in owning a Jag if they don't have the hood ornament to show off that they own a Jag.
Same is true with diamonds......for many people, the greatest value lies in getting a stone that performs as well as an AGS0 without paying for the AGS paper. ES diamonds allow they to do that. They can get stones that perform every bit as well as AGS0 stones without having to pay the premium for it.
Put more simply......a stone is what it is, regardless of pedigree. Some people don't place enough importance on pedigree to pay more for it. My Sheltie is an AKC candidate. I never filed his paperwork because I just don't care. He'd make the grade, but I don't want to pay for his paperwork when it doesn't change a thing about him to me.
I love whiteflash and am not trying to knock them, but it would not make any marketing sense to squelch an ags zero score for the rationale that the swankier certificate only goes with the ACA. I would question that marketing decision. .......If I could pay another $50-$100 for a certificate which would let me charge an extra $1000, I'd probably kinda sorta purchase and publish the DQD whenever it scored a zero for cut.
I'd gather that you're not in marketing, then, because you're missing the point. There is more than one type of customer, and Brian recognized that not everyone is going to place importance on label/brand. So, he created another designation - Expert Selection. It represents most value for the money, and it appeals to the 'value' driven shoppers. In doing so, he has found a way to serve several groups of clients well by catering to their wants and by recognizing that one size doesn't fit all.
Also, it's not as though AGS0 stones grow on trees.....they don't. It wouldn't make sense for ANY vendor looking to do any type of volume to say 'well, I won't sell stones that are exceptionally fine makes just because they may not have AGS0 designation'. That's counterintuitive to business.
I wanted nothing but the best for my e-ring....so we bought an ACA. For my earrings, my only goal was "better than average", and ES stones let me get them within my budget without paying for an extreme level of brand that didn't matter to me on earrings. For purpose of example......I didn't need a diamond in the top 1% for earrings. Achieving one in the top 5% was fine by me....and I paid less for them because of it.
ES isn't just stones that didn't make the ACA brand, by the way. They also can include stones brought in for clients that don't end up being purchased. If the stone is a good stone, Brian will elect to purchase it for inventory and put it into ES.
If I could pay another $50-$100 for a certificate which would let me charge an extra $1000, I'd probably kinda sorta purchase and publish the DQD whenever it scored a zero for cut.
Not if you wanted to maintain the exclusivity of your brand, you wouldn't. Not really much different than Tiffany's refusal to sell its much-coveted solitaire setting separately. If you want it, you have to buy the whole ring.