With the publication of this report, consumers buying on-line may feel more need for the services of an independent expert when purchasing a meaningful diamond. Traditionally this was the role of a retailer; to provide consumers with a safe and secure shopping service. Relying on grading reports is not a ‘carte blanche’ without seeing the diamond is not good for anyone in the trade, so it cannot be different for consumers who do not have the expertise to make their own assessment of color, clarity, cut, and light behavior. Many will continue to look for outside assistance of the type provided by one of the authors, Mr Dave Atlas, who has been active in advising consumers for many years, even long before the Internet.
The Pricescope experience shows that many ‘diamond junky’ consumers know more about diamonds than those working within the industry; hardly surprising given that diamonds are such a desirable product. The vast amounts of collected information and expert advice on Pricescope feeds ‘diamond junkies’ minds, as well as those of participating industry experts; those experts and retailers often agree that they have learned a lot on the Pricescope Forum. It seems that the more a consumers knows, the more need they seem to have for an independent appraisals.
New diamond consumers, armed with a wealth of information and sometimes an Ideal-Scope, are often better informed than the staff behind jewelry store counters. Many of these consumers have raised expectations. Pricescope wants to help retailers learn to deal with this new type of customer. One way is to develop a ‘voice’ on Internet Forums; giving freely of their expertise engenders trust and will ensure they thrive. Many of those unwilling to up-skill in this Internet led information
revolution will go the way of the dinosaur.