NEW ORLEANS TRADITION
We don’t ever buy diamonds online, and neither should you.
The reason: The “scientific” grade of a diamond lies. In order to determine whether or not you would buy a diamond you should see how it sparkles compared directly to other similar diamonds.
Most people go online and read about diamonds before they go looking in stores. They learn online that color grades are alphabetical, starting with the letter “D.”
But diamond clarity grades are tougher. There’s Flawless, Internally flawless, VVS one and two, VS one and two, SI one and two, and then there’s all the “I” grades.
It only takes a few minutes to realize that none of this information means anything unless you’re looking at real diamonds in each of those colors and clarities.
When you’re looking at real diamonds, side-by-side, these grade labels take on a whole new meaning. Not all diamonds sparkle the same.
During a recent buying trip overseas, we looked carefully at a group of nineteen diamonds, each one certified to be precisely the same grade.
For the next twenty minutes I watched in amazement as my diamond buyer painstakingly rejected diamond after diamond until only five were left. Even though all 19 were “scientifically” the same, the five he chose were clearly the best.
But even from these five exceptional diamonds, there’s only ONE that she would prefer. Which one will it be?
We don’t buy diamonds online and neither should you. Unless, of course, they’re willing to send you several dozen and let you compare them side-by-side. That’s how we do it at Ramsey’s.
And by the way, we got the five best ones. Another jeweler took six of the fourteen we left behind, a third jeweler took five of the remaining eight, and the last three – the losers – will be sold online.
At Ramsey’s, we insist on having first pick. And so should you. All our diamonds are backed by the Ramsey Guarantee.
