Showing posts with label DCLA rough diamond services. Show all posts
Showing posts with label DCLA rough diamond services. Show all posts

Thursday, 13 August 2026

Diamond Light Return: How Cut, Angles and Facets Control the Way a Diamond Performs

 How Cut, Angles and Facets Control the Way a Diamond Performs

A diamond is far more than a beautiful gemstone. It is a precisely engineered optical crystal, and the way it interacts with light is governed by the same fundamental principles that apply to a prism.

When light enters a diamond through one of its facets, it does not simply travel straight through the stone. As it passes from air into diamond, the change in optical density causes the light to refract, or change direction. From there, the internal angles of the diamond determine whether that light continues through the stone, escapes, or is reflected back through the diamond.

This interaction between refraction, reflection and facet geometry is fundamental to a diamond’s brightness, fire and overall visual performance.

The Critical Role of Diamond Angles

The angles within a diamond are critical because light must follow a carefully controlled path through the stone.

When light enters through the table or upper crown facets, it is refracted as it enters the diamond. The light then travels towards the pavilion, the lower portion of the stone. If the pavilion angle is appropriate, the light strikes the pavilion facet at an angle that allows it to be reflected rather than immediately escaping through the bottom of the diamond.

The reflected light is then redirected across the stone towards another pavilion facet, where it can be reflected again. From there, it travels back towards the crown and eventually exits through the upper facets and table, returning light towards the observer.

This process is commonly referred to as light return.

In simple terms, the diamond is acting as a sophisticated optical system. The facets are the surfaces that control the direction of the light, while the angles determine whether the light is retained, reflected and ultimately returned to the viewer.

Refraction and Reflection Working Together

Two optical principles are particularly important.

Refraction occurs when light changes direction as it passes from one material into another, such as from air into diamond.

Reflection occurs when light strikes an internal surface and is redirected rather than passing through it.

The relationship between these two principles is what gives a well-cut diamond its characteristic brightness.

The pavilion is particularly important. If the pavilion is too shallow, light can escape through the bottom of the stone rather than being reflected back towards the crown. If it is too deep, light can also be directed away from the viewer.

The objective is therefore not simply to make a diamond deeper or shallower. The pavilion, crown, table and other facets must work together within appropriate proportional relationships.

Why Proportions Matter

A diamond can contain excellent material and still appear dull if it has been cut with proportions that do not manage light effectively.

A well-proportioned diamond allows a significant amount of the light entering through the crown to be redirected back towards the observer.

This is one of the reasons round brilliant diamonds have become so highly developed from an optical and scientific perspective. Their high degree of symmetry makes it possible to study and define their proportions with considerable precision.

The round brilliant is generally regarded as the most symmetrical of the major diamond shapes, allowing established proportion systems and ideal-cut concepts to be applied more consistently.

One of the historic milestones in the development of ideal-cut theory was Tolkowsky’s 1919 Ideal Cut, developed by Marcel Tolkowsky. His work examined the mathematical relationship between a diamond’s proportions and its ability to return light, helping establish the foundations for modern diamond-cut analysis.

Why Fancy-Cut Diamonds Behave Differently

Fancy shapes introduce a much more complicated optical challenge.

Unlike the round brilliant, many fancy shapes are not symmetrical in all directions. This includes elongated oval, marquise, pear and elongated cushion-cut diamonds.

The length and width of these diamonds can have significantly different proportions. Consequently, the pavilion geometry along the length of the diamond may not behave in exactly the same way as the pavilion geometry across its width.

This can produce differences in light return across different areas of the stone.

For example, an elongated oval may have one optical response along its length and another across its width. The same principle can apply to marquise and pear shapes, where the geometry changes considerably from the centre towards the points.

This is one reason why two diamonds of the same shape, carat weight and colour can look noticeably different when viewed side by side.

The Pavilion Is the Engine Room of Light Return

When examining diamond performance, the pavilion deserves particular attention.

The pavilion facets are responsible for much of the internal reflection that sends light back towards the crown. Their angles determine the path that light takes once it has entered the stone.

In an elongated diamond, achieving consistent light return across the entire stone can be particularly challenging. The cutter must balance the pavilion angles, crown facets, table and overall depth to manage light across different sections of the diamond.

A change in one area can influence another.

This is why diamond cutting is both an art and a science. The cutter is not simply removing material to create a particular outline. They are creating a three-dimensional optical structure in which thousands of possible light paths interact.

Facet Modifications Can Influence Light Return

Modern cutting techniques allow cutters to modify facet arrangements and proportions to improve the visual performance of a diamond.

Changes to facet size, placement, depth and symmetry can influence the way light travels through the stone. In some designs, modifications can help compensate for the optical challenges created by an elongated or unusual shape.

A cutter may adjust the geometry of the stone so that particular areas interact with light more effectively. However, these modifications always involve compromises. Improving light performance in one area can potentially affect another.

The goal is therefore to find the best balance between shape, proportions, symmetry, weight retention and optical performance.

Why Two Diamonds Can Look Completely Different

This explains why carat weight alone is never enough to judge a diamond.

Two diamonds can both weigh one carat, have the same colour and clarity grades, and yet appear very different when placed next to each other.

One may look bright and lively, while the other may appear darker or have areas where light escapes.

The difference can be found in the way each stone has been cut.

The combination of table size, crown angle, pavilion angle, total depth, girdle proportions, facet arrangement and symmetry determines how the diamond interacts with incoming light.

For fancy shapes, the challenge becomes even greater because the optical behaviour can vary across the stone.

Looking Beyond the Sparkle

When you look at a diamond and see flashes of white light, coloured fire and areas of brightness and contrast, you are seeing the result of physics occurring inside the crystal.

The diamond has not simply been polished to look attractive. Its facets have been arranged to control light.

Understanding this is important for both consumers and professionals. A diamond should be evaluated not only by its carat weight, colour and clarity, but also by the quality of its cut and the way its proportions and facets work together.

At the Diamond Certification Laboratory of Australia (DCLA), understanding the relationship between a diamond’s proportions, symmetry and optical behaviour is an important part of professional diamond assessment.

The next time you look into a well-cut diamond, remember what is happening beneath the surface: light enters, changes direction, travels through carefully calculated angles, reflects from pavilion facets and is redirected back towards you.

That journey of light is what creates the life and brilliance we see in a diamond.

Friday, 26 June 2026

The Diamond: Nature’s Most Remarkable Gem

The Diamond: Nature’s Most Remarkable Gem

Diamonds are among the most fascinating natural materials on Earth. Known for their beauty, rarity, and incredible durability, diamonds have captured human imagination for thousands of years. But beyond their brilliance as gemstones, diamonds are remarkable scientific creations with unique physical properties that make them valuable in jewellery, technology, and industry.

A diamond is a natural crystal made entirely from carbon. What makes it extraordinary is not the element itself, but the way the carbon atoms are arranged. These atoms form a highly organised crystal structure known as the diamond cubic structure, creating one of the strongest natural materials known to mankind.

Pure diamonds are colourless, transparent, and extremely resistant to chemical reactions. They are tasteless, odourless, and do not dissolve in water. Their exceptional hardness and ability to conduct heat have made diamonds valuable not only as gemstones but also in advanced industrial applications such as cutting tools, polishing equipment, and high precision technology.

The Unique Structure of a Diamond

The secret behind a diamond’s strength lies within its atomic structure.

Each carbon atom in a diamond is connected to four other carbon atoms through extremely strong bonds. This creates a rigid three dimensional structure that gives diamonds their famous hardness.

By comparison, graphite, another form of carbon, has a completely different structure. Graphite atoms are arranged in layers that can easily slide over one another, making graphite soft and useful as pencil lead.

Although diamond and graphite are both made from carbon, their different atomic arrangements create completely different materials.

Diamonds are considered a “metastable” form of carbon. Under normal conditions, graphite is technically the more stable form, but the transformation from diamond to graphite happens so slowly that it would take millions or even billions of years.

How Diamonds Are Formed

Natural diamonds are ancient treasures created deep beneath the Earth’s surface.

Most natural diamonds formed between 1 billion and 3.5 billion years ago, long before humans existed. They developed under extreme pressure and temperatures deep within the Earth’s mantle, generally between 150 and 250 kilometres below the surface.

Under these conditions, carbon containing fluids moved through rocks and, over enormous periods of time, formed diamond crystals.

Volcanic eruptions later transported these diamonds closer to the surface. They became trapped in special volcanic rocks known as kimberlites and lamproites, where they could eventually be discovered and mined.

Some diamonds have come from even greater depths, reaching hundreds of kilometres below the Earth’s surface.

The Origin and History of Diamonds

The word diamond comes from the ancient Greek word “adamas”, meaning unbreakable, untamed, or unconquerable. This reflects the early belief that diamonds represented strength and permanence.

Diamonds are believed to have first been discovered and mined in India thousands of years ago, with early sources coming from river deposits. Ancient cultures valued diamonds not only for their beauty but also for their symbolic and spiritual importance.

Over time, diamonds became associated with wealth, power, and status. Their popularity increased dramatically from the 19th century as new diamond deposits were discovered, cutting and polishing techniques improved, and the global jewellery market expanded.

The Discovery That Diamonds Are Carbon

For centuries, the true nature of diamonds was unknown.

In the 1700s, French scientist Antoine Lavoisier conducted experiments using sunlight focused onto diamonds in an oxygen environment. He discovered that burning diamonds produced carbon dioxide, proving that diamonds were made of carbon.

Later, English chemist Smithson Tennant expanded on this work and demonstrated that diamonds and graphite were chemically the same element arranged differently.

This discovery changed the understanding of diamonds forever and showed that one element could exist in completely different forms.

Why Diamonds Have Different Colours

Although many people imagine diamonds as colourless, diamonds naturally occur in a wide range of colours.

A perfectly pure diamond has no colour, but natural diamonds often contain tiny amounts of other elements or changes in their crystal structure. These small differences create unique colours.

Nitrogen is the most common impurity and can create yellow and brown shades.

Boron can produce blue diamonds.

Radiation exposure can create green diamonds.

Structural changes within the crystal can produce pink, red, and other rare colours.

The rarest coloured diamonds, especially vivid pink, red, and blue diamonds, can become some of the most valuable gemstones ever sold.

Diamond Clarity and Natural Characteristics

No two natural diamonds are exactly alike.

During formation deep inside the Earth, diamonds can capture tiny internal features known as inclusions. These may include minerals, growth patterns, or small structural changes.

Clarity grading evaluates these characteristics under magnification and helps determine a diamond’s rarity and value.

The fewer visible inclusions a diamond has, the rarer it generally becomes.

The Importance of the 4Cs

The quality and value of a diamond are traditionally assessed using the famous 4Cs:

Colour

Colour measures how close a diamond is to being completely colourless. Colourless diamonds are highly valued, while naturally coloured diamonds are graded differently due to their rarity.

Clarity

Clarity evaluates internal inclusions and external features. These natural characteristics help identify the uniqueness of each diamond.

Cut

Cut is one of the most important factors affecting a diamond’s beauty. A well cut diamond allows light to enter and reflect back through the stone, creating brilliance, fire, and sparkle.

Carat

Carat refers to the weight of a diamond. Larger diamonds are generally rarer, but size alone does not determine value. Quality, rarity, and overall characteristics are equally important.

The Strength and Hardness of Diamonds

Diamonds are the hardest natural material on the Mohs hardness scale.

This hardness allows diamonds to maintain their polished surfaces for long periods, making them ideal for jewellery that is worn every day, such as engagement rings.

However, hardness does not mean a diamond cannot be damaged. Diamonds can still chip or break if struck in certain directions because they have natural planes within their crystal structure.

Diamonds Beyond Jewellery

While diamonds are famous as gemstones, their properties make them useful in many industries.

Their extreme hardness makes them ideal for cutting and polishing materials.

Their ability to transfer heat efficiently allows them to be used in advanced technology.

Their electrical and optical properties are also being explored for scientific and electronic applications.

Natural Diamonds and Laboratory Grown Diamonds

Modern technology has made it possible to create diamonds in laboratories.

Laboratory grown diamonds are produced using methods that recreate diamond forming conditions. The two main methods are High Pressure High Temperature (HPHT) and Chemical Vapour Deposition (CVD).

These diamonds have the same chemical composition as natural diamonds, but specialised equipment can identify differences in their growth patterns and characteristics.

Gem laboratories use advanced testing techniques to distinguish between natural and laboratory grown diamonds.

Diamond Certification and Trust

Because every diamond is unique, professional grading and certification play an important role in the diamond industry.

Independent laboratories examine diamonds using scientific methods to assess their characteristics, confirm authenticity, and provide accurate grading information.

At DCLA, diamond science, advanced technology, and expert knowledge are combined to provide confidence and transparency for consumers and the jewellery industry.

The Enduring Legacy of Diamonds

A diamond represents billions of years of natural history, transformed through expert cutting and craftsmanship into one of the world’s most admired gemstones.

From deep beneath the Earth’s surface to the jewellery worn around the world, diamonds continue to fascinate because they combine science, beauty, rarity, and history in a single extraordinary crystal.

Source: DCLA

Tuesday, 26 May 2026

Diamond Shapes and the Impact of Rough Recovery on Pricing

 

Round Brilliant Cut: The Lowest Yield but Highest Demand

Insights from the Diamond Certification Laboratory of Australia (DCLA)

In the diamond industry, shape is far more than an aesthetic choice. It plays a direct role in value, pricing structure, and how efficiently a rough diamond can be transformed into a polished stone. At the Diamond Certification Laboratory of Australia Diamond Certification Laboratory of Australia (DCLA), one of the key considerations in diamond assessment is how much of the original rough crystal is recovered during polishing.

This recovery rate, often referred to as yield, is one of the hidden drivers behind diamond pricing and helps explain why different shapes are priced differently in the wholesale and retail markets.


Understanding Rough Diamond Recovery

When a rough diamond is cut and polished, a significant portion of the original crystal is lost. This loss is unavoidable due to the need to remove inclusions, shape the stone, and maximise brilliance.

Different shapes produce different recovery percentages:

  • Higher yield shapes retain more of the original rough
  • Lower yield shapes sacrifice more material to achieve optical performance and symmetry

This difference directly impacts cost efficiency for cutters and ultimately influences market pricing.


Round Brilliant Cut: The Lowest Yield but Highest Demand

The round brilliant cut remains the most popular diamond shape globally due to its unmatched brilliance and light performance. However, it also has the lowest average recovery rate, typically ranging from 40 percent to 45 percent of the original rough diamond.

This means that more than half of the rough stone is lost during cutting. As a result, cutters must allocate more rough carat weight to produce a finished round brilliant diamond.

Because of this inefficiency, round diamonds carry a distinct pricing structure. They are often listed on a separate price sheet compared to fancy shapes, reflecting their lower yield and consistently strong market demand.

In practice, this means:

  • Higher cost per polished carat
  • Separate pricing benchmarks in global diamond trading
  • Strong liquidity due to consumer preference

Fancy Shapes and Higher Recovery Efficiency

Fancy shaped diamonds generally achieve higher recovery rates, often between 50 percent and 70 percent depending on the specific shape and quality of the rough stone.

Common fancy shapes include:

  • Oval
  • Cushion
  • Princess
  • Emerald
  • Pear
  • Marquise
  • Radiant
  • Asscher

These shapes allow cutters to follow the natural structure of the rough diamond more efficiently, reducing waste and improving yield.

Because more of the rough diamond is preserved, fancy shapes are generally more cost efficient to produce. This efficiency is reflected in their pricing, which is typically lower per carat compared to round brilliant diamonds of equivalent quality.


Why Shape Drives Price Differences

The difference in pricing between round and fancy shapes is not simply a matter of popularity. It is fundamentally linked to manufacturing economics.

Key factors include:

1. Rough Utilisation

Round diamonds require significantly more rough material per finished carat, increasing production cost.

2. Cutting Strategy

Fancy shapes are often designed to maximise retention of weight from irregular rough crystals, improving overall yield.

3. Market Demand

Round brilliant diamonds remain the most in demand, which further strengthens their premium pricing structure.

4. Inventory and Supply Chain

Because fewer polished carats are produced from the same amount of rough, round diamonds are less efficient to supply, reinforcing their separate pricing benchmarks.


Separate Pricing Structure for Round Brilliant Diamonds

Due to their unique combination of high demand and low recovery efficiency, round brilliant diamonds are typically priced using a dedicated pricing list in the wholesale market.

This separation reflects:

  • Higher manufacturing loss during cutting
  • Consistent global demand for round brilliance
  • Different valuation dynamics compared to fancy shapes

Fancy shapes, by contrast, are generally grouped within broader pricing frameworks that account for their higher yield and more flexible cutting outcomes.


Diamond shape is not only a design choice but a critical economic factor in the diamond industry. Recovery rates from rough stone directly influence pricing structures, with round brilliant diamonds standing apart due to their lower yield and strong consumer demand.

At DCLA, understanding these differences is essential for accurate valuation, certification, and market analysis. As the diamond trade continues to evolve, the relationship between rough recovery and polished pricing remains one of the most important principles shaping global diamond values.

Source: DCLA

Thursday, 5 June 2025

DCLA to Continue Full Grading of All Diamonds, Including Laboratory-Grown

DCLA to Continue Full Grading of All Diamonds

The Diamond Certification Laboratory of Australia (DCLA) reaffirms its commitment to providing precise and comprehensive grading for all diamonds, including laboratory-grown stones. This approach ensures consistency, transparency, and informed decision-making across the industry.

While the GIA has announced it will introduce a simplified classification system for lab-grown diamonds — using the categories “Premium” and “Standard” — the DCLA will maintain its tradition of detailed grading across the full range of quality characteristics. This includes reporting actual colour, clarity, cut, and carat weight for every diamond submitted, regardless of its origin.

The GIA’s new system, expected later this year, will group lab-grown diamonds based on overall appearance and finish, with certificates including carat and cut details but without specific colour and clarity grades.

DCLA recognises that both natural and laboratory-grown diamonds hold unique value and significance. By continuing to offer full grading reports, the DCLA supports both the trade and consumers in understanding and appreciating the distinct qualities of each stone.

At DCLA, we believe that consumers and the trade deserve full and detailed grading information, regardless of the diamond’s origin. Misrepresentation and confusion are more likely to arise when simplified or vague grading systems are used — especially as laboratory-grown diamonds become more prevalent in the market.

As Australia’s official CIBJO laboratory, DCLA remains dedicated to upholding the highest international standards in diamond certification and grading.

Thursday, 26 September 2024

India’s Polished Exports Fall Again in August

India’s Polished Exports Fall Again in August

Diamond polisher in a factory

India’s exports of polished diamonds fell by 23.8 per cent year-on-year in August, according to the latest figures from the GJEPC (Gem and Jewellery Export Promotion Council). 

Total foreign sales were $1.04bn, compared to $1.36bn last August. Exports in July were $908m, down 22.7 per cent.

Polished diamond exports have fallen every month this year, down 20 per cent in January, 28 per cent in February, 27 per cent in March, 17 per cent in April, 15 per cent in May and 26 per cent in June. All figures are for US dollars.

Gross exports of all gems and jewelry fell by 18.8 per cent during August – a slower rate of decline than diamonds – to $2.01bn.

Rough imports for the April to August period were down 22.6 per cent to $4.98bn.

Source: DCLA

Thursday, 2 August 2018

Blue diamonds may be blue because of where they are formed



Blue Diamonds are the world’s most expensive diamonds,  some stones worth tens of millions.

Why they are blue has long been know, But until now nobody has known how rare blue diamonds are made or where they come from.

Now scientists have discovered that they are formed 400 miles below the surface of the Earth, around four times the depth of cape series or white diamonds.

This is where the element boron can combine with carbon in such extreme pressure and heat that it crystallizes into the world’s most precious stone.

And because boron is mostly found on the Earth’s surface, scientists believe that it must have traveled down into the mantle when tectonic plates slipped beneath each other.

 Eventually volcanic action brought the diamonds up closer to the surface.

Blue Diamond is categorized as type IIb crystal and due to their extreme valuable, it is very rare to find one for scientific research purposes. An rare to find one that contains inclusions.

Source: DCLA

Blue diamonds may be blue because of where they are formed



Blue Diamonds are the world’s most expensive diamonds,  some stones worth tens of millions.

Why they are blue has long been know, But until now nobody has known how rare blue diamonds are made or where they come from.

Now scientists have discovered that they are formed 400 miles below the surface of the Earth, around four times the depth of cape series or white diamonds.

This is where the element boron can combine with carbon in such extreme pressure and heat that it crystallizes into the world’s most precious stone.

And because boron is mostly found on the Earth’s surface, scientists believe that it must have traveled down into the mantle when tectonic plates slipped beneath each other.

 Eventually volcanic action brought the diamonds up closer to the surface.

Blue Diamond is categorized as type IIb crystal and due to their extreme valuable, it is very rare to find one for scientific research purposes. An rare to find one that contains inclusions.

Source: DCLA

Tuesday, 31 July 2018

Gem Diamonds Recovers 101ct. Stone



Gem Diamonds has unearthed a 100.50-carat diamond from its Letšeng mine in Lesotho, it said Friday.

The white, type IIa stone is the 11th over 100 carats the miner has recovered from the asset so far this year.

Gem Diamonds owns 70% of the Letšeng mine, with the state holding the remaining shares. The company also owns the Ghaghoo mine in Botswana, which it plans to sell.

Source: DCLA 

Gem Diamonds Recovers 101ct. Stone



Gem Diamonds has unearthed a 100.50-carat diamond from its Letšeng mine in Lesotho, it said Friday.

The white, type IIa stone is the 11th over 100 carats the miner has recovered from the asset so far this year.

Gem Diamonds owns 70% of the Letšeng mine, with the state holding the remaining shares. The company also owns the Ghaghoo mine in Botswana, which it plans to sell.

Source: DCLA 

Tuesday, 13 February 2018

Lucapa recovers more diamonds at Lesotho mine



Australia’s Lucapa Diamond has announced workers at its 70% owned Mothae mine in Lesotho have recovered diamonds sourced from residual material and kimberlite stockpiles.

The company said the rough diamonds were recovered through the existing bulk sampling plant and infrastructure at Mothae, which has been refurbished ahead of schedule as part of a previously announced bulk sampling program.
According to the statement the largest rough diamond recovered in the test run is 6.6 carats.

Source: DCLA

Lucapa recovers more diamonds at Lesotho mine



Australia’s Lucapa Diamond has announced workers at its 70% owned Mothae mine in Lesotho have recovered diamonds sourced from residual material and kimberlite stockpiles.

The company said the rough diamonds were recovered through the existing bulk sampling plant and infrastructure at Mothae, which has been refurbished ahead of schedule as part of a previously announced bulk sampling program.
According to the statement the largest rough diamond recovered in the test run is 6.6 carats.

Source: DCLA

Tuesday, 16 January 2018

Historic 910 carat, The Fifth Largest Diamond Recovered



Gem Diamonds has recovered a 910 carat rough diamond at its Letšeng mine in Lesotho, the fifth largest rough ever found.

The D colour  type IIa diamond is the largest to be unearthed at LetÅ¡eng, outranking the 603 carat Lesotho Promise recovered in 2006.

That stone was sold for $12.4 million, to Graff Diamonds, which owns a 15% stake in Gem Diamonds.

Last year, Graff bought the 1,109 carat Lesedi la Rona, the second largest rough diamond in history, for $53 million, or $47,790 per carat.

The discovery follows a recent revival of exceptionally large stones recovered at LetÅ¡eng, which is known for its high value production.

Source: DCLA 

Historic 910 carat, The Fifth Largest Diamond Recovered



Gem Diamonds has recovered a 910 carat rough diamond at its Letšeng mine in Lesotho, the fifth largest rough ever found.

The D colour  type IIa diamond is the largest to be unearthed at LetÅ¡eng, outranking the 603 carat Lesotho Promise recovered in 2006.

That stone was sold for $12.4 million, to Graff Diamonds, which owns a 15% stake in Gem Diamonds.

Last year, Graff bought the 1,109 carat Lesedi la Rona, the second largest rough diamond in history, for $53 million, or $47,790 per carat.

The discovery follows a recent revival of exceptionally large stones recovered at LetÅ¡eng, which is known for its high value production.

Source: DCLA 

Tuesday, 19 December 2017

Jewelry Buyers Still Desire In-Store Experience


Consumers still prefer speaking with jewelers before making a purchase, despite the recent rise in online purchases, a survey has found.
Some 64% of people who bought jewelry visited a store to consult with an expert while deciding what to buy, according to a study released last week by Jewelers of America (JA). That’s 26% more than for other luxury items, the trade body’s online survey of 2,019 consumers showed.
Consumers who talk to a jeweler during the research process are also more likely to buy from a local store rather than online, the organization added.
“For consumers, seeing is believing, and they still rely on the expertise and knowledge of their jeweler,” said David Bonaparte, CEO of JA. “The jewelry shopping experience is different from other luxury purchases, and even in the rise of e-commerce, customers increasingly prioritize the in-store shopping experience.”
Even so, the brick-and-mortar trade is fearful of the impact of online sellers. In a separate JA survey of 257 of its members, spanning retailers and suppliers, 39% of jewelry retailers considered e-commerce to be their biggest competition.
However, only 34% of retailers surveyed actually have an online sales platform. At the same time, jewelers are working on improving their in-store experience by ensuring they have well-trained sales staff and high-quality customer service, the trade association added.
Jewelry self-purchasing is more popular for precious-metal products, JA found, with 56% of consumers considering gold jewelry to be a good choice as something to buy for oneself. Some 40% put sterling-silver jewelry in this category, while pieces containing diamonds and gemstones were more likely to be a candidate for gifting. Overall, 50% of consumers thought fine jewelry had sentimental value and helped to mark special occasions, JA said.

Source: diamonds.net

Jewelry Buyers Still Desire In-Store Experience


Consumers still prefer speaking with jewelers before making a purchase, despite the recent rise in online purchases, a survey has found.
Some 64% of people who bought jewelry visited a store to consult with an expert while deciding what to buy, according to a study released last week by Jewelers of America (JA). That’s 26% more than for other luxury items, the trade body’s online survey of 2,019 consumers showed.
Consumers who talk to a jeweler during the research process are also more likely to buy from a local store rather than online, the organization added.
“For consumers, seeing is believing, and they still rely on the expertise and knowledge of their jeweler,” said David Bonaparte, CEO of JA. “The jewelry shopping experience is different from other luxury purchases, and even in the rise of e-commerce, customers increasingly prioritize the in-store shopping experience.”
Even so, the brick-and-mortar trade is fearful of the impact of online sellers. In a separate JA survey of 257 of its members, spanning retailers and suppliers, 39% of jewelry retailers considered e-commerce to be their biggest competition.
However, only 34% of retailers surveyed actually have an online sales platform. At the same time, jewelers are working on improving their in-store experience by ensuring they have well-trained sales staff and high-quality customer service, the trade association added.
Jewelry self-purchasing is more popular for precious-metal products, JA found, with 56% of consumers considering gold jewelry to be a good choice as something to buy for oneself. Some 40% put sterling-silver jewelry in this category, while pieces containing diamonds and gemstones were more likely to be a candidate for gifting. Overall, 50% of consumers thought fine jewelry had sentimental value and helped to mark special occasions, JA said.

Source: diamonds.net

Can Diamonds Be Damaged? Understanding Chips, Abrasions, Burns and Diamond Repairs

  Diamonds are famous for being exceptionally hard. In fact, diamond ranks 10 on the Mohs scale of hardness , making it highly resistant to ...