Revealed (Treated) color diamond bridal jewelry is making its way into display cases everywhere. In some stores, you will find sale associates who will do everything they can to direct their customers away from Revealed (treated) color diamonds in their beloved bridal jewelry department and yet other sales associate go out of their way to show off the new looks to their young 20 something customers.
Are Revealed(treated) color diamond center stone engagement rings for independent higher-end retailers far behind? No, retailers tell me that they are receiving requests every week for more color in their engagement ring selections and their whole bridal department. They are also asked for color gemstones as center and/or side stones as well as color diamonds. When the customer sees the price of natural color diamonds, Revealed (treated) seems just fine. Never say never.
The average U.S. consumer has no idea of the pending diamond shortage or like the rest of us, where the price of gold is going, but what they do know is, their jewelry budget. If they want to stay in business, retailers have to find the products their customers will buy, so they can turn their inventory at least 1.2 times per year. If that means selling diamonds in silver jewelry, Revealed (treated) diamonds in their bridal department or non-traditional metals such as Titanium in woman’s jewelry, they will. The retailers who are still in business today have learned the hard way to Never Say Never.
IDI Article
1 July 2012
Submitted by Liz Chatelain
MVI Marketing Ltd.
