the Wedding Planner

UK Wedding News

05/12/2011

Diamond Expert Says Beware Impulse Buying on Cyber Monday

One of the world's leading diamond experts is cautioning consumers over impulse buying on one the busiest online Christmas shopping days.

"While the thought is tempting, one must be very careful. All of the reputable online diamond dealers don't make much more than 10% profit on their loose diamond inventory, so if you see someone marking their diamonds down more than 5%, then you know something's fishy," Ira Weissman, President and Founder of www.truthaboutdiamonds.com said.

"There are so many ways that jewellery stores (both online and bricks & mortar) trick their customers into thinking they're getting a great deal, the only way to truly ensure you get the best deal possible is by educating yourself as much as possible about the diamond market. And that you can do on any day of the year."

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A Wharton School graduate and veteran of the diamond industry, Weissman created the website in 2008. It always bothered Weissman that part of the business of diamonds is to teach people to “spend beyond their means” on what essentially amounts to a little polished rock. The site teaches consumers how to buy a diamond like an expert diamond dealer and pocket the savings.

“We, in the business, know that you don’t buy a diamond as an investment - it’s a retail product just like any other. So why pay more for measurements that you won’t be able to appreciate with your naked eye? That’s the Truth About Diamonds,” said Weissman.

He adds that most people who buy diamonds know absolutely nothing about what they are looking for or should be paying for.

“The majority of first time diamond purchasers are single men buying that all important engagement ring. It is arguably the most important purchase those men will ever make, yet they go into it blind. We aim to give them a few tips that can translate into thousands of dollars in savings,” he said.

(GK)

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"One of the world's leading diamond experts is cautioning consumers over impulse buying on one the busiest online Christmas shopping days."