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Artificial intelligence leverages computers and machines to mimic the problem-solving and decision-making capabilities of the human mind. It has come into our lives rapidly, and transformed the world in many positive ways making it easier for people to contact friends, send emails, and ride a ride-sharing app. But when it comes to AI and something as personal as engagement ring shopping, is there a place for automation?

To answer this, it’s important to first understand the longevity behind diamonds as well as the reason jewelry even exists today. You may be surprised to know that most diamonds are at least 990,000,000 years old, with many as old as 3.2 billion years, (Source). It has been discovered that the first jewelry making occurred 142,000 to 150,000 years ago by Archaeologists working in the Bizmoune Cave in southwest Morocco, with the sole intent of expressing identity, (Source). Understanding that jewelry making was born from the desire to express oneself via art and is linked to one's identity, greatly contradicts AIs automated approach to jewelry shopping.  

Blue Nile, a well known jewelry company that started entirely as an online retailer and disrupted the diamond industry, is now opening multiple brick and mortar retail stores due to the realization that buying something as personal as an engagement ring or heirloom piece requires communication, education and observing the item in person. They have foregone their online only model to meet consumers needs and accommodate those who feel never seeing their diamond in person before purchase is too risky. 

Diamonds have value in terms of cash money, and obviously a strictly graded diamond is more valuable than a poorly rated diamond. There is always a reason why one diamond is less expensive than another. More often than not, potential buyers believe the difference in price is due to retail margins, however the most common reason for price inequality is diamond inequality. This is not something AI bots take into account because there are so many variables to consider. Be sure you’re asking these important questions to any diamond retailer you work with.

The most important thing to consider when buying a diamond is both the diamond and the dealer, not just the diamond report. Diamond reports do not assign dollar amounts, they only describe diamond characteristics. This is where real life jewelers play a vital role in helping to determine the price and guide you around getting the best value for your budget, a talent that cannot be replicated by AI. 

Did you know that online diamond stores do not offer any quality guarantee? If something is in fact wrong with the diamond you purchased, (say an imperfection you weren’t expecting, or the color is off), it would result in you overpaying for a diamond you thought was a great deal. The truth is there is a lot to consider outside of the 4Cs that someone who isn’t in the diamond profession would have no way of knowing, say a robot. Read more about how online retailers cannot offer a quality guarantee.

As a retail business owner, we believe our mission is to add value to the consumer and help guide in the purchasing process in order to ensure the customer makes an educated decision at a fair price and leaves feeling proud of their purchase. Explaining why one diamond is half the price of another is important information to have in real time when considering diamonds. 

Twelve years ago, when La Bijouterie was formed, we made the purposeful decision to open a brick and mortar location, not an online store, because we value the importance of helping customers in person, especially when making the biggest and most emotionally charged decisions of their lives. It seems as though today’s consumers value the same.

While Blue Nile may use AI to help determine style suggestions based on purchase history and tracking, there’s a good amount of marketing that goes into what you’re being targeted without really understanding why or the unique footprint of the stone you’re considering. 

In the case of engagement ring shopping, AI takes the humanization, the identity of expression, and the personalization out of something as intimate as picking out a tangible symbol of your love for the person you wish to spend your life with. 

At La Bijouterie, we take a personalized 1:1 in-person appointment approach. We adopted this way of conducting business  over 6 years ago because it allows us to educate the potential buyer and it has proven to be most successful. Now more than ever, customers are seeing the value of dedicated and uninterrupted appointments. It’s a time to ask questions and express any concerns you may have.   

Interested in setting up a Phase I appointment? You can do so here. To learn more about the “Reasons To Think Twice Before Purchasing a Diamond Online,” click here. Want to learn about the 4 C’s of Diamond purchasing, click here. As always, reach out to us with any questions you may have. We love hearing from you! 

At Your Service,

Set F.

Founder of La Bijouterie

When it comes to buying jewelry around the holidays, the number of retailers to consider may seem endless. From those claiming to have fair trade diamonds or lab made diamonds, to big name brands with striking store fronts, or that friend of a friend jeweler who will give you a great deal. Figuring out a jeweler to move forward with is no small feat. 

So where to begin? Starting from what’s most important to you and your partner will be key. Then, find a jeweler who compliments those areas – quality, customer service, etc. 

Recent studies have shown that the majority of Millennial and Gen-Z consumers enjoy on-trend jewelry, but don’t want to pay the name brand prices. Thanks to this wide growing population of customers, private labels are having quite the moment. 

In the jewelry world, private label jewelry manufacturers are companies that make jewelry on behalf of a partner business. Private labeling means the jeweler has complete control over product specs such as design, pricing, size, packaging and distribution. Put in simpler terms, private label jewelry translates to great products at a more reasonable price, with more room and budget left for innovation. Best of all, jewelers are able to make custom products for far less than big brands, ultimately passing those savings onto customers.

Still not convinced a private label jewelry store is the way to go? Then check our Top Four Reasons to consider it:

1. Cost- Private labeling means jewelers have autonomy over the creation process and are able to cut out the middle man.With lower operating costs, this leaves your private label jeweler room to provide the price discounts directly to you. 

2. Trust & Stability- Today’s consumers choose private label jewelry products for quality, consistency, and affordability. Even in economic downturns, private label goods enjoy steady sales thanks to lower price points which means you don’t have to worry about them going out of business and needing to find a new jeweler for future purchases. You can feel confident in the products you choose to buy from private label jewelers because jewelers must be  subject-matter experts and industry innovators in order to create products that meet customers’ needs. In order for a private jeweler to be successful, they would have had to have done the research and developed the best quality products. Read our article, The Diamond Industries Two Truths and a Lie. 

3. Customization & Variety- Private label jewelry enables jewelers to customize their product line to fit the needs and wants of you, their valued customer. These small batch capabilities allow them to produce store-brand products that are unique to your design specifications, while also providing a wide variety of possibilities, a far cry from cookie cutter engagement ring settings.

4. Quality & Consistency- Being able to offer a signature product line comes with exclusivity and the ability to design a one of a kind piece of art. Unlike other big name brands, smaller jewelers provide the best possible customer service in the industry. They can articulate where their diamonds come from, help educate you, and work with your unique budget. Smaller jewelry retailers are typically in it for the long haul and rely on you sharing your positive experience with others, as they are determined to earn your loyalty. 

So the next time you’re in the market for a one-of-a-kind piece of jewelry, consider the many benefits of choosing a private label jewelry store like La Bijouterie. 

To book a stress free appointment and learn about our unique three step design process, click here. 

Merci!

Set

Founder, La Bijouterie

Between mobile food delivery services like DoorDash, grocery store delivery services like InstaCart and of course two-day Amazon Prime delivery services for anything under the sun, it seems today’s greatest commodity isn’t a commodity at all, but instead, convenience and time. With the immediate gratification that comes with services such as these, it’s no wonder each industry is trying its hand at similar models, including the online diamond industry. 

What was once considered to be a well thought out process, is now marketed using a similar instant gratification and cost reduction models. Hop online, pick out your diamond and bam, you have an engagement ring at a seemingly reduced price. What more could anyone looking to save time and money want? Well, let's start by debunking a few online buying myths.

Unlike a precious metal such as gold that’s set a certain price, diamonds and diamond jewelry aren't a commodity in the traditional sense of the word. The vast education it takes to understand diamond complexities makes it so. Even though it may seem like you’re getting a good quality GIA grade diamond online, diamonds with the same GIA grade can greatly differ in quality and in price. To understand how this is possible, it’s important to first remember that a GIA certificate is still an educated option. Basically these reports have a list of caveats protecting the grading authority from legal action resulting from inaccuracy. 

Diamond Education 2.0

But why the inaccuracy? The general rule applied to grade intolerance in diamond reports, ie) GIA,  is one grade for both color and clarity. This means that a 1 carat diamond graded as a G SI1, may vary in color from F, (the top end of the grading scale), to an H, the bottom end. 

Similarly, the SI1 clarity rating may vary from VS2 at the top end, to SI2 at the bottom. As you might imagine, this range in a G SI1 diamond can create quite the quality and pricing difference, a 56% price difference to be exact. 

This example demonstrates that two different diamonds, with the same grading, can reflect two very different prices while still being graded with accepted international standards. Without the help of a professional diamond retailer, it’s almost impossible to determine accurate quality and cost. Check out the bottom of this post to run your own online experiment. 

Diamonds have value in terms of cash money, and obviously a strictly graded diamond is more valuable than a poorly rated diamond. There is always a reason why one diamond is less expensive than another. More often than not, potential buyers believe the difference in price is due to retail margins, however the most common reason for price inequality is diamond inequality. Be sure you’re asking these important questions to any diamond retailer you work with.

The most important thing to consider is to buy the diamond and the dealer, not just the diamond report. Diamond reports do not assign dollar amounts, they only describe diamond characteristics. Remember, no two diamonds are alike, and strictly graded diamonds provide more value and are worth every extra penny. 

As a company, we’ve always believed in the value of in-person shopping, especially as it relates to something as important and meaningful as an engagement ring. Twelve years ago, when La Bijouterie was formed, we made the purposeful decision to open a brick and mortar location, not an online store, because we value the importance of helping customers in person, especially when making one the biggest and most emotionally charged decisions of their lives. It seems as though today’s consumers value the same.

To sum it all up, here are our top five reasons to think twice before purchasing a diamond online.

1. Lack of Trust- Did you know that online diamond stores do not offer any quality guarantee? If something is in fact wrong with the diamond you purchased, (say an imperfection you weren’t expecting, or the color is off), it would result in you overpaying for a diamond you thought was a great deal. The truth is there is a lot to consider outside of the 4Cs that someone who isn’t in the diamond profession would have no way of knowing. Read more about how online retailers cannot offer a quality guarantee.

2. Quality - A diamond should be inspected top to bottom with a magnifying glass so you have a clear understanding of what you’re actually purchasing. An online website has no pressure to offer you a top quality diamond at a reasonable price since you’re not meeting them face to face after all. This brings us to our next point.

3. The Customer Experience- Buying a diamond online means making one of the biggest financial purchases of your life completely blindsided. As you might imagine, it takes years to understand and learn how to evaluate a diamond, which is why buying online can be so tricky and unforgiving. Sure you can try to pawn off a faulty diamond, but you will end up losing hundreds, if not thousands in the process. Do yourself a favor and go with a jeweler that prides themselves on the customer service they offer, and has many repeat customers. Check out our Yelp reviews. 

4. Cost- Purchasing a diamond online means you’re not able to work with an experienced jeweler to come up with a diamond ring, (setting and all), that fits within your budget. It’s a common misconception that shopping online will get you a better deal. An experienced jeweler can help you prioritize what is most important to you and your significant other, (say diamond size perhaps), and find you the best options given your criteria and budget.

5. It’s Confusing- Even searching by ideal cut, grade, clarity, carat and cost, will render you a vast amount of conflicting results. How can you then make an educated decision on which diamond is best?

At La Bijouterie, we take a personalized 1:1 in-person appointment approach. We adopted this way of conducting business  over 8 years ago because it allows us to educate the potential buyer and it has proven to be most successful. Now more than ever, customers are seeing the value of uninterrupted appointments. It’s a dedicated time to ask questions and express any concerns you may have.   

When it comes to customer experience, you can rest assured that your satisfaction is our utmost concern and that your happiness is our singular focus. Curious to learn more? Book an appointment today.

At Your Service,

Set F.

Founder, La Bijouterie