“Selling to consumers today versus 15 years ago can be quite challenging and is vastly different from when you first opened,” says Asaf Herskovitz, CEO of GN Diamond. “Technology has given buyers extensive diamond knowledge, but often times they are extremely confused.
“Today’s educated consumer has done months of research before walking into your store. They want a product that’s authentic, rare and precious. By emphasizing the rarity of diamonds, with most created one to three billion years ago, and that the youngest diamond ever found was over 100 million years old, it is very likely that the diamonds you are selling are the oldest thing that your customer has ever held.”
Since it is estimated that approximately 80% of consumers want to buy that same day, it is imperative that the retail store have the right inventory. Utilizing GN Diamond’s light performance scale one can easily explain why no two diamonds are the same and why two seemingly similar diamonds with the same size, shape, color and clarity may be vastly different in price. This helps to eliminate the commonly asked question, “Why are your diamonds so much more expensive than online?”
GN Diamond’s new platform equips their retail partners with a super easy to use educational tool to present to your customers and easily explain price differences. It is interactive and creates an excellent point of distinction between your store and shopping online. GN has created a “one stop application” illustrating the 4 Cs, showing light brilliancy and how this effects the price of a diamond, providing insurance discounts through gemprint technology – closing the gap when a customer may negotiate price with you, and displaying the cutting process of diamonds utilizing the whitest and brightest of rough.