BRILLIANT post about Tiffany diamonds by Todd from Nice Ice

[msop04]

I liked the article, but I don't think Tiffany is necessarily appealing the consumer who wants the pavilion angle and table in a certain range, or even cares about these things at all. Tiffany emphasized color and clarity because that's what their customers perceive as quality, and in that sense they are assured a quality diamond. They are not so much lying about the quality of their diamonds, but using different markers, which to focus on the 4Cs instead of the more technical aspects. Tiffany is offering the experience where a diamond-clueless man or couple can walk in and be more or less guaranteed a beautiful diamond with a brand name attached to it that's significant to them. No worry of getting scammed or shoddy workmanship. I think the experience and piece of mind they offer is perhaps as important to customers than the actual ring.

I totally agree with you on this, vintagefinds. Although they are not "straight lying" about their diamonds, they are sort of lying by omission. I'm sure they sell various levels of quality stones (just like any other vendor), but to assure each customer that they "only sell the best" is misleading. A customer may or may not walk away with one of the best they offer, but he certainly thinks he has... because T&C told him so.

They are definitely focusing on the 4 Cs. However, it really is the "technical aspects" that separate the good, better, and best. They are important, since certain ranges are necessary for best performance.

I think the experience and piece of mind they offer is perhaps as important to customers than the actual ring.

I think you may have hit the nail on the head with this, vintagefinds!

Although I really don't know what to think about this theory... you are probably right. Tiffany does indeed sell some beautiful diamonds -- some are simply not as great as some customers are [falsely] led to believe. And that is what would diminish my personal peace of mind. Maybe such customers have peace of mind because they simply lack the "diamond education" to make such a determination or even to think of questioning their purchase. They trust Tiffany (or whichever store)... I guess in cases such as this, ignorance truly is bliss! It's probably best that they not stumble upon these forums and find out whether or not they have an ideal cut stone... to keep their peace of mind.** LOL (**I totally mean this in a comical way, so hopefully no one will take offense)

I think a lot of people justify the extra expense and are willing to pay a premium, not because of the experience or service, but because they truly believe they are purchasing a superior stone ("the best of the best") -- I mean, that's the selling point and marketing, after all... And that's totally fine if they are getting one of great ones, but I feel it's unethical to blanket all their diamonds as such.

It's hard for me to comprehend, but there are some ppl who really don't want the truth -- they are just happier not knowing... ("YOU CAN'T HANDLE THE TRUTH!!" -- in my most Jack Nicholson-esque voice) Then again, I'm a typical Type A crazy chick who will research almost anything before buying!

 

[doreenjoy]

I liked the article, but I don't think Tiffany is necessarily appealing the consumer who wants the pavilion angle and table in a certain range, or even cares about these things at all. Tiffany emphasized color and clarity because that's what their customers perceive as quality, and in that sense they are assured a quality diamond. They are not so much lying about the quality of their diamonds, but using different markers, which to focus on the 4Cs instead of the more technical aspects. Tiffany is offering the experience where a diamond-clueless man or couple can walk in and be more or less guaranteed a beautiful diamond with a brand name attached to it that's significant to them. No worry of getting scammed or shoddy workmanship. I think the experience and piece of mind they offer is perhaps as important to customers than the actual ring.

I completely agree. Many people are only going to buy one small diamond; they'll do a little bit of research, get a little education, but they certainly aren't going to invest the time to become experts.

 

[msop04]

Interesting. My husband wanted to purchase a Tiffany ring, so I found a great deal on one second hand. It wouldn't have occurred to me to argue about his gift.

That's awesome that you got a great deal on a second hand one! Got a Tiffany you love without the premium... Now that's the way to do it! No argument there -- WIN-WIN!! I'd love to find a Tiffany 6-prong setting (second hand) to accommodate my stone one day, but they are certainly not easy to come by! Congrats to you on such a great find!

 

[msop04]

OMG, I have been working and coming back to this for a while... Just realized ame had responded almost the same. Oopsie!

I totally agree with you on this, vintagefinds. Although they are not "straight lying" about their diamonds, they are sort of lying by omission. I'm sure they sell various levels of quality stones (just like any other vendor), but to assure each customer that they "only sell the best" is misleading. A customer may or may not walk away with one of the best they offer, but he certainly thinks he has... because T&C told him so.

They are definitely focusing on the 4 Cs. However, it really is the "technical aspects" that separate the good, better, and best. They are important, since certain ranges are necessary for best performance.



I think you may have hit the nail on the head with this, vintagefinds!

Although I really don't know what to think about this theory... you are probably right. Tiffany does indeed sell some beautiful diamonds -- some are simply not as great as some customers are [falsely] led to believe. And that is what would diminish my personal peace of mind. Maybe such customers have peace of mind because they simply lack the "diamond education" to make such a determination or even to think of questioning their purchase. They trust Tiffany (or whichever store)... I guess in cases such as this, ignorance truly is bliss! It's probably best that they not stumble upon these forums and find out whether or not they have an ideal cut stone... to keep their peace of mind.** LOL (**I totally mean this in a comical way, so hopefully no one will take offense)

I think a lot of people justify the extra expense and are willing to pay a premium, not because of the experience or service, but because they truly believe they are purchasing a superior stone ("the best of the best") -- I mean, that's the selling point and marketing, after all... And that's totally fine if they are getting one of great ones, but I feel it's unethical to blanket all their diamonds as such.

It's hard for me to comprehend, but there are some ppl who really don't want the truth -- they are just happier not knowing... ("YOU CAN'T HANDLE THE TRUTH!!" -- in my most Jack Nicholson-esque voice) Then again, I'm a typical Type A crazy chick who will research almost anything before buying!

 

[carebearz]

I must admi I'm one of the suckers who got all hyped u into the little blue box marketing. For as long as I remember, I always wanted a Tiffany. My SO, knowing this, got me one even though all his friends telling him he can get something bigger and better for lower prices elsewhere.

But him, knowing my dream, told his friends, "It's not about buying what others think she should have. But it's about what she wants." Bless him...

We were also fortunate to work with an SA who knows his stuff and he let us have the specs and everything else when we were choosing the ring.

At the end of the day, buy what you love and what gives you the peace of mind. If you really want a Tiffany or a Cartier, then go for it. After all, it's YOURS. to some people, rring shopping is an emotional process rather than a technical process.

 

[ilovenicebags]

Great article. Very informative.

 

[Vintage Leather]

Branded jewelry and acessories is just like hiring a financial advisor - you pay a premium for someone else to make decisions for you. People buy Tiffany jewelry and other "ordinary" branded jewelry because they know what they will get.
Will it be the best ring in the world? Maybe. Will it be the best for the price? Heck no! Are your friends going to be impressed? Only if you tell them or show them the darn shopping bag.

But, if you get a Tiffany diamond or a Mikimoto pearl strand or a Cartier Love bracelet - or by extension, an Hermes bag or a Chanel jacket or advice from a professional money manager - you know that your piece adheres to certain quality standards, the materials are actually what the hallmark says they are, and you can usually resell it for a third of what you paid. If you lose too much money - it's not your fault, you paid for what you perceived to be the best.

People have a lot they would prefer to think about. The ability to say, "my diamond is good because it came from Tiffany" gives them one less thing to think about.

 

[Monica]

I must admit I was one of those 'not well informed' customers. I studied the 4 c's, but I was not aware about the importance of cut. I was not interested in Tiffany but I bought from 'trusted' local jewelry stores where the SA's focused on 'that great top Wesselton color and high clarity' which made me very happy, thank you very much. I also knew about too deep or too shallow stones and their light return but I was not aware of the fact that it is really worth it to actually study on those numbers.

Buying a diamond is an 'important' investment in terms of durability, emotional and financial reasons. When you buy a house you study on mortgages, technical aspects of the house etc. AND you receive advice. I wish I visited this forum (in the beginning I only visited the Hermes forum) to get some independent advice from Ame and the others!!! Some SA's are not well informed themselves, don't have access to the numbers or simply want to close the deal.

I live in the Netherlands where buying diamonds is not as 'regular' as for US consumers. We have some great diamond companies but they sell mainly to US and Asian customers. This means that there is not much focus on the important aspects of diamond buying. When you google the subject, cut often reforms on the 'form' (RB, emerald, oval) instead of on the qualitative aspects).

Tiffany or not... Customers should make a well informed purchase. I am shocked to learn that buying from Tiffany does not necessarily means you have access to great stones or that you do not receive the tools to make an educated purchase!!

I consider myself lucky that my larger stones have great brilliance and are good value for my money.