With Valentines Day approaching and the engagement season quickly approaching, I wanted to introduce our customer’s to what I like to call “The 5th C”.
Most of you have heard of the 4 C’s of diamonds: Color, Clarity, Cut (shape/ proportions) and Carat (size). The 5th C is “Character.” This is the emotional, unquantifiable, aspect of a diamond. Just as there are no two snowflakes exactly the same, I believe the same applies to diamonds. Diamond customers need to be able to view and compare that special diamond. Most of the time when we get done comparing diamonds for a customer, knowing all about the 4 C’s, they make an emotional exclamation like “I don’t know why I like this diamond, but it is speaking to me!”
This is the 5th “C”! Rather than making a blind, online purchase, that special diamond should always be seen, compared & selected in person!