Bob DeMaria, a former rep with RDI Diamonds, and two of his friends have created Diamond Advantage, a diamond resource in Rochester N.Y., specializing in ½-ct. to 3-ct. stones.

DeMaria said the company looks for “sellable stones” in broad categories, such as S12.

“We choose well made stones with white inclusions to give our customers the most bang for the buck,” he said.

He added that he and his partners are not only selective when it comes to diamonds, but also were very selective when it came to naming the company.

“We wanted a name that said something about our philosophy and us,” he said. “Doing business with us is your Diamond Advantage, our total commitment to the retail jeweler.”

Diamond Advantage ships overnight for free and for first-time orders, the company will pay for return shipments.

“Our intent was to take all the barriers away from giving us a try,” he said.

Additionally there’s a Trade For Life policy on all loose diamonds and a great selection of diamond studs, tennis bracelets and solitaires. The Diamond Advantage Web site (http://www.yourdiamondadvantage.com/) has easy to use search tools to help retailers find the right proper diamond and view their selection of sales aids.

The company also can be contacted at 866-887-4834.

JCK