Cavalcade of Color

Jim Fiebig, owner of www.sellmorecolor.com, believes most retailers are more comfortable selling diamonds because they're easier to sell. "It's been so easy for retailers to sell diamonds, simply because people come in and ask for them," says Fiebig, the U.S. representative for Zultanite, the change-of-color diaspore, and a former retailer. "At that point, the work is done for you." Richard Greenwood, A.F. Greenwood Co., New York, agrees. "In truth, most people who come into the store to buy a diamond are already sold on getting a diamond," he says. "You just have to help them choose which one." Jeff Bilgore, of Jeffrey Bilgore, New York, an award-winning gemstone supplier and designer, contrasts selling color to selling an expensive watch, like a Patek Philippe: "You can't simply pick up the phone and order another 15.00 ct. matching pink spinel," he says. "But if they want another
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