E.A. Grebitus used to be the only store in Sacramento, Calif., selling Ideal Cut diamonds. As competitors battled over who had the cheapest commercial-cut diamonds, Grebitus stood above the fray with a striking product no one else had. But then another store in his area started carrying Ideal Cuts, and then another, and another. Now the store has lost its coveted niche. This scenario is being repeated in many parts of the United States as the Ideal Cut bandwagon picks up speed. While Ideal Cuts remain higher-profit stones in some areas, in others they may be turning into a commodity. Many jewelers worry that price competition, and perhaps even discounting, can’t be far behind. At the recent JCK Show in Las Vegas, Ideal Cuts were the biggest diamond news, with many diamond dealers – even those serving the middle and lower-middle markets – saying that retailers and their customer

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