Consumers Who Care About Cut: A Small, But Growing Group

There’s a new breed of sophisticated diamond customer. Slightly more than 15% of retail jewelers say many customers asked for well-made diamonds in the past two years, based on a recent poll of the JCK Retail Jewelers Panel. Many of these customers are willing to pay more for a well-cut stone, compared with almost none five years ago. Not surprisingly, all of the jewelers reporting this phenomenon serve the upper-middle range of the market. These consumers are better-educated and shop around much more than they used to, comparing the “look” of a diamond as well as the price. “That’s the difference today,” says Chris Heffern, a jeweler in St. Louis, Mo. “People are looking at more diamonds and they talk to more salespeople about cut or, as it’s called in the trade, make. It’s not long before they can see the difference between a stone that’s well-made and one that is
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