Purchasing a diamond can be complicated.

It’s an important and expensive purchase, and there are scores of long-standing myths that have mystified and muddled the buying process.

Fortunately, you can debunk those myths and replace them with straightforward information that gives customers the confidence they need to choose the right diamond and feel good about their decision.

“Today’s shoppers, many of them buying a diamond for the first time, are often confused about making such an important decision. Retail jewelers are in a unique position to give them just what they need and can’t find online—trustworthy advice, knowledgeable expertise, and access to the world’s most accurately graded, high-quality diamonds,” said Chris Croteau, vice president, sales and marketing, at Rare & Forever, a division of RDI.

Start by explaining to customers that choosing a diamond is more than just evaluating the 4Cs. While cut, clarity, color, and carat weight are essential components to consider, the quality of the raw material is especially critical. For instance, imperfections like brown, green, or milky hues (BGM) can negatively impact brilliance and detract from sparkle, yet these hues are not disclosed on 99% of grading reports.

Now, about those grading reports. Unbeknownst to many shoppers, grading reports are not all created equal. Contrary to popular belief, there is not a central organization that mathematically defines what each diamond color or grade looks like. Instead, reports are subjective, based on human opinion, which makes them inconsistent and often inaccurate.

Another common misconception about buying a diamond is that younger shoppers—die-hard internet users—want to purchase one online. It’s simply not true. In fact, up to 90 to 95% of millennials and Gen Zers surveyed said they want to buy a diamond in-store, where they can see and touch their options and receive expert advice.

Family jewelers can demystify the diamond process—bringing transparency and trust to individuals buying diamonds and offering the world’s most accurately and consistently graded diamonds—by becoming an Authorized Rare & Forever jeweler. Rare & Forever diamonds are natural diamonds that are ethically sourced and hand-selected for their highest quality. They are carefully prescreened for BGM to ensure maximum brilliance, and exclusively graded with cutting-edge artificial-intelligence tools to provide accurate, unbiased grading that shows consumers exactly what they are buying.

“Community is our fifth C,” says Croteau, and it’s an important part of the Rare & Forever brand. Rare & Forever diamonds are sold only through authorized jewelers, never online, and depend on businesses like yours to educate shoppers in person or via virtual visits, and to offer the expertise, integrity, and service that only a community business can provide. To find out how you can become an authorized Rare & Forever jeweler, visit rdidiamonds.com/randf.