The diamond business is abuzz with talk of ethics and social responsibility. And for good reason: Customers want to feel good about their diamond purchases.
“Today’s shoppers have high expectations, and they want to spend their money at a jeweler that holds itself accountable, promises transparency, and earns their trust,” said Chris Croteau, vice president of marketing and sales at Rare & Forever. “If your values don’t align with theirs, they’ll go elsewhere.”
Jewelers have a responsibility not just to their customers, but also to the industry. As an important component of the diamond business, they have a duty to ensure that the highest business standards are upheld and that people and communities are protected and supported.
You can meet customers’ and the industry’s expectations by committing to honest, transparent business practices and choosing to represent brands that share your values.
It’s easier than you may think.
Leverage Technology to Provide Transparency and Earn Trust
Technology can help by demystifying confusing grading reports that make it difficult for customers to understand what they are buying. It can also provide proof of a diamond’s journey, helping you tell a compelling story at the counter.
Rare & Forever diamonds, a brand of diamonds committed to earning customers’ trust through authenticity and the highest quality, leverages artificial intelligence (AI) for the most accurate, consistent grading available. Computer grading helps you explain to buyers what they see in diamond photos on the internet and what they can’t see in a photo—qualities such as brown, milky, and green (BMG) hues that detract from a diamond’s sparkle and value.
Rare & Forever diamonds also leverage a type of AI called blockchain technology to commemorate each diamond’s authenticity and credentials. The secure chain of custody confirms that a diamond is natural in origin, ethically sourced, accurately graded, and cut for beauty. It also shows proof of ownership with a permanent ionic table inscription.
Rare & Forever customers have the option to purchase a non-fungible token (NFT), an immutable digital record of a diamond’s credentials for added peace of mind and security.
“Our customers want beautiful diamonds, and they want to be assured that they can trust what they are buying and be proud of the brand that provides it,” said Theresa Murphy of Newstar Jewelers in Joliet, Ill. “Offering them Rare & Forever diamonds empowers us to give them the confidence they need to feel good about their purchase. We can promise them that their diamond is ethically sourced, accurately graded, and provided by a company that truly cares about its community.”
Partner With Brands That Share Your Values and Meet Customers’ Expectations
Seventy-seven percent of consumers are motivated to buy from a company that is committed to making the world a better place. This includes protecting people and the environment.
Commit to brands that promote sustainability and social responsibility. For instance, the Rare & Forever brand relies on recycled metals for its bridal line and offers an Upgrade for Life Program that guarantees buyers the value of their purchase and facilitates upgrades.
To support your community, look for organizations and causes that speak to your values and choose brands that do the same. Rare & Forever is a proud supporter of Diamonds Do Good, a global nonprofit organization supporting programs that develop and empower people in natural diamond communities, and C.U.R.E. Childhood Cancer Association, a local organization that provides emotional, educational, social, and financial assistance to families with children who have cancer or a blood disorder.
The Rare & Forever diamond collections are available only through Rare & Forever authorized jewelers, local businesses with expertise and ethics that buyers know and trust. For more information about becoming an authorized Rare & Forever jeweler, see become.rareandforever.com/learn-more/.