Today’s diamond buyers, largely millennials and Gen Zers, are well-informed. They expect high-quality diamonds and want to know what styles are trending before they make a purchase, especially when it comes to an important decision like an engagement ring.
“Jewelers have an opportunity to give shoppers exactly what they want, a beautiful diamond,” said Larry Sanders, registered jeweler American Gem Society, IJO master jeweler, and president and CEO of Sanders Jewelers. “Buyers know what they like and want to feel confident in their purchase, trusting their jeweler to offer an inventory of high-quality stones with maximum brilliance and accurate grading.”
According to The Knot 2021 Jewelry & Engagement Study, last year half of in-store diamond purchases were made at local jewelers, rather than big- box stores. It’s not surprising. These are the experts buyers know and trust.
That’s why Rare & Forever, a brand of natural diamonds hand-selected for their quality and graded with artificial intelligence (AI) to ensure accurate, consistent results, are available only through authorized local jewelers. Purchasing from a local business enables buyers to view their diamond in person and receive guidance and expertise from a knowledgeable, trustworthy source.
Rare & Forever diamonds are prescreened for brown, green, or milky (BGM) qualities that devalue and detract from their sparkle. For security, they are table-inscribed with a permanent ionic inscription that, unlike traditional diamond laser inscriptions, does not detract from their clarity or light performance.
Rare & Forever offers an Upgrade for Life Program that guarantees buyers the value of their diamond purchase and facilitates upgrades. Purchases also come with the satisfaction of knowing 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.
For more information about becoming an authorized Rare & Forever jeweler to offer diamond buyers what they’ve come to expect, visit become.rareandforever.com/learn-more.