THE CASE FOR NATURAL DIAMONDS

Disclaimer: This email is not for everyone. I am NOT looking for a debate. I had many jewelers ASK me for HELP selling Mined diamonds. This email is for THEM. This email is for anyone who wonders WHY they should buy, love, sell, and crave NATURAL DIAMONDS.

Natural DIAMONDS

are WONDERFUL

JEWELERS

 YOU Need to Believe in all the GOOD Gold,

Diamonds, & Gems DO for the World,

or Your Customers Never Will

ONE LINERS

Lines too Help YOU Sell More

NATUAL DIAMONDS

Many of you asked me for this, so here my best ideas

"The whole POINT of an engagement ring is to show her you love her by giving her something of value. Do you think now is the time to be cheap? What message will that send her?"

"Which one do you want to pass on to your kids?"

" You only do this once. Make it the real thing. Do it right!"

"How would you feel if she bought you a Rolex made in China?"

"You plan on being married forever right?"

"Do you want a diamond made in a microwave or one made by GOD?"

"Many dictionaries define a gem as something RARE. By this definition it is questionable if a factory grown diamond is even a gem."

"Is she special is she rare? Do you want to buy her something with unlimited supply that is mass produced in a factory, or something special and rare like she is?"

"It's a dowry. For thousands of years, something of VALUE has been exchanged at a wedding to prove commitment"

"You can get the Coach bag or the knock off. There is a market for both. Which is right for you?"

"A diamond is more than a gem...its a feeling. It makes her feel rich, successful, loved. You loose that feeling when you buy one that is worthless.

"Once you walk out this door no jeweler will buy this lab back for any amount of money, what does that say to you about this product?"

"Natural mine diamonds feed millions of poor in Africa. They do so much good for the world they are the true symbol of love and you are throwing them away because you found something cheaper?"

"Diamonds purpose is as a symbol of LOVE. What will she think when she finds out you bought the cheapest and not the real thing?"

So what's the problem with lab?

Problem is when people walk into a jewelry store they expect to see something of value. When something is put next to a diamond as an alternative to a diamond people think it's valuable. This is a lie. They are worth nothing.

You see if everyone can afford a diamond then no one will want any diamond. Even lab. LUXURY is never supposed to be for everybody. The only reason anybody wants diamonds is because NOT everyone can have them! There are many studies on this. Part of the JOY you get in flying 1st class is knowing not everyone can. The JOY comes in knowing that others can not have it. If everyone can have something then nobody wants it. You can see this time and time again with brands that cheapened themselves. They opened in outlet mall and then no one wanted any of their product.

When you sell people the cheaper option, when you tell them to buy a made in a factory mass produced diamond as an engagement ring you are telling people that it's NOT important to spend money on fine jewelry. In the long run this is going to be very dangerous. It's going to hurt all of our sales both lab and natural. I'm not out to debate I just want you to know WHY it's important to love and sell natural and to think of the long-term implications to selling $150 diamonds.

This is the biggest challenge to the jewelry business in my lifetime. If we're only replacing natural diamonds with lab, I would be sad, but I would not be in emergency mode. Lab diamonds are slowly destroying all diamonds. The problem is LAB diamonds are the definition of a bad product. They are not only destroying the natural diamonds they are replacing, but they're destroying themselves too as their price plummets every day. What happens when engagement rings are $150? Can you afford to pay your staff or keep your doors open with the amount of time it takes to sell an engagement ring?

Your copy should address 3 key questions: Who am I writing for? (Audience) Why should they care? (Benefit) What do I want them to do here? (Call-to-Action)

Create a great offer by adding words like "free" "personalized" "complimentary" or "customized." A sense of urgency often helps readers take an action, so think about inserting phrases like "for a limited time only" or "only 7 remaining"!

TRY THIS!

   Just start talking about how great Diamonds are to the next person who walks in.

"Did you know DIAMOND revenues enable every child in Botswana to receive free education?!"

Don't sound like you are selling, just that you are enamored with how great diamonds are. The more your convinced they are the best thing sliced bread, the more of them you will sell.

EVEN THE BLIND CRAVE DIAMONDS!....BECAUSE OF THE WAY IT MAKES THEM FEEL

Women....think about how you feel when you put on your costume ring.. now think about how you FEEL when you put on a REAL DIAMOND ring. Diamonds are more than chemicals. Diamonds make you feel loved, rich, successful, glamorous. Even blind people want real diamonds, because it's not what they look like, it's the way they make you FEEL. A Rolex and a fake Rolex. Both are watches, one makes you FEEL important/successful/ fashionable. Don't sell what a diamond is, sell what it DOES. A real diamond makes you feel loved, secure, and successful.

You have help

Two great organizations that will help you tell the

STORY about how Wonderful Diamonds are.



Lets talk Diamond MINING

.... it's AWESOME! Did you know 

 DIAMOND mining out performs all other mining?

It has the smallest carbon footprint. In all ways your can measure, its the BEST. It uses no chemicals. Few mining can claim that! 

More Women  are in executive positions in diamond mining than any other industry. The  

3rd largest mine is run by a women and 70% of their staff is female.

 Diamond mine is 50Xs SAFER than other construction jobs and even 3xs safer than working in a USA retail jewelry store.

Talking again carbon footprint. Did you know if you added up 

all the mines and all the diamond offices it would take up a space smaller than NYC. plus the mines set aside 3xs that much land as protected.

A great story to tell customers is that a MINE was closed mine for 6 months because a bird nested on the side of the mine. It cost the company 10 million dollars. A plane landing strip was once closed for 7 weeks because of a wolf cub.

Please share. More people in our industry need to know how conscientious our mining is.



WHY DIAMONDS ARE GREAT

*Diamonds have always been a concentrated form of storing wealth. Every Jewish grandmother has a story of someone using diamonds to save a life. In India if a man dies all the women has is her jewelry. It is her life line.

*They offer privacy. A diamond owner has 100% direct ownership of a portable tangible asset of value. Yes like stocks sometimes the value drops, but it would be hard to argue diamonds are not valuable.

*Diamonds have historically retained value long term.

*There is a universal belief that diamonds have enduring value.  

*Diamonds do not incur property taxes or require liability insurance.

*There is an international demand for diamonds. World wide they are loved.

 *Diamonds do not wear over time. Cars rust, furniture wears, flowers wilt, but diamonds truly do retain value. 

*High end Diamonds are rare. Think about a 10ct D VVS1 Oval. there might only be one in the whole world.

To the haters who think that think I only sell natural because I want to make money.

I want you to know that I lose money every day because I don't sell labs. I could

make a lot of money selling labs, but I choose not to. The miners in Africa supported my family for 5 generations, including my grandfather above. I believe it's my time to support

 them now. I sleep better at night knowing I sell what I believe in.