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Here are some of jewelers favorite sales lines used to sell diamonds. This guide on sales lines exposed will help you avoid invalid sales pitches and false information. Have Fun!!


Innuendo: Every diamond we sell meets the standards for an AGS Ideal Cut.

Reality: This is absolutely not true. If you want to prove this to yourself ask the jeweler if they will send the diamond to AGS for “Ideal” certification before you buy it. They won’t. Now you know you can’t trust them on other things.

Innuendo: This diamond has an excellent (GIA) cut grade.

Reality: The term “excellent” is being used her as an adjective, not as an actual gemological cut grade. Many stores use phrases like this hoping you will assume that “excellent” refers to an actual cut grade, which it doesn’t. Ask if the “excellent” is a guaranteed actual GIA cut grade, and then ask them to prove it. (See Diamond Grading)

Innuendo: Every diamond is equal in quality.

Reality: This is a feeble attempt to discredit ideal cut diamonds. An ideal cut diamond is exquisitely more beautiful and a very rare cut diamond. Try asking the salesperson who claims this: “so this diamond you’re showing me is ideal cut?” (Because if there’s no difference, then all diamonds should be ideal cut, right)? Then ask if you can have it certified by AGS as Ideal before buying it.

Innuendo: You should be willing to pay much more for these diamonds.

Reality: Any diamond that shows the eight star pattern under a scope is a Hearts and Arrows ideal cut. That’s how you tell. There is no difference. (They’re beautiful, by the way!)

Innuendo: GIA (and AGS) recently created new standards for cut in the grading of round brilliant diamonds. These new standards are based on the brilliance performance of the diamond in different lighting conditions. However, once they had determined which diamond performed the best, they documented what proportions (measurements and angles) gave the best performance and these are the measurable, repeatable standards used to assign a cut grade to any diamond. Salespeople who tell you proportions don’t matter don’t understand or are intentionally misleading.

Innuendo: There is no difference in sparkle among diamonds.

Reality: There are huge differences in the way diamonds are cut, and consequently vast differences in the way they sparkle (since the quality of the cut determines the brilliance). Claiming there is no difference is either incredibly naive or a blatant lie.

Innuendo: This is better than an Ideal Cut diamond.

Reality: GIA doesn’t agree that more facets make a diamond more brilliant, nor does AGS. AGS does claim (and we agree) that a true Ideal Cut diamond (also called an “AGS triple zero”) is the most brilliant diamond. If you see a true Ideal Cut you’ll probably agree.

Innuendo: This is almost as good as an ideal cut.

Reality: “90% Ideal” could easily be Poor cut, the lowest grade there is. Working with a percent voids the real issue of Cut Grade.

Innuendo: This is a good cut.

Reality: Pure shmooze. How did they measure “93 percent”? Ask for an actual GIA cut grade, don’t settle for hype.

Innuendo: Justification for charging more.

Reality: The only shape more than a round brilliant is a trillion. All other shapes are less.

Innuendo: Dealers who tell you a cut grade are wrong.

Reality: There are definitely bona-fide cut grades for every shape of diamond, except trillions. These have been established by the American Gem Society (AGS), and are called Light Performance Cut Grades, since they actually predict how the light will perform in any given diamond. This system for establishing cut grades is available to any jeweler. Salespeople who deny the existence of cut grades on non-round diamonds are either grossly misinformed or hiding crucial information from you.


Innuendo: The price will be less from a small store with little selection.

Reality: Overhead is only one factor in determining price. This is a weak effort to keep you from shopping around. Besides, Wilson Diamonds guarantees to beat any quote. Large buying power and large volume can easily trump lower overhead. (Walmart has much higher overhead than most stores but lower prices.)

Innuendo: We will sell you a diamond at the price stores pay.

Reality: “Wholesale cost” varies greatly from jeweler to jeweler. One jeweler’s cost may be actually more than another’s “retail.” It’s incredibly naive to think you’re really getting a wholesale price. Prices from “wholesalers” seem lower because the actual grades are misrepresented, always.

Innuendo: We will sell you at a lower price.

Reality: Only chain stores can claim this with validity, (they’re huge) but they also have the highest prices in our market. Obviously, there’s a lot that happens in a business to determine prices. The real point is, what is the selling price compared to other stores? (See Questions You Should Ask)

Innuendo: My friend will charge you less than other stores.

Reality: Your “friend” may have good intentions, but naivety and lack of buying power has caused countless high prices, poor quality, and major disappointments, all in the name of friendship. If you’re smart you’ll shop around.

Innuendo: Same quality, less money to copy a style for you.

Reality: First, you should know it’s illegal to copy someone else’s copyrighted style. Second, it NEVER turns out good. Don’t be complicit in this scheme and end up with a lifelong regret. If you still don’t believe this, protect yourself by having the jeweler sign this Custom Ring Form before you commit. If they won’t sign, don’t do it.

Innuendo: There’s not another diamond like this.

Reality: Please. This is a disingenuous sales pitch used to create pressure. Don’t believe it. (See Pressure Tactics)

Innuendo: You’re my best friend. I will charge you less than anyone else.

Reality: It may be a deal according to the salesperson’s buying price, but often not when another’s selling price is compared. (See Smart Diamond Buying.) Whenever you hear this be certain to shop other places.

Innuendo: Buy right now or you’ll pay more.

Reality: Sales in the diamond business are usually marketing ploys to pressure you to buy as opposed to an actual lower price. They mark the price up higher so they can mark it down to appear it’s on “sale”. It might interest you to know that Wilson Diamonds has never had a sale in 36 years, and yet we guarantee our prices to be lowest.

Innuendo: Lower Prices.

Reality: Most jewelers buy from direct sources, even though they pay way different prices, and mark up differently as well. The real issue is what price you’re paying.


Innuendo: GIA backs us.

Reality: GIA provides classes for certain gemological degrees, but they stand behind no one’s grading but their own. There is no such thing as a “GIA certified grader.”

Innuendo: You can trust the grade

Reality: Almost all “certified” diamonds are not GIA or AGS certifications. Therefore you actually can’t trust the grade. Dealers wishing to “validate” their misgrading use non GIA lab certificates which inflate grades. (See Certified Diamonds herein)

Innuendo: This is all you need to know to compare this diamond price.

Reality: This is an incomplete grade. You need to know the cut grade to fully understand what you’re buying. Surprisingly, most stores do not disclose this information. Since cut is the most important of the four grading factors you should not accept this kind of quote, or shop at this kind of store.

Innuendo: We’re better than other jewelers.

Reality: AGS is a good organization with sound policies and a good code of ethics. However, being an AGS member does not guarantee a good price, accurate grading, or even finely cut diamonds necessarily. Also, don’t confuse an AGS certified diamond (of which we carry many) with an AGS member. AGS members do not have the authority to issue AGS certificates, which, by the way, are more respected in the trade than GIA’s certificates.

Innuendo: AGS (or GIA) stands behind our grading.

Reality: Neither American Gem Society (AGS) or Gemological Institute of America (GIA) stand behind anyone’s grading but their own. No store has the power to issue AGS or GIA certificates.

Innuendo: Clarity enhancing is without any drawbacks, and cheaper.

Reality: Clarity enhancing a diamond is a way to make the inclusions less visible to the unaided eye. It makes the diamond slightly less durable under certain conditions, most notably if the diamond is heated with a jeweler’s torch. This might be the way to go for some people. Several jewelers carry these diamonds. They should cost less than completely natural diamonds, but we’ve often found that our own price on comparable non-clarity enhanced diamonds is better than those selling treated diamonds. Shop around.

Innuendo: Those claiming a cut grade are making it up.

Reality: This is a smoke screen to avoid giving a customer an actual cut grade. GIA most certainly does have a cut-grading system even though many jewelers hide from customers how their diamond would rate using that system. Avoid any store that leaves this most important grade undisclosed.

Innuendo: You can only trust us and no one else.

Reality: There are several graduate gemologists at different stores in Provo. Being a graduate gemologist can be good, but doesn’t necessarily guarantee correct and complete grading, a good price, or salespeople you like.

Innuendo: Other stores inflate their diamond grades to look better.

Reality: Unfortunately, almost every store claims they are the only true graders in the market. If you want to really test who’s puffing and who’s the real deal, ask them to sign this quote form before you commit to buying. It will then become instantly clear who stands behind their grading and who can’t.

Innuendo: Don’t try to shop around, just buy one.

Reality: Grades determine everything about price, beauty, and value! Good grades sparkle much more. It pays to shop and do your homework. Prices vary widely.

Innuendo: We give accurate color grading.

Reality: A colorimeter can be a helpful tool to grade color on some diamonds. However, they are inaccurate with certain diamonds. Interestingly, GIA labs only use special standard diamonds called Color Master Grading Diamonds to determine the color. Besides, if a customer is not allowed to see their diamond graded on the colorimeter, what good does it do you?

Innuendo: It’s almost flawless.

Reality: Even a very low grade diamond is “90% flawless.”

Innuendo: Our grader is better trained than anyone else.

Reality: There is no such degree offered by GIA.

Innuendo: People who use them are grading inaccurately.

Reality: GIA only uses color masters to grade color.


Innuendo: Our rings are original exclusive designs.

Reality: Usually the designs have been copied from originals so you can see those originals at other places, and done in better quality. Besides, another store may have a design you like better anyway. Look around.

Innuendo: You can trust us.

Reality: Anyone who has to tell you they are trustworthy should be avoided-quickly.

Innuendo: Better quality, unique styling.

Reality: Most jewelers custom manufacture. Great for some customers, some not. Custom is more expensive and generally lower quality. (See What About Custom?)

Innuendo: “Suggestive: type close.

Reality: Diversion tactic to avoid the real issue. Make your decision to buy first, then do paperwork. By approving financing, the sales person ties up your credit availability, so it is less likely you can be approved elsewhere! (See Pressure Tactics)

Innuendo: Better security.

Reality: High tech toy to wow customers. Very little practical value.

Innuendo: Buy a carat. Spend more money.

Reality: Watch out for sales lines like this that appeal to your vanity and the salesperson’s commission!

Innuendo: This compensates for any price that seems too high!

Reality: “Extras” (“free” insurance, “free” service, etc.) are not the central issue. Don’t let them distract you from real comparing. These are used as final push to get you to buy.

Innuendo: Men’s band is really free.

Reality: Nothing is free. You’re paying for it via higher prices on the ring purchase needed to qualify, no matter what the salesperson claims.