December 2017

Like? Share!

Four Ways to Tell the Diamond Story

The power of storytelling is universal. Who doesn’t have a favorite childhood story that brings back fond memories? The way to consumers’ hearts is by telling a story that moves and excites them. This is true in the diamond jewelry market, as much as any other. Every jewelry brand and every diamond needs a story that potential buyers can connect with and relate to. Here are four ways to create the best diamond story for your customers:

1. Make the Story a Happy One

Ever wondered about the proliferation of cute baby animal pictures on social media? A Japanese study proves that people demonstrated improved performance on detail-oriented tasks after viewing cuddly animal pictures. Moreover, research has shown that marketing a product with an inspiring, positive story is more likely to resonate with the customer.

When it comes to selling diamonds, the story is all about love, beauty – and of course, the diamond’s value. Light performance grading is an effective way to create a beautiful story about the diamond. Light performance is a measure of the diamond’s unique interaction with light. Each diamond has a different light performance, depending on the diamond’s cut, size, proportions, natural birthmarks and flaws. In showing the diamond’s individual light performance, you are telling a powerful story of the diamond’s visual appearance. It sure beats a dry, technical diamond report.

2. But Not Too Happy

Fluffy kittens are adorable, but it’s not quite that simple. Any successful story, whether a children’s fairytale, bestselling novel or product story, must be authentic, deep and true. It must come from the heart. But not every story is perfect, with a cut-and-dried happy ending.

The very same is true of diamonds. Formed naturally over billions of years, under immense pressure, most diamonds show some kind of flaw. Truly flawless diamonds are rare, and expensive. How do you sell a diamond that is not perfect or flawless? Although most people love fairytales, they also understand intuitively that life is more complex and nuanced than that. In fact, it is in the varied nuances of life that genuine excitement and beauty is found. That’s a great way to approach selling diamonds. Accurate diamond imaging that shows the diamond’s unique pattern of inclusions and flaws can be leveraged on the sales floor to tell a one-of-a-kind story.

3. It Must Be a True Story

Have you ever come across a company whose founder has a quirky or relatable personal story? Check out the story of the founder of Do, the raw cookie dough chain that has taken the US by storm. Her childhood story only makes the brand sweeter. It gives a face to the brand, and also reflects its cultures and values in her persona.

Why are CEO stories so effective? They turn a branded business into a real life story, something the customer can care about. But in order to truly make an impact, the story must be authentic. The same applies to diamonds. Today’s consumers are informed, passionate and opinionated. They won’t respond to cheesy sales pitches or smoothing over the diamond’s flaws. They want the real deal. This is why it is critical that the diamond report you provide be based on the most accurate, reliable diamond data available today.

4. You Have to Tell It Everywhere Your Customers Are

If you’re going to tell a diamond story, tell it to your customers where they are. And where are they? Online, and mostly on their mobile phones.

In order to be accessible and effective, the diamond story must be three things:

  • Interactive: Customers need action and stimulation to feel engaged with a product. Gamification, videos and dynamic images are a great way to make your customers interact with the diamond story.
  • Mobile responsive: According to research, American adults spend an average of 4 hours a day on their smartphones. If you want to tell the diamond story to customers, make sure they can access it on their mobile phones, and make sure it provides a comfortable user experience.
  • Shareable: Did you know that 47% of millennials use social media to make purchase decisions? And consumers who use social media as part of the shopping experience are four times more likely to purchase? Make the diamond story a story that customers can share, via social media, chat apps and email.

The Sarine Profile™ report is a digital diamond story that covers all these angles. To find out more about Sarine Profile™ and the new expanded 4Cs and diamond authentication service, click here or contact us.

Subscribe to the Diamond Blog

Get the latest technology, grading and retail news straight from the source, straight to your inbox.


World Famous Jewelers Series Part 6: Chopard

Once Upon a Time in Switzerland… Our tale begins in the village of Sonvilier, Switzerland where we find Louis-Ulysse Chopard, the second son of Félicien and Henriette Chopard. Félicien was a farmer but he encouraged his sons to enter the watchmaking trade. Louis Chopard had a talent for the craft and quickly built a reputation […]

World Famous Jewelers Series Part 5: Graff

Born to be a Jeweler: The Meteoric Rise of Laurence Graff When 15-year-old Laurence Graff began his first apprenticeship in a jewelry manufacturing warehouse in London, he never dreamed he’d be honored with the Order of the British Empire (OBE) by Queen Elizabeth in 2013. In fact, after three months working in the warehouse and […]

World Famous Jewelers Series Part 4: Boucheron

The Jeweler of Place Vendôme: How Frédéric Boucheron Got His Start Frédéric Boucheron always knew he wanted to be a jeweler. He was born in 1830 to a family of French clothiers, and at a young age he apprenticed himself under jeweler Jules Chaise. By the age of 14, he had completed his apprenticeship and […]

World Famous Jewelers Series Part 3: Faberge

The Man Who Created The Egg In 1885,   Tsar Alexander III commissioned Faberge to create an Easter egg as a gift for his wife, Empress Maria Fedorovna. With this simple gift, the Faberge Imperial Egg Collection was born. The first egg was called the Hen Egg. Inside a white enameled shell rested a solid gold […]

World Famous Jewelers Series Part 2: Tiffany & Co

The name Tiffany & Co. evokes thoughts of little blue boxes, glass lamp shades, and for those who know, the Super Bowl’s Vince Lombardi Trophy. The store is famous for its Tiffany setting engagement rings, chain bracelets with an engraved heart charm, and delicate pendant necklaces. Where did this legacy start? Who is the man […]

World Famous Jewelers: The Names Behind the Designs.

Part One: Harry Winston Tiffany & Co., Cartier, Harry Winston – all famous jewelers and household names. We see their designs on the red carpet, along with Boucheron, Fabergé, Piaget, and many more. These companies are more than just brand names; they were the passion and brainchild of people who loved high quality, stylish jewelry, […]

Rough diamond planning

Cloud Planning: Make Your Rough Planning Up to 10 Times Faster

Planning rough diamonds with Advisor™ software is a complex process that uses loads of computer processing power. Today, with Galaxy™ inclusion mapping technology, the number of rough polishing plans created by Advisor is essentially infinite. With various advanced options to choose from, such as triple planning, Best Value™, CAP and more, the rough planning software […]

Tension Viewer: Reducing the Risks of Rough Diamond Sawing

In addition to all types of inclusions and flaws, rough diamonds have internal tension or stress that occurs naturally as part of their structure. Developed over millions of years during the diamond’s unique formation process, the level and location of tension within a rough diamond varies from stone to stone. When cutting a rough diamond […]

New Software Release: Sarine Advisor™ 7.0 Rough Planning

Advisor™ rough planning software is used by manufacturers worldwide to effectively plan polished diamonds and maximize the achievable yield. Sarine recently released the latest version of the industry-leading software, Advisor 7.0. The release is packed with dozens of new, advanced features, the result of user feedback received from diamond planners working with Advisor all over […]

Advisor 6.0 New Feature: Scoop Planning

Advisor™ is Sarine’s flagship rough planning software product, and the most widely used program of its type. Since its initial development and launch in 1995, the Advisor program, together with the Galaxy™ inclusion mapping system, has become a staple software for diamond manufacturers worldwide. We’re launching the first product post of the Diamond Tech blog […]