De facto

We just came across a few articles on internet regarding relevance of Diamonds!

If you don't want to got through those lengthy articles, we summarize here the points that are said against Diamonds:-

1) De beers misrepresents demand / supply of Diamonds

2) Diamond increments more than Gold / Silver

3) Diamonds have no resale value

We try to counter these misrepresentations for this otherwise clean, sophisticated, organised, high yielding, highly employing trade.

1) For Diamond trade De beers rather facilitates demand / supply.

2) It also controls production of Diamonds and hence makes sure that this valuable thing doesn't go into the hands of terrorists, rebellion movements etc. Because they need to hide their huge black money and diamonds drastically reduces the money storage requirement! Gold is there, but if a nut size diamond can accomodate lakhs of dollars than a diamond is a bliss for them!

3) Kimberley Process Certification Scheme (KPCS) is the process designed to certify the origin of rough diamonds

from sources which are free of conflict funded by diamond production. The certification scheme aims at preventing "blood diamonds" from entering the mainstream rough diamond market.

4) Diamond has a resale value, as u can see it selling in all bourses, antique houses like- christies, bonhams etc. All big companies / stores which sell diamonds have effective return / buyback policies!

5) The prices of diamonds are controlled through Rappaport report , which facilitates even layman to know the approximate price of a diamond based on its color/carat/clarity and hence avoid a cheat.

6) The percentage increase in the prices of Diamonds have been on a slow graph since many years. Gold & Silver have rather exaggerated a lot more than Diamonds.

7) Grading of diamonds have been put into place so as to avoid cheating etc.

8) Diamond traders themselves teach customers about 4 Cs of Diamond.

9) Diamonds enhance beauty, makes an asset, is an investment!

10) When we buy Rs 30000/- cell phone every year which sells for not even 25% of the cost price, a few lakhs car with depreciating price, an art work painting for lakhs in the name of some unknown artist then why not diamonds for a few thousands? When you buy Diamonds you have full surity to sell it at the cost price within few months & you will also get incremented price after few years that too after satisfying you fashion whims with it! Does any tech gadget, any car, any electronics, any other luxury item provides such an option?

This doesn't means we stop buying other items and only invest in Diamonds, every thing has its own place and you should decide the percentage of your income to be spent on all.

11) Investing in Diamonds would require a lot of money but would never demand more than 20-30 % of your spendings on luxury items or 5% of your investment portfolio. And whatever you have invested in these precious stones can be encashed anytime and that too at a higher price!

12) Diamonds are a choice of high-end market, and why it shouldnot be? When a person can spend Rs 5 lakhs just like buying peanuts, then why should not be there a product for him to buy? If one needs a car one can buy a Nano or a maruti zen, which give good mileage, have AC etc., then why do people buy a mercedes or other more rich people buy a rolls royce or a jaguar?

13) Just google any country's direct / indirect tax earnings from Diamond trade.

14) Just imagine the employment this trade has given to a huge mass all over the world! From mining in Africa to polishing / trading in India & Israel to retail stores in Europe / America! The figure is in staggering crores.

But still to some, these points won't be enough to stop raising finger at Diamonds....they should learn that........ it is only that pinch of Imperfection that makes this whole world Perfect.

Regards

NJ

Winter/Fall Jewellery-Diamonds Trends 2011

The latest buzz in Fashion Industry seems to be chunks of Gold, loads of jewels and splendid Diamonds!

This season's

Major in-things and hot sellings are:-

• Big Solitaire Diamonds
• Peacock (More) patterns in Jewellery
• Meenakari
• White Gold

Major stable and slow movings are:-

• Kundan
• Small Diamond pendant sets
• Plain Yellow Gold

Plain yellow gold with tinch of white rhodium, certified diamond jewellery, diamond solitaire, diamond jewellery with meenakari are what customers want this season.

Regards

NJ

The Trust Factor: Corner Stone of Gems and Jewellery business

The Trust Factor:

Corner Stone of Gems and Jewellery business

Today’s consumer expect more & tolerate less especially when buying fine jewellery.

It’s an age-old fact that consumers are loyal to brands they trust. Whether a buyer interacts with a brand in store, online, or on the phone, trust grows or erodes with every experience. Nowhere is this more evident than with high-end, luxury purchases. Trust- more than price- is most often the factor that closes sales.

For retailers of fine jewellery, knowledge & full disclosure of gemstone treatments is the key to creating a relationship of trust with customers. Gem treatments have helped the industry grow & expand because they can transform unattractive natural gemstones into beautiful stones that sell for a lower price than untreated goods.

But deception & distrust come in when treatments are concealed, knowingly or unknowingly. This places specific responsibility for full treatment disclosure on all who handle gem materials- especially retailers selling to the consumer who trusts that his or her purchase is all that is promised.

Disclosure & Certification

This is where diamond & gemstone grading laboratories that have the expertise & equipment to detect treatments, come in. The exponential growth in the use of grading reports in recent years illustrates just how much the marketplace needs universal quality standards for gemstones & the means to identify & disclose treatments. If left undetected & undisclosed, these treatments can destabilize markets, erode consumer confidence & undermine even the most established jewellery brand.

Disclosure and Education

Grading reports are important selling & communication tools at the retail counter, but they are only half the equation. Gemmological education is the other half, so retailers and their sales people can explain properties of gemstones to their customers.

Expertly trained sales associates know how to describe treatments accurately & explain their relationship to value in a way that creates a relationship of trust with customers, & ultimately closes the sale.

Disclosures creates trust, & in so doing, provides a strong foundation for brand perception & value. Organisations built on trust will not only retain customers, but also employees & business partners, & will ensure that confidence resonates from consumers all along the supply chain.

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We at National Jewels provide most Gemstones with Laboratory certificates to ensure the grade/ quality of it.

Most of our diamond jewellery accompanies diamond authentication/quality certificate provided by reputed laboratories.

Regards

NJ

Increasing Demand for DIAMONDS

Who says Indians buy only low cost jewellery? In a changed trend, Indians are now buying high-end jewellery and the sale of such jewellery has shown big rise in the recent past.

Jewellery has been part of the Indian traditions for centuries. In the past it was treasured as a stone of value and security, but today more than even before the Indian consumer is lining up to buy jewellery that makes a fashion statement or expresses her individuality. Not only the richer class but also the sales were seen to be high in middle class section i.e. we are talking about approximately 300 million middle class consumers.

Youngsters or Elders! Women or Men everyone has a fascination towards the sparkling world of DIAMONDS

According to reports in Indian media, demand for high-end diamond jewellery, above Rs 5 lakh, is growing at 50%, much above the overall 20% growth. For jewellers, the high-end diamond jewellery is a high margin segment and the rising preference of consumers from non-metros is forcing jewellery makers focus more on the niche segment.

Marriages account for 60% consumption of expensive diamond jewellery, and today, one diamond set during weddings has become a norm in higher middle-class families. Looking at the increasing trust in diamonds and its acceptance as investment option, jewelers believe that the segment will rise by around 50% in the coming years.

Diamond Jewellery Gifting
Diamond jewellery as a gift is emerging in the market and not only in the corporate sector but with so many brand ambassadors advertising the brands, it is growing at an individual gifting platform too.

Women Power
Last but not the least the Indian woman's persona too has changed perceptibly, she is young, urban and independent. The percentage of Indian women who preferred to have a diamond set has grown by more than 300 per cent. It is found by a survey that approximately 15 per cent of Indian women within the upper-economic class own diamond jewellery. Thus the new Indian woman is a reality that no marketer can overlook.