Although we sell other jewelry here on this site, we don’t think it works to sell diamonds over the Internet. If you think about you the customer being the best judge of beauty, and just how individual that perception is, and how “the numbers” really don’t tell the whole story - it should make sense that we won’t sell diamonds online.

Don’t get us wrong – the Internet is great – especially for you customers. You can do research and independently learn about diamonds – even if the company selling diamonds might bias the information. If you do your homework, you can gain knowledge and even establish some basic pricing guidelines to make sure that you are “in the ballpark” as to size, quality and price of the diamonds you are looking at.

But, as we alluded to above, Seeing is Believing, and numbers don’t tell the whole store. “The numbers” or the diamond certificates cannot describe the actual beauty of the diamond. Diamond A may have the same grades and “numbers” as Diamond B, but can seem “dim” (for many possible reasons). When a professional diamond buyer buys these two diamonds, they will pay less for “the dimmer” Diamond than “the brighter” Diamond because they are looking at it and know that it is not as pretty. If they were selling them in a store where the customer could see the difference, “the brighter” Diamond will sell faster and command a higher price because it is much prettier. This is natural and the free-market at work. Remember, the grading certificates of these two diamonds look the same. 

Now, if they were sold “blindly” by the numbers without allowing for side by side comparison, who would know the difference? So, here is what is happening. Diamonds that may not be as pretty but have favorable “numbers” (and this happens very often) are often being sold “blindly” (or without the ability to easily compare with others) while the better, more beautiful diamonds are shown in person to exhibit their beauty. Again, this is a natural, free-market reaction. We just don’t think that it is in your best interest to buy diamonds in this way. 

The great thing. There’s a wonderful diamond here at Fey & Co. with a magic and personality you’re going to love. Come see how easy it is to find it.