Just as no two individuals are alike, no two jewellers are the same. Every successful jewellery retailer operates in a particular niche. There are some that cater for the mass market, while some are more bespoke. I am not suggesting that everyone must go for the bespoke jeweller. Rather it is important to discover the jeweller who is right for you. Outside of buying a house or car, your jewellery is one of life’s most expensive and important purchases. Although I would argue, it is the most important, as it is rarely ever sold or traded.
Choosing a Jeweller – Chain StoresMass market or chain stores will usually have a price advantage because they are working on large quantities of scale. They actually analyse units of cost right down to the gram. Because they know, if they can save half a gram on a ring, then over 10,000 units it will make a significant difference to their bottom line. The unfortunate thing is, this prematurely shortens the life of the ring. The diamonds that are used tend to be from parcel groups. While there are savings to be made from buying diamonds in bulk, what you lose is the ability to hand pick the diamonds.
So you might end up with the best diamond in the parcel, or the worst. Most of the chain stores will also have a very limited warranty period. Most offer after care plans that you have to purchase to help maintain their products. As without this, the clients are likely to run into issues. These product care plans also form a significant recurring revenue stream for these jewellery retailers and can cost you a lot of money in the long run. The type of experience usually received is transactional in style. The staff are trained to show you the items in their cabinet and to help facilitate the transaction, giving you some basic diamond information.
Choosing a jeweller – BESPOKEUsually although not always, a bespoke jeweller will specialise in hand making your jewellery. There is definitely a difference in the standard of manufacturing. Metal that has been hammered and forged is always stronger as the atoms inside the metal have been compacted. Rings tend to be heavier, which means that they will last longer before claws need to be replaced and the bottom of the ring reinforced.
The designs will also more likely be more unique, rather than a vending machine style process, where as soon as you take one out of the cabinet, it is replaced with an identical copy.In a diamond specialist boutique, the diamonds are more likely to be hand selected.
Having your diamond specially selected for you means that you have more control over the diamond parameters, so that you end up with a diamond that’s perfect for your partner.
With bespoke jewellers, you should expect things like a lifetime manufacturing warranty come as standard on the jewellery they craft. It always amazes me when I hear someone who is willing to spend a considerable amount of money on an item that they will have for the next 50 years from someone who is only willing to guarantee it for 12 months. A bespoke jewellery store should offer more of an experience that a mere transaction. It should be less about just forcing you to choose something out of the cabinet because it is convenient, and more about finding the piece that is the perfect fit for you, with an experience you will always remember. Bespoke jewellers generally have more expertise than a generalist jeweller and should be able to answer any diamond questions that you have, so you have complete peace of mind.