Tunneling to an Inclusion
Show your customer the fascination of laser-drilled and fracture-filled
There's some question as to whether you should disclose the presence
of laser drill holes in a diamond. The Federal Trade Commission says you
don't have to because it's considered a permanent treatment. But people
don't drill holes in diamonds for the sheer pleasure of it. The drilling
creates a minuscule passageway into the heart of a diamond a tunnel
to reach an unsightly inclusion. This man-made opening allows for further
treatments, such as boiling out included crystals with acid.
In other cases, if there's an internal fracture, feather or knot, a laser
drill hole becomes a passageway to introduce glass-like substances that
soften or minimize their appearance. In this case, the FTC says you must
disclose the treatment. Because you can't begin the filling treatment unless
there's an opening, it stands to reason you might as well disclose the entire
series of treatments.
Even if the FTC has relaxed its stance on disclosure, you don't have
to. For example, CIBJO (the International Confederation of Jewellery, Silverware,
Diamonds, Pearls and Stones), has recommended the laser drilling of diamonds
be clearly and unambiguously disclosed. "This is a consumer-led business
and consumers should know what they are being sold," says Jack Ogden,
CIBJO secretary general. The Diamond Promotion Service agrees, saying undisclosed
treatments will backfire on jewelers and reflect badly on the industry.
Retailers who disclose treatments say it can and should be done in a
positive manner. The whole concept of drilling minuscule tunnels into a
diamond is rather ingenious. Your customer just might think so too, particularly
when considering vastly lower prices for diamonds that look as good as more
expensive untreated ones. It's all about rational decision-making for customers
who can't afford to acquire the best but still have a taste for a
To romance the laser-drilled and fracture-filled diamond, show your customer
what it's all about using a microscope. The captions detail what your customer
is likely to see, and what they can hear about the process, from you.
by Robert Weldon, G.G.
Copyright © 1998 by Bond Communications.