Only Diamonds strives to ease the diamond shopping experience
Now that jewelers are welcoming instead of dreading the educated diamond
consumer, a new jewelry chain promotes education and pressure-free sales
as a matter of policy.
Only Diamonds is the new retail business by former Sterling Inc. CEO
Nathan Light that specializes in you guessed it diamond jewelry.
The company says its first four stores in Cleveland and North Canton,
OH; Atlanta, GA; and Las Vegas, NV have five times the amount of inventory
as an average jewelry store. But the chain's marketing effort is based on
making shoppers more comfortable than they might be in an average jewelry
store. Strategies include:
- Technology. To briefly plow through the romance to get to the
practicalities, each store has computers that measure and demonstrate the
clarity, color, cut and proportion of the diamonds. The stores also use
GemVision, a computer system that allows customers to design their own
- Trained staff. The Gemological Institute of America is training
all sales associates for Only Diamonds.
- Pressure-free sales. Salespeople, or "diamond consultants,"
do not work on commission and are trained to create a less-pressured environment.
- Personalized services. Customers can register their gift ideas
in the electronic "Diamond Dream Registry," enjoy complimentary
refreshments while they shop or look at selections in private viewing rooms.
by Stacey King Copyright © 1998 by Bond Communications.