Professional Jeweler Archive: Brainstorm: Selling GE/POL

July 2000


Brainstorm: Selling GE/POL

Cyber-readers tell us what they think of the controversial diamonds

Would you sell GE/POL diamonds in your store, asked its online readers.They responded with a variety of opinions about the controversial high-pressure/high-temperature treated diamonds, distributed now under the brand name Belletaire by Pegasus Overseas Ltd., a subsidiary of Lazare Kaplan International, New York City. Here are their varied responses:

“There is definitely a marketing and selling opportunity with GE/POL diamonds. I believe they should be sold for exactly what they are and not in competition with natural diamonds.”

“Whenever you mess with Mother Nature, you are selling a ‘fake.’ People will not like the idea their diamonds are not what they should be. And why should they pay more for it?”

“Yes, I would sell the treated GE/POL diamonds. They should be marketed as enhanced, treated and altered, and full disclosure should be mandated. If the price is lower than natural colorless diamonds, the major chains will flock to them. The average consumer wants larger stones cheap. They really do not care if they are treated. The major chains do not make any issue out of treated stones. The consumer does not care as long as it is good looking. Price and look are the major factor when dealing with the masses.”

“I think some people will still want the natural untreated diamonds and they’ll be willing to pay the price, but some people still want a bargain.”

“I would not want treated diamonds in my store; it’s like selling a lie.”

“I would promote GE/POL diamonds the same way I promote clarity-enhanced stones. Probe, probe, probe as to what your customer’s needs are. There is a market for everything.

“With disclosure, it will become a marketing avenue that becomes comfortable to the consumer. And who knows? Maybe we will have better margins than with [untreated] diamonds.”

“If Lazare Kaplan has a diamond, it makes a work of art out of an unpolished rock. Like cotton in a designers’ hands, it will sell at a premium because it has intrinsic value by way of the designer who fashioned it. We dye our fabrics and mercerize the threads to enhance the look of the finished product. Why is it so shocking to apply these principles to gems?”

“I tell my customers about enhancements freely. After all, if it didn’t make the gem more beautiful it wouldn’t be done. As a woman over 40 who uses the enhancements of makeup and hair dye on a regular basis, I can relate to the opportunity and science that went into the development of the diamond processes.”

“Everybody is looking for a free lunch. I will not sell these stones in my store. If someone wants a white stone, then he should have to pay for it like everybody else. These are not the real thing!”

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