12 BIG MISTAKES PEOPLE MAKE WHEN BUYING A DIAMOND…..
MISTAKE #12 – BUYING BASED ON PRICE POINT OR DISCOUNT
Seems like a good idea, but you could be asking for trouble. This is why…the lowest price diamonds are normally the ones with the worst cut and CUT can affect the value of a diamond up to 50%.
Disreputable jewelers manipulate pricing by giving “percentage off” in order to give the false perception of a “deal”.
MISTAKE #11 – BUYING A DIAMOND ON THE INTERNET
Diamonds should ONLY be bought by viewing diamonds by comparison. Use your best tools – your very own eyes. Certifications can only establish rarity, the human eye can determine beauty. Google “False GIA certifications” and see how many certificates are manipulated to cheat customers.
MISTAKE #10 – ASSUMING A BEAUTIFUL FREE STANDING STORE CHARGES MORE THAN A MALL OR STRIP CENTER STORE
The most expensive rents are experienced in the malls where percentage rents are paid. Independently owned jewelry stores own their buildings, reducing their expenses dramatically. These expense savings result in advantages to you.
MISTAKE #9 – “SELF EDUCATION“ IS SUFFICIENT TO PROPERLY JUDGE VALUE
True diamond expertise is acquired over many years and involves viewing thousands upon thousands of diamonds for comparison. MJ has more Graduate Gemologists from GIA than any other jeweler in Nevada. Let one of our experienced professionals guide you.
MISTAKE #8 – CHOOSING FROM A LIMITED SELECTION
Our incredible selection affords you the ability to compare many diamonds of different qualities insuring you purchase exactly what you envision within your allotted budget.
MISTAKE #7 – BELIEVING “COLOR AND CLARITY” ARE THE “MOST” IMPORTANT FACTORS OF THE FOUR Cs
Many people believe that all diamonds that have the same color, clarity, and carat weight are equal in value. Nothing can be further from the truth. By far THE MOST IMPORTANT “C” of the 4 Cs is CUT. The cut can be demonstrated perfectly by the Hearts On Fire diamond. You owe it to yourself and your significant other to experience the “World’s Most Perfectly Cut Diamond.
MISTAKE #6 – NOT SHOPPING WHERE GUARANTEES AND CUSTOMER SERVICE IS “WITHOUT QUESTION”
At MJ, there is “no question”! We provide you with the best warranties and guarantees in the industry. We offer: free ring sizing at time of purchase, free cleaning and polishing at any time, free independent lab certification and laser inscription on diamonds of one half carat or larger, free lifetime guarantee against defects in manufacturing, a 100% trade-in value.
MISTAKE # 5 – ASSUMING A “LAB” REPORT EQUALS A “GOOD DIAMOND”
Just because the diamond has a report or “certification”, remember, you still need a trained consultant to evaluate all of the characteristics. False diamond certifications are commonplace among less than reputable or uneducated jewelers.
MISTAKE #4 – BUYING A DIAMOND WITHOUT LASER INSCRIPTION
Laser inscription insures that an independent lab has confirmed a match between the diamond and the certificate. The lab number is inscribed on the girdle of the diamond to insure absolute security and identification.
MISTAKE #3 – BELIEVING A STORE APPRAISAL IS EQUAL TO AN INDEPENDENT LAB REPORT
The reality is that an appraisal given as certification of a diamond’s characteristics (color, cut, clarity and carat weight) is just the opinion of a jeweler from whom you’ve made your purchase. You should ask for a certificate from an independent unbiased laboratory.
MISTAKE #2 – NOT HAVING THE BENEFIT OF STRESS FREE SHOPPING
MJ makes selecting a diamond as stress free as possible. Our diamond consultants are trained extensively in service that eliminates the normal stress associated with a diamond purchase. At MJ, we elect to “serve” rather than “sell”, allowing our guests to focus on the reason they wanted to purchase the diamond in the first place. Having the best selection and latest bridal designs in the industry makes shopping at MJ….STRESS FREE!.
MISTAKE #1 – BUYING YOUR DIAMOND FROM SOMEWHERE OTHER THAN
M J CHRISTENSEN DIAMONDS
MJ was selected as one of America’s Top Engagement and Wedding Ring Stores in the country. In addition, we were voted America’s Top Platinum Retailer by the Platinum Guild International, voted one of the top 132 jewelers in America by Harper’s Bazaar magazine, inducted into the Gemological Institute of America’s League of Honor, and inducted into the American Gem Society’s Circle of Distinction, voted Best Jewelry Store in the RJ’s Best of Las Vegas reader’s poll, recognized by the Knot.com as 2011 and 2012 “Best of Weddings” category. For 73 years, MJ has enjoyed one of the most prestigious reputations of any retailer in Las Vegas…….WITHOUT QUESTION!
