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CNN Becomes Diamond Maven!
Diamonds have that mystical power to make pundits out of novices and wannabees as evidenced by the cogent and detailed advice dispensed by CNN yesterday to consumers on how to buy a diamond.
Comments in parentheses are mine.
The Cable News Network (CNN) website told its readers on July 26th that diamond engagement rings are "getting bigger and bigger" and that "now" is the time to "bet on love and money."
The story also describes CNN staff engagement rings given during the course of 2005. CNN holds second spot for broadcast news ratings (behind Fox News) in the United States, and its news website receives about 23 million visitors each month.
According to the news report the average price of a diamond engagement ring is $2,600, and that even larger (than 1-carat) rings are growing more popular --using style icon Paris Hilton's 24-carat emerald cut diamond ring-- as an example.
CNN provided 5-tips on buying a diamond ring. The news company told men to "involve her" with the diamond ring purchase; it labeled the "best" cut as the "ideal cut;" ( Definition, please?! )and CNN called the "5th C" the diamond's certification and not to leave the store without it ( which grading lab, fellas? it makes a big, big difference ) CNN's consumer tip on finding a lower price was to "go shy" on weight and keep with "near-colorless" as opposed to flawless ( you're mixing up color and clarity) when buying a diamond ring.
This kind of generalized, superficial, and nebulous advice is more harmful than helpful to consumers. I don't believe you would buy a home or a car this way, so why should the purchase of a diamond costing thousands of your hard-earned dollars be any different? The answer: it shouldn't.
Do your homework and research. Get as much information as possible. An educated consumer is our Industry's best customer and will give you the ability to make a purchasing decision that will max your dollars and provide you with Lifetime value and happiness!
Start Right Now!
A good place for you to begin is the Diamond Basics and Diamond Information sections of our DiamondVues Blog. Continue on to the sections on Jewelry and Diamond and Jewelry Appraisals. Then segue over to the Internet's #1 Information Station, Diamondtalk where you will find accurate and timely information and discussions on all things diamonds and jewelry.
Happy Shopping!
