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Hearts On Fire Diamonds. Why?
Some time ago I blogged here concerning Hearts on Fire Diamonds and their website makeover.
There are websites that piggy back on the hearts on fire brand name recognition every day.
My question is why?
The Hearts on Fire Diamonds are very nice and extremely expensive.
They are possibly the most recognizable diamond brand no small thanks (due) to their uber marketing to the tune of millions of dollars a year.
Customers who buy into this brand are paying for this marketing.
The reality is that there are similar or better cut diamonds available today for less money, plain and simple.
With a little bit of homework on the internet you will find websites that offer Super-Ideal Cut Diamonds which are crafted to achieve greater precision and brilliancy than the typical ideal cut Hearts on Fire Diamond, and for substantially less money.
Most importantly, some websites will actually give you real hard data, and scientific information to quantify your diamonds cut precision and beauty, not just the romantic fluff and marketing spit out by Hearts on Fire's website.
In short, the Hearts on Fire Diamonds are definitely nice.
Are they the best diamonds that money can buy to the exclusion of all others? Certainly not.
Are they pricey? Hmm... not unless taking out a mortgage to buy a loose diamond is no big deal for you.
Are they worth the premium? You decide.
Do they offer any real information to actually back up their claim of selling "the world's most perfectly cut diamond"? NO.
My personal opinion (others may disagree) is; "Buy the diamond, not the Brand".
The reality is that Hearts on Fire has built a very successful business model selling their diamonds through carefully selected and authorized store-based jewelers across the Country.
The jewelry stores love their flagship diamond brand because of the mandated pricing structure which allows them to make a whopping profit on every diamond they sell.
The customers who buy into the brand (and don't realize or mind the hugely inflated price tag) are also happy with "The world's most perfectly cut diamond" because assuredly the diamond is quite beautiful.
What is interesting to note however, is the fact that Hearts on Fire branded diamonds are not sold or marketed on the Internet.
In fact, Hearts on Fire diamonds could never survive on the Internet, where diamonds of even better cut quality and beauty are sold every day for a fraction of the price.
The customers who buy Hearts on Fire diamonds in the stores, would probably never buy a diamond on the net...period. They enjoy and are willing to pay for the beauty, brilliancy and consistency of The Hearts On Fire Diamonds.
Conversely, the customers who research buying diamonds on-line and wind up with an ideal cut, hearts & arrows diamond purchased on the net at a fraction of the Hearts on Fire diamond prices, will probably never walk back into a local jewelry store again......
The "right decision" and the "right diamond" is the one that works for you, personally.
Comments
This is completely wrong... Jewellery stores make the same profit on almost everything in the store. HoF is no exception.. And yes buying a diamond online will be a large price difference but every diamond is different even though they are graded the same. When you buy your ring or diamond from a jewellery store one of the many things you are buying is the service. Most stores will back up their product if any problems do occur. Overall, if you want to find a cheap diamond, buy it online, if you want to know exactly what you are buying and you know where to go to get it serviced.
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