"...The survey by the Diamond Certification Laboratory of Australia (DCLA) said this alarming statistic comes on top of recent case studies brought to its attention where bogus certificates from unqualified laboratories are used to overvalue diamonds.
"There have been many cases where a jeweller's valuation, which isn't independent, has been highly biased, showing significantly overstated grading of the diamond," Roy Cohen, managing director DCLA says..."
Courtesy - news.com.au
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2 comments:
Consumer confidence
I received a call this morning, one which we get on a regular basis.
The question is always the same, and our answer is always the same.
It usually starts with, "I am buying a diamond how can I be sure that I am getting what I am told".
the answer is simple.
No matter where you are buying a stone you need to firstly make sure the retailer is reputable.
A good way to determine this, is by the certificate they provide you with the diamond.
If you are offered a certificate from a reputable laboratory that is recognised by the world associations you can be sure you are getting what you are told. And dealing with a reputable retailer.
If you are offered a bogus certificate or an in house certificate of valuation you should shop elsewhere.
This advice to be simple and seems logical, YET we constantly see consumers who have been caught out.
Why is this?
Well today, I would like to share what we see.
The consumer is sceptical and mistrusting by nature,YET
when they are involved in a emotional purchase and at their most vulnerable, the sharks come out to feed,playing on the feeling of the moment and the feeling between the couple.
It takes very little to convince a first time, uninformed person that they are getting a great deal, especially with very official looking paperwork.
This always ends in tears and usually the feeling is they will never trust again.
It is amazing that a few unethical traders who perpetuate these problems bring doubt on to the industry as a whole,and my personal view is that we should stand together and get rid of them once and for all.
Point out the pit falls to your customers, they do appreciate it.
Michael Cohen
Diamond Certification Laboratory of Australia
Suite 1, Level 1
133 Castlereagh Street
Sydney, 2000
Tel: 02 9261 2104
Fax: 02 9261 4263
www.dcla.com.au
info@dcla.com.au
The survey never said jewellers were untrustworthy, it said that some consumers don't trust jewellers the same could be said for any unbranded item. That is why branding exists. what jewellers should learn from the survey is that they need to brand and they need to clean up the industry of the shonky jewellers which are few and far between.
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