Prestige Jewelers Sales Meeting Sales Presentation

The 4 C’s Determine Diamond and Value  Cut Refers to a diamond’s reflective qualities, not its shape Angles and number of facts determine how diamond reflects light  In well-cut diamonds, light enters from the top, reflects from one side to the other, and exists out the top.  In poorly cut diamonds, light enters from the top and “leaks” the bottom.  Clarity Refers to a diamond’s flows (or inclusions)  Internal air bubbles  Surface cracks Diamonds range from Flawless (no inclusions) to Included 3 (flaws visible to the naked eye)  Color Refers to a diamond’s color  Reflects the most light Grades on alphabetical scale from “D” to “Z”  Fancy color diamonds do not follow this rule  Carat Refers to the unit of weight by which a diamond is measured The greater the carat weight, the most expensive the diamond

Determining a Diamond’s Quality  Microscope/Loop A microscope or jeweler’s loop will show any inclusions in a diamond  Diamond Tester Uses light to verify that the diamond is real Does not guarantee quality of stone, just authenticity  Certification Certifies the quality of a diamond Certificates should come from a reputable source Certificates could cost up to $200

Buyer Beware of “Treated” Diamonds  Filled with glass to enhance clarity  Treated with heat to enhance color Used to turn yellow or brown diamond into a fancy-colored Color may change over time  Painted for color to offset yellow color Wears off quickly Easily detectable

Caring for Diamonds  After you purchase a diamond be sure to remember diamonds are brittle and can crack if banged. Finally, when a diamond needs to be cleaned, use a jeweler’s polishing cloth or bring it to your jeweler.