Usually, our customers have already been converted to the quality concept instead of the quantity concept, and they are looking to reduce the number of rings, and acquire one or two much bigger or better pieces. Typically, we might be consulted by someone who has suffered a burglary, and has lost perhaps 20 various pieces of jewellery, perhaps totalling 2000 in value, with the best piece having cost perhaps 400, or twice the average value. Usually, when it comes to replacement, they prefer to buy two or three bigger, better pieces, with the best piece possibly worth over 1000. So often customers have been very upset at first because of the loss of pieces bearing a sentimental value, and usually, by their last visit, they volunteer the thought that they have actually gained in the process, often because half their old jewellery was not worn regularly, or had perhaps gone out of fashion, and that they had been contemplating trading some of it in for better pieces, when they could. At this point, they are quite likely to agree with us that a few better pieces are more desirable, and give more pleasure, and therefore better value, than a whole collection of average quality pieces.
Most people only make a diamond purchase perhaps twice in a lifetime.
Naturally, our caring approach requires a liitle more thought and effort than average. We try to exercise individual judgment about how much or little help each customer will appreciate. You may ask yourself why other jewellers don't give advice similar to ours. Think about it carefully. By buying high quality less frequently, you get better value, and probably spend less over a long term.