Every kiss may not actually begin with, ahem, an unnamed diamond jewelry conglomerate. The truth is that major diamond conglomerates have a few cunning tricks up their sleeves to con uneducated or new diamond buyers. One trick has to do with the gimmick of “specialty cut diamonds” that promise to wow with hundreds of sparkly facets.
The truth is, however, that many of these specialty cut diamonds are essentially a marketing ploy. More facets doesn’t always mean a better diamond, and if you want to resell or upgrade the diamond, you’ll be hard pressed to find a market for it. Here is why you should stay away from so-called special cut diamonds.
Specialty Cut Diamonds Are A Marketing Gimmick
Specialty cut diamonds were created by major retailers to give a sense of exclusivity, and to give some uniqueness to their product line. Why go with a retailer that has all the usual diamond cuts when you can go with a “Leo” cut or a “Celebration” cut? It sounds good and it sets the retailer apart. The intention behind creating these special diamond cuts may have been all well and good in the beginning, but they only end up causing problems with the consumer down the line.
More Facets Don’t Always Mean a Higher Quality Diamond
The truth is that the facets of a particular diamond have nothing to do with the quality of the diamond. The facets of a diamond are all the flat surfaces that are specially cut to give the diamond more sparkle. To the uneducated diamond buyer, more facets usually translates to more sparkle, and thus higher quality. However, the brilliance and scintillation of a stone depend on precise geometric balance and too many facets may reduce a diamond’s sparkle. Plus, when the diamond is cut down to that many facets, it often loses some of its carat weight, which means the diamond may very well lose value. Get where this is going? More sparkle, better savings – I’ll take it! However, in the wise words of Public Enemy, “Don’t believe the hype!”
Good Luck Trying to Sell or Upgrade Your Diamond
Another reason why you want to stay away from these gimmicky specialty cuts is because they are incredibly hard to upgrade or sell. When that anniversary comes around and you want a bigger rock, you’ll take your specialty diamond to a seller and he or she will turn you right around, because there is no real market for these specialty diamonds. If you are a diamond investor or are looking to start investing in loose diamonds, the purpose of buying a diamond is to resell it, but no one is going to want to purchase a specialty diamond that is advertised somewhere else. Plus, it’s proprietary, so you may actually get some gruff from the major conglomerate. So, where do you go? – You go back to the place you purchased the diamond and they will either give you a fraction of your money back or a store credit. Pretty sneaky, huh?
At the end of the day, you want to do your research before you buy any diamond. However, you especially want to do your research about “specialty” diamonds, because what ends up happening more often than not is that you invest in a gimmick and not in a real diamond with a classic cut that has been perfected by master gemologists. Not only that, but these classic cuts are much easier to upgrade or resell. In the end, staying away from specialty cut diamonds is the best way to not be a sucker.