Hoosing jewellery takes time.
CMany of our customers spend one or two hours in the store and leave without buying anything, then return the next day to look at something different. It’s normal, because it’s a big purchase; it’s not like buying tissue paper or vegetables at the supermarket. It’s a very personal experience.
because it’s something you can’t lie about. We’ll tell the customer: ‘In this diamond, the inclusion is at the top, right in the middle of the table. It’s very visible and cannot be hidden. In the other diamond, which is of the same price and grade because there’s also an inclusion, the flaw is located on the side of the facet and isn’t visible when the stone is viewed from the top. This makes the second diamond a better buy.’ We never want customers to make a bad purchase.