Our advice to all clients is to let research be research - it’s a necessary foundation so you can approach a very important decision from a knowledgeable perspective. But once you feel confident in that knowledge, the look of the diamond and the feeling you get from it should be your guide.
To help our clients confidently reach their decision, we follow a tried and true process that helps our client choose a diamond they love.
1. First, we identify basic criteria as a jumping off point. That will include information about minimum or maximum size, budget, desired shapes, or any other specs that are important to the client.
2. Then, we’ll bring out the best options to meet that criteria, as well as some that deviate slightly from the client's stated goals. Most of the time, this will be the best stone: colorless, flawless to the naked eye, and the biggest stone for the budget.
3. We’ll present our selection to the client, and without revealing the lab specs (so as to not prejudice their opinion), ask the client to tell us what they see. Often they will observe that one is the biggest, or that they all look very similar but one in particular seems to have more sparkle and perhaps a slight bit more color.
4. With their observations, we can establish a top one or two favorite diamonds, and perhaps even one the client dislikes. To help make the final decision, we’ll ask "how much more would you pay for the #1 stone over the #2 stone?".
This question helps to establish value and how different in quality the client really feels the stones range. Because while the first stone looks the nicest, it may only look slightly better than the second stone in a value comparison. If stone #1 is priced far outside the additional perceived value, then it may be a sign that it is overpriced for you.
And what if all the stones look exactly the same? Well simple, if they all look the same and there is nothing technically wrong with any of the options, then our advice is to choose the least expensive stone.
This exercise helps to alleviate the feeling of overwhelm that can come from all the considerations about diamond quality, value, and price. When we start with basic guidelines that feel good to the client and reveal what else will be the most important along the way, the truly perfect stone is revealed.