February 13, 2005 08:15 AM
Best Rock For Your Buck
Excerpt: To make sure you're getting the real thing and the best rock(s) for your buck, don't count on the salesman. In today's top five tips, get ready for boot camp for buying gems.
You're in deep. Cupid either just struck you silly or hit you years ago so hard those feelings are still there. Nonetheless, the little chub has you out looking for a diamond, ruby, or sapphire or maybe all three to express your love for that special someone this Valentine's Day.
While you might be smitten, wise up there. Precious stones are a big-time purchase. To make sure you're getting the real thing and the best rock(s) for your buck, don't count on the salesman. In today's top five tips, get ready for boot camp for buying gems.
1. Don't worry about the Joneses.
So you don't know a thing about diamonds, or rubies, or whatever. You're just like the three out of four men who say they do not feel knowledgeable about buying jewelry, according to NPD Research.
The first thing to get out of your head: Forget about keeping up with the Joneses. Buying jewelry for someone is a personal thing, not a competition.
If you have no idea what she wants, remember she probably knows exactly what she wants. Turns out that can save you some serious money. When guys buy jewelry alone, they spend significantly more than when she's involved, according to John Baird, Blue Nile's engagement ring and jewelry expert.
You men are sweet to buy a gal something really huge out of the fear of being inadequate. But trust me, it's not necessary. Get her involved in the process. She will get what she wants and you might get a bargain. If you must surprise her, at least go in with a budget in mind and find the best stone that meets it.
2. Of the 4 C's, watch the Cut.
The 4 C's is jewelry talk for cut, color, clarity and carat -- or weight. Stanislas de Quercize, president and CEO at Cartier, says these are the qualities in a gem that are used to determine its value.
According to de Quercize, the cut, which refers to the stone's angles and proportions, is what counts most. Even if a diamond has perfect clarity and color, a poor cut can make the whole rock look dull.
The best cut out there is called an ideal cut. Several jewelers will actually brand their cuts. Cartier has one called the Starburst; when you look into it, it's like looking into a kaleidoscope.
3. Go for the 5th C.
How do you know what the 4 C's are for your specific stone? Get the 5th C: Certification. Baird advises, "Only buy a [stone] that is certified. It's a way to protect yourself from being ripped off."
Independent gem labs evaluate stones for their quality before they ever land in their setting and are put on display. Any stone you consider should have its own certification.
Ask to see it before you purchase the jewel. Some stores try to say they can't get it for you until six weeks after the sale. That's just to keep you from seeing the truth behind your stone's quality.
Certified gems might cost you more, but Baird says it's worth it because a major gemological institute has guaranteed their quality. The gold standard for certification come from the Gemological Institute of America (GIA) and the American Gem Society Laboratories (AGS). Check out AGS' Web site at www.AGS.org for a consumer guide to buying diamonds.
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