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Diamonds Go Back to Basics
Buyer's Choice

Shirl Cox
Hofmeister Personal Jewelers, Steamboat Springs, Colorado

What Moves: “Earrings are our best sellers. A nice pair of diamond studs is just a jewelry staple. When a man comes in looking to buy something for his sweetheart, studs are a good place to start. Rounds are still number one and princess cuts are second. Our favorite suppliers are Hearts On Fire, Michael Schofield, and Chad Allison. Hearts On Fire sells itself, it’s incredibly beautiful and you don’t need an education to see its beauty. I like Michael Schofield a lot, he makes a sapphire and ruby ornamented diamond ring that really stands out. Chad Allison has a black diamond necklace that turns heads.”

How We Sell It: “We do ads everywhere—TV, radio, and the Internet. In November, we do an in-store champagne and diamonds event where we invite our best customers to come relax, look and see what we have, and get ideas for their Christmas wish list. It’s not a selling event and we don’t pressure anybody. Holding it in November gives them time to think.”

Black diamond necklaces with white diamond clasps by CHAD ALLISON, suggested retail $3,595 to $3,995, (877) 947-7844,

Tim Greve
Carl Greve Jewelers, Portland, Oregon

What Moves: “We’re doing a lot of diamond stud sales, and do well with Hearts On Fire pendants. Studs are overwhelmingly set in white metal. Diamond jewelry in general is predominately white, although we’ve been noticing a comeback of yellow gold. The ratio is 60 percent white and 40 percent yellow. Colored diamonds have tapered off. Our best success with them is with significant six or seven-figure pieces. We enjoyed increased sales when J. Lo and Kobe Bryant were buying and wearing colored diamonds, but the public’s passion for it wore off. Other designers we like are Roberto Coin and Stephen Webster.”

How We Sell It: “Over the past 60 days we’ve been emphasizing studs and stud trade-ins. Our campaign has used e-mail blasts to select customers and a tie-in to our reward points program. We’ve trained our staff to know how to work studs into a conversation and how to find out who might be in the market for a trade-up.”

“Top Kat” necklace in 18k white gold with diamonds from STEPHEN WEBSTER, suggested retail $8,000, (212) 226-6160,

Rose cut diamond engagement rings
necklace and ring in 18k gold with diamond pavé
1 carat square cushion cut diamond
48 or 96 piece display with samples in alloy and CZ
Black diamond necklaces with white diamond clasps
necklace in 18k white gold with diamonds
Ring in 18k yellow gold and platinum with an oval fancy yellow diamond
Black and white diamond and 18k gold pendant
earrings and ring in 18k gold with soft leaves contrasted with lines of diamonds
Diamond earrings in 18k gold
Engagement ring with matching band