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Diamonds Go Back to Basics
Buyer's Choice


Judy Rhynas
Rhynas Jewelers, Ottumwa, Iowa

What Moves: “Earrings are always in style because they go with just about anything. The majority of shapes we sell are rounds. Princess cuts, popular with women in their twenties and thirties, have slowed down. Colors are predominately white. We’ve received a few requests for black diamonds, but probably more out of curiosity. We did sell three irradiated blue diamonds to a woman who wanted to create a channel band with alternating white and blue diamonds. Yellow gold has never slipped out of favor. We do most of our designs in-house, but have worked with some outside designers, such as the Richard Landi Collection.”

How We Sell It: “The only type of advertising we haven’t used is direct-mail postcards. We were on TV for years, as well as billboards, newspapers, and radio. When we find that people are no longer referring to our ad in a specific medium, we move on to another. In-store, we keep a wish card file where women can write down what they want. Considering that our stud sales are about 50 percent to men and 50 percent to women, that file is a great help when men come into the store.”

Engagement ring with matching band from the RICHARD LANDI COLLECTION, (516) 535-3955, www.richardlandi.com.





Rose cut diamond engagement rings
STEPHANIE ALBERTSON
necklace and ring in 18k gold with diamond pavé
MARCO BICEGO
1 carat square cushion cut diamond
PRECISION SET
48 or 96 piece display with samples in alloy and CZ
W.R. COBB
Black diamond necklaces with white diamond clasps
CHAD ALLISON
necklace in 18k white gold with diamonds
STEPHEN WEBSTER
Ring in 18k yellow gold and platinum with an oval fancy yellow diamond
OSCAR HEYMAN
Black and white diamond and 18k gold pendant
SIMON G.
earrings and ring in 18k gold with soft leaves contrasted with lines of diamonds
PARADE DESIGN
Diamond earrings in 18k gold
HEARTS ON FIRE
Engagement ring with matching band
RICHARD LANDI COLLECTION