EditorsAug 24, 2026
Q&A: Reeds Jewelers VP Genna Zimmer on 80 Years in BusinessThe third-generation jeweler shared how the North Carolina retailer is celebrating this milestone and the love story that started it all.
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3 Powerful Ways to Differentiate Your Diamond Business
Differentiate your business by creating a new and better diamond shopping experience.
Brought To You By Rare & Forever Diamonds
These are challenging economic times, but jewelers have an exciting opportunity to differentiate and strengthen their business by better understanding what buyers want.
“Shoppers are looking for more meaningful jewelry purchases and retail jewelers are in a unique position to give them exactly what they want—beautiful diamonds, trustworthy advice and a lifetime of service,” said Theresa Murphy from Newstar Jewelers in Joliet, Illinois.
Jewelers can differentiate from the diamond deals shoppers find online by creating a new and better diamond shopping experience. Here are three powerful ways to to rewrite the conversation at the counter:
Know Your Audience
While millennials are still the predominant diamond buyer, Gen Z, is rapidly taking their place. Raised with the Internet, they are well informed and know what they want. They want to feel good about their purchase.
Deliver by providing expert, knowledgeable advice and top quality products. It also doesn’t hurt to offer what’s trending. Today, classic styles like round diamonds hold strong, but ovals and stacking bands are popular with younger buyers.
Connect with Their Story and Teach Them What They Don’t Know
Jewelers are story tellers, connecting a buyer’s unique journey with that of the diamond they choose to commemorate it.
Explain to buyers what they see in diamond photos and what they can’t see in a photo—qualities like Brown, Milky and Green (BMG) hues that detract from a diamond’s sparkle and value. Education will help them understand price discrepancies and find a diamond that represents the love they’ve found.
Leverage Technology
Younger buyers, especially, expect and trust technology. Speak their language by leveraging technology like artificial intelligence (A.I.).
Rare & Forever diamonds, a brand of diamonds selected and prescreened for high quality, understands the power of technology. Rare & Forever diamonds are graded with A.I. for the most accurate, consistent grading available.
“Customers all want the brightest, most beautiful diamond—that’s why they are buying a diamond,” said Chris Croteau, Vice President of Marketing and Sales for Rare & Forever. “Rare & Forever natural diamonds provide just that. Customers can trust what they are buying and know that they are getting exactly what they are paying for.”
Rare & Forever diamonds also uses Blockchain technology to outline each diamond’s journey from ethical sourcing to ownership. The secure chain of custody demonstrates proof that the diamond was graded with A.I., screened for BGM, and inscribed with a permanent ionic table inscription.
For more information about differentiating your diamond business by becoming a Rare & Forever authorized jeweler, click here.
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