We asked customers to critique our services and explain their reasons for using the Internet to by bridal jewelry. Here are a couple of the more interesting comments we received.
Harold J’s New Car Analogy.
Harold is a CPA for an international accounting firm who used a recent car purchase as an analogy of why he purchased his engagement ring on the Internet.
“I had the opportunity to buy a new, expensive foreign car directly from the factory at a large discount. I wanted the car because it had a long history of high quality and superior driving performance. A friend of mine couldn’t understand why I would do such a thing. “What if you don’t like the way it drives,” he asked.
I explained that this is the best car on the planet. For years, professional drivers raved about the way it drives. Who am I to challenge these guys! If I don’t like the way it drives, there’s probably something wrong with me as a driver – not with the car! I would rather get a great discount and trust the professionals for their analysis. As I see it, if I bought it locally, I’m just paying more money for the privilege of seeing and driving it before I buy it.
I used the same rational when buying my engagement ring. I wanted objective professional analysis, because I know nothing about diamonds, and a good discount. You guys (Bella Ideale Diamonds) gave both to me.”
Hope E’s Rationalization
Hope works for a public relations firm in San Diego. When she and her boy friend decided to get engaged, she wanted to be involved in the selection and purchase of her engagement ring. They had both agreed that affordability and quality were important issues in their decision. A friend introduced the couple to Bella Ideale Diamonds and the rest is history.
“We decided we wanted as large a diamond as possible, but we didn’t want to sacrifice quality to do so. We also admitted to ourselves that we didn’t know what we were doing and could easily make an expensive mistake. I have to admit, I was also concerned about buying a diamond sight unseen over the Internet for obvious reasons. But things turned out fine! Here’s why.
All the diamonds that we considered were graded and certified by the independent, professional grading laboratory known as Gemological Institute of America*, and not by an in house gemologist or salesperson. This gave us both confidence about the quality of diamond we were buying.
The price discounts were substantial compared to traditional retail stores and allowed us to get a larger diamond for the budget we had.
We did have the right to return the diamond and ring if we didn’t like it. But, that was never a problem.
One of the things we also appreciated was the professionalism of the staff. They were nice and everything, but that’s not my point. When we selected a diamond from one of thousands available to us , it had to be delivered the next day. Upon receipt, Bella Ideale inspected the diamond to insure it was the diamond specified in the grading report. They also inspected it for any other flaws before setting the diamond in the ring and sending it to us.
We didn’t think about how important this was until one of my friends told me what happened to them. When they bought their diamond from a prominent Internet site, it was “drop shipped” (sent directly) from a third party diamond wholesaler to them. The selling company never took possession, never inspected the diamond or even set the diamond in the ring before it was sent to them, whereas Bella Ideale accepted responsibility for the accuracy of the grading report before they set the diamond in the ring. I am certain that if the diamond did not meet the advertised quality, Bella Ideale would have sent it back. They’re just that kind of people.
I hope I never have to buy another engagement ring, but if I do, I will buy it from Paul and Chris at Bella Ideale Diamonds. A big thanks to you!”
*The Gemological Institute of America is the world’s most respected diamond grading facility. Professional diamond buyers use the GIA’s grading reports to buy diamonds sight unseen, with the right to return them upon inspection.
