| Finding
a Good Buy
SALE
$1499 ONE-CARAT DIAMOND SOLITAIRE RINGS
Scott
and Annemarie are looking through the newspaper and see this
ad. It attracts their attention because they've been looking
for a one-carat round diamond set in a simple solitaire, ring.
They have just finished reading The Diamond Ring Buying Guide.
Before
reading the book, they would have thought that a one-carat
ring for $1499 would be a great buy. Now they realize it could
also be a poor buy because the ad says nothing about the quality
of the diamond. All it tells them is that the $1499 solitaire
rings are set with diamonds weighing approximately one carat.
Scott
and Annemarie have already looked at rings in other stores
but haven't seen anything with a one-carat diamond for as
low as $1499, so out of curiosity, they decide to check out
the sale. When they enter the store they are greeted by a
friendly salesman named Adam. They notice a big difference
in the diamonds Adam shows them from the ones they have seen
in other stores. Some of these are gritty looking, others
are milky white, some look chunky. ill have eye-visible flaws,
and none are colorless or near colorless.
Annemarie
spots a yellowish diamond that is nicely proportioned and
weighs 0.95 carat'. She places it on her hand and is impressed
with its brilliance and sparkle and the way its color harmonizes
with her skin tone. Then she has Adam let her look at it through
the microscope. There are no chips or big cracks and the black
spots in it are not very prominent. In fact without the microscope,
it's hard to see these spots.
Adam
doesn't know the color or clarity grade of the diamond. He's
just a student working his way through college. He's a lot
more patient, pleasant, and straightforward, though. than
some more knowledgeable salespeople they have met.
When
they enter
After
much shopping
all
jewelers grade
appearance
of diamonds
These
symbolic associations
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