How many times have you experienced a customer looking for a diamond that said s/he first researched diamonds online? These are the people who come in asking for specific diamond characteristics without any real firsthand knowledge of diamonds.

Recently Ron Samuelson created a video that depicts the exact situation. We've included a link to his video at the bottom of this Nugget.

Unfortunately, the average consumer doesn't know any better. If a jewelry store sells diamonds, they probably have details about the 4Cs listed on their website. The customers don't learn any more than you tell them, and they naturally gravitate toward the best color, best clarity, best cut... until they see the price.

We suggest a new approach to 4Cs educational content for your website. Break each C down on a single page. Explain wh...
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