"Direct Diamond Imports" it sounds so impressive doesn't it? Very exciting. Absolutely. One of our competitors advertises that he is a "Direct Diamond Importer" and that he hand selects every diamond that he sells... According to his radio advertisement he hops a plane to Belgium and Israel several times a year and spends days sorting through the inventory of various diamond cutters and hand selects the very best they have to offer... We suppose that is one way to conduct business as a direct diamond importer, but do you really want to pay for his vacation time? And you do realize that it is you who pays for his travel and accommodations, right? It didn't make sense to us, so we worked out something a little more unique with our suppliers... They fax us over the diamond grading reports for all of the diamonds that they produce and we sift through them separating the possibilities into piles of yes, no, and maybe... Then we pick up the phone and have the ones that exhibit potential sent to us for physical evaluation... Unlike our competitor, this enables us to have all of our laboratory and grading equipment at our disposal while we're "hand selecting" diamonds for our inventory... And he's using nothing but his favorite diamond grading loupe and five or six diamonds that he uses to compare color... Direct Diamond Importer indeed! What a racket... Fly to Europe, sit down in a diamond bourse for a couple of hours sifting through a few diamond grading reports, look at the thirty or so diamonds that look like they have potential and have them sent to the U.S. while you continue on to Amsterdam at the expense of your clients... Think his wife will ever go on one of those trips? Ha!
As a "Direct Diamond Importer" we are able to offer prices that are better than most traditional brick and mortar jewelry stores simply because we own our inventory... We buy direct from the manufacturers and eliminate the middleman... Most retail jewelry stores rely on stateside suppliers and simply borrow or "memo" diamonds from them to show their clients... That's why so many stores have so little on hand when you want to look at diamonds... Their retail jewelers not direct diamond importers... That's why your local retailer probably can't touch the prices for the diamonds we have listed in our Private Reserve