As diamond shoppers, we try to educate ourselves and gather as many tips as we can in order to make our way through the jungle known as the diamond market. We want to avoid risks and do everything we possibly can to make sure that we don’t have the shameful and painful experience of getting ripped off. Though diamond jewelers sometimes seem like clever business people or pushy sales representatives to us, they also have a hard time analyzing us diamond consumers. Finding out what your customers’ shopping styles are, what makes them tick, what raises doubt in their eyes and could potentially have them running off at the speed of light is an essential, though quite difficult task.

Though every jeweler has a different customer defining method, some basic categorization is shared by the majority of jewelry vendors. While having a coffee with a jeweler friend last week I first heard about this kind of customer defining approach, and after investigating some more in other places, such as internet forums and other jewelry related friends I’ve noticed a similar categorization pattern. After processing it with my own understanding I want to describe it to you. After reading this post, please choose the type of diamond customer description that fits your shopping style.

Going for the Brand, Sharing an item with the Rich & Famous - I am a brand seeking jewelry customer, who doesn’t pay much attention to the price or physical attributes of my items. I want to feel “in”, to be connected to a fashion, dictated by the rich and the famous, as well as to desire what most fashionable diamond customers want. Commercials do not do the trick, for I know that commercials are all act, but on the other hand if I would see a famous actress using an jewelry item on her spare time, then that would certainly add many points to that brand, in my eyes. Anyone that I really respect or appreciate his or her taste, whether it is a celebrity, a good friend or even a trendy looking person on the street, could dictate which would be my next jewelry item. By the way, when buying clothes, decorative items, or in extreme cases even when consuming music or art, I am guided by the same principles.

Going for the Bargain, finding Quality for Cheap – No, I don’t like to spend money and I do not believe that quality items come only in steep prices. On the other hand, I know that cheap jewelry which is sold out there is of very poor quality and this I wish to avoid. I am looking for quality, for an item that would last long and wouldn’t be inferior to specialty jewelers’ items. I like to check diamond forums and price comparing sites and discover where can I make the best deal. I tend to test jewelry vendors’ patience by taking a long time to select and decide whether to purchase an item, as well as check several stores before I make my choice. I admit I might be a ‘pain in the butt’ sometimes, but hey it’s my money, shouldn’t I use it wisely?!

“Don’t try to confuse me with deceiving words, just tell me how much…” -- I’m not buying a diamond to show off, nor because Scarlet Johansson wears it, nor do I think it will add a special sparkle to my wife’s eyes. Jewelry pieces are common, pursued items and are rather nice, so I should buy some occasionally, though there’s no need to make a big fuss about it. I don’t purchase a brand, I purchase a ring, bracelet, necklace, etc. Why should I care about the brand if all brands possess the same function (and also look quite the same, if you ask me)?!

“Some brands are better than others, I’m going for a well reputed piece” - I pay attention to a jewelry piece’s brand, not because I care which item is considered fashionable nowadays, but because some brands are simply better than others, last longer and are simply of higher quality. After I understand which manufacturers are “the best” I purchase only their merchandise. In addition, it is very important where I buy my jewelry and who is the jeweler who serves me. I’m a very loyal customer once I comprehend who I can trust.

The jewelry industry recognized these customer types and has methods to provide each of them what he aspires for, in terms of products, stores, jewelers, etc. An early identification of the customer type could generate a suitable approach that could satisfy his needs. A customer who aims for the most fancy jewelry would never shop for a ring in the local mall, but in cases where the gap between the customer and the jeweler is smaller, some adjustment by the latter could make a difference between an impossible deal to filling the customer’s needs.