World Of Gems Conference 2017 Proceedings Book

WORLD OF GEMS CONFERENCE V - 33 - SEPTEMBER 2017 T here are many forces that move the natural color dia- mond market from, fads, to advertisements to record breaking auctions of exceptional examples of the most historic, rare and precious stones. We watch in awe as dia- monds are now selling for two, three, and four million per carat. Often, we believe that the whole genre moves as one wave but that is not the case at all. There are two factors that create a dichotomy in the selling of the variety of color dia- monds. A large percent of diamonds that seem to be a chal- lenge to promote come in flavors of colors that are beautiful and desirable if their story can be told. The story begins as these gemstones were formed in the belly of earth and are the most colorful palate of all nature’s creations. There must be a magic diamond for everyone. After 40 years of the domination of the most expensive pink and blue diamonds via the auction blockbusters, the public is slowly becoming aware of the wide range of op- tions as we experience them as colors we see in flowers, fish, shells spices, nuts and other gemstones. Their color diversity can be a metaphor for all other naturally occurring objects or vise versa. These stones are most often for fashion jewelry not invest- ment, like so many other beautiful precious and semi-pre- cious colored stones. They do not need a specific purpose, like engagement, birthday, or anniversary to stimulate the senses and desirability. How they create an emotional con- nection to the buyer is the true value. They require creativity of design to make them appealing to the unaware consumers. They require some conversation about their characters other than the report description to help the client feel the hidden mysticism emanating as a mix- ture of brilliance and color. Often the colored diamond will transcend the design and the consumer will develop a relationship to the color of the diamond. But the caveat is that the public must first under- stand that affordable natural colors are not inferior dia- monds. They have qualities of other diamonds that make them desirable at any price point. They should have a bal- ance of brilliance and color. There must be an affinity be- tween the client and the color of the stones. So as a seller of natural color diamonds, one must first find out what are the three most attractive colors for the interested party and then present examples that may fit their specs. It is also ad- vantageous to show pretty things that act as tools to edu- cate rather than try to hard sell. There is an education process that needs to take place. This will also allow the di- alogue to continue and grow the relationships. If someone says they like the color pink but they have a lim- UNDERSTANDING THE NATURAL FANCY COLOR DIAMOND MARKET Alan Bronstein FANCY COLOR DIAMONDS ABSTRACT