Create Your Own In-House Diamond Brand

Creating your own in-store diamond brand can be a way to increase margins for your business. John Carter, the President and CEO of Jack Lewis Jewelers, launched a successful diamond brand for his store, and shared his advice for those thinking of doing the same.

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DEVELOP a diamond program for your store using a tiered system based on the cut grade of your diamonds.

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CREATE a collection of diamonds studs and solitaire pendants that are graded by AGS Laboratories.

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PURCHASE a handheld ASET^® (or two) from the American Gem Society.

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PROMOTE your diamond brand to your customers and the local market.

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ASK your diamond suppliers for diamonds with AGS Laboratories grading reports…constantly.

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FEATURE your branded diamonds on your social media. This should happen at LEAST once a week.

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UTILIZE the online platform Only My Diamond^®, by AGS Laboratories^®—ask about our customizable features!

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EVALUATE your program periodically and do not be afraid to adjust your expectations. For example, prices can fluctuate. A 1ct H/SI2 Ideal cut should be more expensive than its equivalent in the 1-3 cut grade range.

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COMPLEMENT your branded diamonds with other brands. This can allow the client to make their own choice. They may choose the national brand or they may choose yours!

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ENJOY the ride and your increased margins on diamonds. The time spent on this is worth it as you will increase the prestige of your own brand, as well as your profits!

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