Diamond FAQs | Wilson Diamonds

Yes, we can and do. In fact, we guarantee all of our prices to be lowest of anyone, regardless of source or deal. If you want to learn more about us vs. "wholesalers" and "hookups", read Myths About Wholesalers in this website.

How does Wilson Diamonds keep their prices so low?

It is rare to find a full service jeweler with guaranteed lowest prices. Wilson Diamonds does it with volume of customers and buying power. If a business can make the profit needed with more sales, it doesn't need to charge as much for each one. In addition, this volume gives us unprecedented buying power since we can buy in larger quantities direct from overseas diamond cutters. We also own our building which gives us lower overhead (no rent!). Furthermore, we have been in business 33 years, the longest unbroken stretch of any jeweler in the valley. This gives us access to sources no one else has. Lastly, our salespeople are not on commission which saves us money as well.

Should I surprise her with a ring or bring her with me?

It's more romantic to surprise her. Get some general ideas by watching what friends' rings she likes, or sometimes her roommate can help you. Then take the chance. She'll love you for not always playing it safe. Besides Wilson Diamonds allows you to switch the ring for free if she wants to come look after you have proposed.

What if we don't find the ring at Wilsons that she wants?

First, tell us about the ring. We carry several designer lines and may know where to get it for you. Second, we do excellent custom work if she wants a style made just for her. Lastly, if we can't help with the ring, let us help with the diamond. At least we can save you money there.

Can I see what other customers that have shopped in this area have to say about any jeweler?

Certainly. Go to www.companyrank.com. No jeweler listed there has perfect ratings (including us) but it will give you a good overview of what a company is like for price, service, and quality, and an idea of how many people shop there by the number of ratings.

Do I need a 3rd party certification?

The proper certificate can be helpful but no certificate guarantees quality. None. All have disclaimers stating this in the fine print. (For more on this, read Certified Diamonds herein.)

What is Clarity Enhancing?

About 20 years ago a process was invented to improve the look of diamonds with eye-visible inclusions. This is called clarity enhancing. It is a patented process that makes a flawed diamond look much better. Using state-of-the-art technology certain inclusions are filled with a (secret) transparent material. It's a lot like using polymers (Bondo) to do minor body work on a dent in a car. It makes the car look flawless even though there is now material in the body that is not the original steel.

The process of clarity enhancing typically is permanent. However, it does make a diamond slightly less durable under certain conditions, most noteably when heated by a jeweler's torch.

Clarity enhancing must be disclosed to the consumer by law. Wilson Diamonds carries clarity enhanced diamonds as well as non-enhanced. We guarantee all of our clarity enhanced diamonds for life.

What kind of jewelers should I avoid?

Anyone using pressure to sell is a red flag. This means they must hurry your decision so you don't find out what else is available. Next, any jeweler who doesn't give you the whole story about your diamond should be avoided. What you are not told in a sales presentation is more often important than what you are told. To find out what you're not being told, read this website.

Also, stay away from any place that you don't trust completely. Avoid hot-shot braggy salespeople. Listen to your gut. If the presentation seems schmoozy and full of sales pitches, you're best to keep looking.

Finally, absolutely avoid anyone claiming to sell wholesale. Read Myths About Wholesalers herein.

Can I buy a man-made diamond for cheaper that is the same as a natural one?

Man made (synthetic) diamonds have been around since 1953. However, cheap ones are not white, but opaque and black. In recent years a few companies have been able to make yellow and green diamonds, but so far no one has been able to produce clear white diamonds for cheaper than natural ones.

One caution: there are many current internet scams that claim to be selling cheap man-made diamonds when in fact they are only selling $10 Cubic Zircons for $200-$500. Don't get sucked in on this one.