SALES LINES EXPOSED Here are some of jewelers favorite sales lines used to sell diamonds. This guide will help you avoid invalid sales pitches and false information. Have Fun!! "We can offer lower prices because we have lower overhead." Innuendo: The price will be less from a small store with little selection. Reality: Overhead is only one factor in determining price. This is a weak effort to keep you from shopping around. Besides, Wilson Diamonds guarantees to beat any quote. Large buying power and large volume can easily trump lower overhead. (Walmart has much higher overhead than most stores but lower prices.) "All our diamonds are Ideal Cut." Innuendo: Every diamond we sell meets the standards for an AGS Ideal Cut. Reality: This is absolutely not true. If you want to prove this to yourself ask the jeweler if they will send the diamond to AGS for "Ideal" certification before you buy it. They won't. Now you know you can't trust them on other things. "We sell wholesale to the public." Innuendo: We will sell you a diamond at the price stores pay. Reality: "Wholesale cost" varies greatly from jeweler to jeweler. One jeweler's cost may be actually more than another's "retail." It's incredibly naïve to think you're really getting a wholesale price. Prices from "wholesalers" seem lower because the actual grades are misrepresented, always.