What Kind of Customer Are You?

What Kind of Customer Are You?


In my years in the business I’ve come across five basic kinds of folks who buy diamonds. Tell me what type you are, and I’ll recommend what grade of diamond you should buy.

Customer #1 will tell me the three most important things about a diamond are size, size and size. The bigger the better, never mind if the stone is yellow and has a few black spots or cracks!

My recommendation:
Weight: 1 carat plus
Clarity: I2
Color: L-M

Customer #2 also wants a big diamond, but size isn’t the only thing. A little quality wouldn’t hurt. Maybe the diamond can be slightly yellow, but please, no obvious cracks or spots. Maybe some teeny spots that can hardly be seen.

My recommendation:
Weight: .50 carat or bigger
Clarity: I1
Color: K

Customer #3 is a balanced kind of person, yin and yang. Size and quality are equal values. The diamond doesn’t have to be perfect, but it should be clean to the eye, white and sparkly.

My recommendation:
Weight: .50 carat or bigger
Clarity: SI1
Color: I-J

Customer #4 demands Quality, with a capital Q. Everything else is secondary. The diamond must be not only eye-clean, but clean when viewed with a 10X loupe, and bright white without a hint of yellow.

My recommendation:
Weight: .50 carat or bigger
Clarity: VS1
Color: G

Customer #5 isn’t getting engaged, or buying an anniversary stone. The diamond is an investment, to be locked away and later resold for a profit.

My recommendation:
Shape: Round (No other!)
Weight 1 carat or bigger
Clarity: VVS1 to Flawless
Color D, E or F

Buying Guide by Customer Type

by Fred Cuellar, author of the best-selling book “How to Buy a Diamond.” More questions? Ask the Diamond Guy
The founder and president of Diamond Cutters International, Fred Cuellar is one of the top diamond experts in the world, as well as a three-time Guinness Book record holder in jewelry design.
Fred Cuellar
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