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Loose Diamonds

Many large retailers focus on high profits through the sale of inferior loose diamonds at inflated prices. Most people do not realize that once the rough diamonds come out of the ground, they are separated into 5000 quality specific classifications. As the loose diamonds are prepared for market, even more distinctions and categories are added. Typically, other jewelry operations, such as those in malls, provide limited information to their staff and customers as far as clarity and color are concerned. Thus, avoiding the true details that ultimately determine the diamond's value. If buying loose diamonds were compared to a car purchase, knowing the color and clarity of a diamond would be equivalent to knowing a car has a bumper and steering wheel. With competitors knowing few facts, while being well intentioned, they spread untruths about their product (i.e. "because we buy in volume we save you the consumer money"). This is...

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Lucky You

Alex Woo - Lucky You

Born and raised in New York City, Alex Woo embodies the spirit and passion of a true New Yorker. Mentored by her father, who was a master bench jeweler, Alex grew up with a keen appreciation for gems and precious metals. Over the past decade, she has become one of the most recognized and successful jewelers of our time. It's the little things...

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