Are customers becoming confused about the increasing variety of diamonds and their value? A customer who buys a synthetic diamond believing it's a natural one may come back upset. It's more crucial than ever to help educate customers about diamond terminology. The greater their diamond vocabulary is, the more confident they'll be in their purchases.
Useful Diamond Terminology
Nine of the leading industry organizations* saw fit to work together in developing a common vocabulary that all retailers and customers can use to ensure confident, clear, transparent communication about diamonds.
- Diamond: Use the term diamond to describe diamonds that come out of the earth. These have taken hundreds of millions of years to form deep in the earth's crust. If the customer is confused, the term “natural diamonds” may be of help in seeing the difference.
- Synthetic Diamond: This term refers to an artificially made diamond. While it is physically similar to a diamond, it lacks the deep history of a diamond and is generally assessed at a lesser value. Other useful terms for synthetic diamonds include “synthetic,” “laboratory-grown,” and “laboratory-created.” It's generally advised not to abbreviate anything for clarity. Don't use the word “lab.”
- Imitation Diamond: This may also be called a diamond simulant. It's made to bear the appearance of a diamond, but is neither physically nor chemically a diamond.
- Gemstone: Any mineral used in jewelry that has a natural origin, beauty, rarity, and value is often referred to as a gemstone.
Diamond Vocabulary to Avoid
Avoid terms like “cultured”,” or “cultivated” when referring to synthetic diamonds with a customer. These terms refer to organic products and only further confuse a customer. Try to avoid qualifiers like “real,” “genuine,” “precious,” and “authentic” when referring to diamonds that have come from the earth. This avoids getting bogged down in confusion over the fact that synthetic diamonds are – from a chemical standpoint – real diamonds.
Where to Use These Terms
These terms are developed to help traders, sector bodies, and various other organizations communicate clearly, and it's advised these terms are used when selling and promoting diamonds, as well as when buying and in reports. If this diamond terminology is also applied to the store-to-customer relationship, customers can more quickly identify the difference in value between natural diamonds and synthetic diamonds.