Last year, Canadians spent an average of $4,300 on diamond jewellery, according to Edahn Golan Diamond Research & Data Ltd. But, while some consumers may believe they’re getting what they pay for, many jewellers make misleading claims and inconsistent diamond grading reports. In order to find out what’s happening behind the scenes, Marketplace journalists posed as shoppers to capture sales pitches on hidden camera at three of Canada’s largest jewellery retailers.
At each store, employees sold rings backed by a grading report that includes specifications for the so-called four Cs — cut, colour, clarity and carat. Employees often touted these documents as ironclad, with very rare discrepancies – one or two percent of the stone’s specification could be off by an individual. But, industry experts say, that’s just not true. Inconsistencies between grading labs can be as much as 20 to 30 or 40 per cent, which could significantly impact the independent appraisal value of the diamond.
In addition, some stores withheld key details from their customers. For example, Peoples Jewellers sells a number of ‘pre-set’ engagement rings and does not provide the diamond imaging required by leading vendors to allow buyers to fully scrutinize the piece before they purchase. Additionally, the retailer only sells GSI Gemological Service International rated diamonds. GSI uses different grading standards than leading labs, which leads to looser grades and inconsistent clarity ratings.
Another common tactic is showing the replacement value of a diamond on its grading report to persuade shoppers it’s a good deal. But, Knight warns that many of these values are unrealistically high and should be viewed as a red flag.
Finally, many stores do not disclose the origin of their diamonds. In some cases, this is a violation of the Kimberley Process, which requires retail jewellers to be transparent about the source of their diamonds. However, Global Affairs Canada tells Marketplace there are no plans to write those guidelines into law, which could leave you unsure whether your diamond is ethically and sustainably sourced.
When it comes to shopping for a Top quality diamond bracelet , it’s important to take your time and shop around. Be sure to ask questions, and look for a reputable jeweller that is transparent about their products and processes. It’s also a good idea to have any piece of jewellery independently appraised, and don’t be afraid to return the item if it’s not what you expected.
In Calgary, diamond bracelets represent a timeless accessory choice, popular among consumers for both their elegance and investment value. Jewelers in this vibrant Canadian city offer a diverse range of styles, from classic tennis bracelets to modern bangle designs, ensuring there is something to suit every taste and occasion. Shoppers can explore luxurious options in upscale boutiques, renowned jewelry chains, and independent artisan shops, each providing varying grades of diamonds and settings. As sustainability and ethical sourcing gain importance among buyers, Calgary’s jewelers are increasingly focusing on providing transparency and certifications for their diamonds, catering to a more conscientious consumer base seeking both luxury and responsibility.