"Cheap" never includes things like the ability to trade up or I am a subsequent date.... like our trade up guarantee. Which hundreds of people have taken advantage of.

I never want to overpay for anything. That's just good common sense. But believe it or not, when I'm buying the diamonds, I'm not trying to find the absolute bottom price the cutter will sell for. Why? It's a subtle point about business that many people seem to miss.

Let's say someone is selling something for $10,000, and let's say that's a reasonable price. But let's also stipulate that with some pressure, you might be able to buy a that thing for $9,700. If you did this over time, you could save thousands and thousands of dollars. But what did it cost you?

What it costs, is goodwill. When I need a stone, and call the cutter, he immediately offers his best to me. When he finishes a stone. He knows that I would like, I get a call immediately. Over time, what this means is that we always have the best diamonds. The nicest cuts, the most desirable.

That's also the reason our jewelry looks the way it does. If it's your diamond being set, do you want to start negotiating with that setter to save yourself a hundred bucks? Remember, he's about to take a hammer to your diamond.