The F Word, it’s Not What You Are Thinking!

When shopping for an engagement ring, besides the 4 Cs, what behind-the scenes little known factors do the affluent consider that other consumers should also think about when considering their purchases?

Most jewelers never discuss the "F" word, Flourescence, when selling a diamond. Flourescence is the diamond’s tendency to emit a soft-colored glow under ultraviolet light. It can alter the appearance of a diamond’s color when looked at in a condition other than that of a laboratory. It is noted on all diamond reports as either: none, faint, medium, strong, or very strong. It’s common (around 30% of diamonds fluoresce) and considered to be an identifying characteristic. Fluorescence won’t affect the color or clarity grade but will affect the price of a diamond. Fluorescence will help diamonds with low color grades (J, K, L, M) appear more vibrant and sparkly. However, strong or very strong Fluorescence will devalue a diamond with a high color grading (D, E, F). These stones can sell at up to 15% less since Flourescence is perceived as a defect.

Many times people think they’re getting a great deal on a diamond with a high color grading and very good clarity, but what their jeweler failed to mention is that the diamond has strong or very strong Fluorescence, and how it affects diamond price. It will bring the price of the diamond down, but the unsuspecting client has no idea why.

I often have my own clients who have been shopping with us for years go out and purchase diamonds and then ask me if they got a "good deal.” Sometimes they do, but most of the time they do not. I have heard of ridiculously low prices for diamonds and then when I look at the report for a client I know exactly why. It’s that little "F" word no one talks about. The next time you’re shopping for a diamond, ask your jeweler about the "F" word. It’s not what you think – it’s more important than you think!