What's Your Brand?and Laser-inscription: Help or Hype?

With the industry’s current attempt to enhance the
desirability of crystallized carbon through name branding via
laser-inscription it’s no wonder we see a more confused public
over the “value” of diamonds in the marketplace.
While certain “brands” may in fact be better from a
light-return standpoint or offer an identification benefit, simply adding a laser inscription to a diamond’s girdle in itself does nothing to enhance the stone’s beauty. Yet the simple procedure
may add perceived “value” to the public if well marketed by the seller.
As an appraiser, NGL basically reports what the consumer
pays for gemstones and jewelry and if one seller gets more for their product through a brand distinction, then so be it.
When a laser-inscription is applied to the girdle it does make identification easier with a jeweler’s loupe. An ID number, or a romantic saying visible at 10X allows the layperson to
readily identify their stone. It does not, however replace the need for a diagram of inclusions, which offers conclusive proof of your diamond’s identity. One can have a diamond re-polished or re-cut to remove surface treatments, but the internal characteristics remain. That is why NGL plots the center diamond as part of our appraisal.

Although rare, laser-inscription may be also detrimental to the diamond. A recent client had an internally flawless diamond sent in for inscription, which because of lack of inclusions seemed like a good idea. Everything went fine, and I updated his appraisal with the new inscription,
but a sloppy job as pictured here, would have actually lowered the clarity
grade! And, like a tattoo, your “To Sally, Love Snookums” inscription may hinder the diamond’s resale if Sally and Snookums ever part company.
The main reason for name branding is, of course marketing. Most Americans associate a higher value on similar items which are well-marketed, packaged or trendy — even crystallized carbon!

Hey… I’ve been e-fleeced (op-ed with Ted)

Every week someone’s new internet “bargain” comes in
for appraisal and every week I shake my head over the blatant
misrepresentations out there on the web, particularly e-bay.
Much of the public thinks that any official-looking
“appraisal” validates an item’s authenticity and value. WRONG.
I routinely see fraudulent grading and value statements up to ten
times a realistic retail value. The money spent is often close to
my appraised value, meaning you got what you paid for but no
bargain.
There seems to be no end to the number of “labs” creating
paper for some unscrupulous jeweler (yes, most of the sellers
aren't individuals but within the trade). The “labs” ought to be
taken to task as well as the sellers who know the real value of
what they sell.
It really hit home a few months ago when I got a call from an individual who was buying something
on e-bay with an “NGL” certificate. Since I had not dealt with the stated jeweler and do not do “presale”
appraisals for the trade, I was obviously curious. Well, National Gemological Laboratory had provided
the document (I have seen several more since) and either I am losing my gemological bearing, or
they grade two to three grades higher than GIA standards!
But I can only look at one case at a time. There are several reputable dealers on the internet—
they have web sites (not just e-mail addresses), customer support, return privileges, etc. There are a
couple of old adages I would like to leave you with. “There’s one born every minute” and “If it’s too good
to be true….”

Ted