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Aleah Arundale: Why It’s Okay To Call a Diamond a Rock




He is my rock. Surely there’s nothing more you’d want a diamond to say.

Aleah Siegel on calling diamonds 'rocks'

In diamond sales, we are told not to call diamonds “rocks.” I’m here to argue just the opposite!

After all, what is a rock? A rock is something stable, solid, dependable. Isn’t that what couples look for when they commit to each other? When a man gives his love a diamond, he is saying I will be your rock. He is saying that this world is big and crazy and dangerous, but I will be here for you. And how does a he promise to be her rock? By giving her a rock! This perfect analogy is missing in diamond sales. Comparing diamonds to the rocks that they are may be the best way to sell engagement diamonds.

When a man gives his true love a rock, he is promising stability, dependability, and most importantly, security. Men do not realize how important security is to a woman. A man does not clench his keys tighter as he walks to his car on a dark night. That’s one reason why Facebook is so popular; for the likes. The “likes” help women feel secure. What can make a woman feel more secure than receiving a diamond? It’s eternal and represents his willingness to sacrifice for her. Her rock symbolizes his eternal love, a physical reminder that she carries with her always.

When a man gives his true love a “rock”, he is promising stability, dependability, and most importantly, security.

When selling a diamond, you can also reassure the man that he is buying a bit of security for himself as well. A man can feel secure knowing that anywhere he goes, diamonds have value. House and stock values fluctuate, but gold and diamonds have always had real tangible value the world over. They are a secure purchase lasting for generations.


Jewelers are told we need to sell emotion. We are told we are not in the jewelry business as much as we are in the love business. The problem is, “love” is overused. People “love” a cup of coffee or a pair of shoes. How can we sell true love when the word “love” has lost so much meaning? On the other hand, if we sell security, we offer something very powerful that is less abundant. When showing a diamond, remind the guy how meaningful this purchase is to her. How every time his woman looks at her hand (which is about a million times a day), she will feel secure. In every sense of the word, this diamond will be her rock.

People might think that selling jewelry seems frivolous when there is cancer, war, and hunger in this world, but really it’s just the opposite. In this chaotic world, we could all use more stability. We could use a rock. The next diamond that you show, try selling it as the rock that it truly is.

Aleah Siegel is a third-generation GIA graduate gemologist and a fifth-generation jeweler turned loose diamond wholesaler. Selling diamonds on the road lets her share great ideas from hundreds of different jewelers from all over the country. Sign up for her Jewelry Sales Tips newsletter by emailing her at or calling (800) 882-8900.




He Doubled His Sales Goals with Wilkerson

John Matthews, owner of John Michael Matthews Fine Jewelry in Vero Beach, Florida, is a planner. As an IJO member jeweler, he knew he needed an exit strategy if he ever wanted to g the kind of retirement he deserved. He asked around and the answers all seemed to point to one solution: Wilkerson. He talked to Rick Hayes, Wilkerson president, and took his time before making a final decision. He’d heard Wilkerson knew their way around a going out of business sale. But, he says, “he didn’t realize how good it was going to be.” Sales goals were “ambitious,” but even Matthews was pleasantly surprised. “It looks like we’re going to double that.”

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