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Commentary: The Business

Florida Jeweler: Stop Diamonditis By Being the Expert You Were Trained to Be

Jewelers must reclaim their role as the trusted source of knowledge on diamonds.




Brad and Colbi Congress own Bradley’s Jewelers in Fort Myers, FL. Brad is a GG-GIA and third-generation jeweler. They can be reached at (239) 337-2723 or [email protected].

Brad and Colbi Congress

EVERYBODY IN THE DIAMOND BUSINESS is aware of diamonditis. If you’ve ever experienced a diamond that doesn’t match the document provided, that misrepresentation is called diamonditis. We coined the term to encompass all types of diamond misrepresentation: overstating color, clarity; ignoring fluorescence; failing to report fracture filling or HPHT enhancement; and not disclosing synthetics.

The cost of this deception to our industry is incalculable. We at Bradley’s Jewelers have seen a kind, single mother devastated when we discovered her 2 carat was fracture filled, with a trade value of worthless, after paying more than $15,000.

Recently, we had a young veteran with an undisclosed fracture-filled diamond also with erroneous documentation and matching appraisal with no mention of reality.

Consider the human element. We claim to be in a business that brings great joy, but we’ll bring nothing but headaches to our customers and ourselves if we misrepresent diamonds.

Remember when selling a diamond rarely required accompanying documentation? Jewelers would teach a client under a gemscope. We were their advocate and qualified expert regarding price, quality, durability and desirability. And, there was always trust.


In our opinion, the advent of “paper mill certs” gives the unscrupulous jeweler a tool to shift liability from selling honestly, creating an uneven playing field.

If you’re a gemologist working in a store selling questionable diamonds, and you sign appraisals supporting them, maybe it’s time to ask yourself a question: Is this what I was trained to do?

In November 2014, Martin Rapaport took a stand in the right direction. Delisting EGL International was a good first step.

Be a part of the solution. Take a “No diamonditis” stance, and be the expert you were trained to be. Don’t hide behind a document to sell a diamond!

This is a short list of ways to protect yourself and clients from unfair business tactics:

  • Represent what you know to be true. If you don’t know something, don’t speak as if you do.
  • Trust but verify. Don’t rely blindly on any laboratory with your reputation.

  • Analyze and reanalyze every diamond. Remember, chances are that diamond will be re-graded by another jeweler.
  • Remember, loupes are not adequate tools to give clients a full understanding; they simply aren’t trained. Gemscopes should be used to show clarity, cut and polish.
  • So as individuals and as a collective unit, let’s get motivated! Question more, grade with a skeptical eye, be an impetus for ethics, and earn your client’s trust.

Over the years, INSTORE has won 80 international journalism awards for its publication and website. Contact INSTORE's editors at [email protected].



Wilkerson Testimonials

If It’s Time to Consolidate, It’s Time to Call Wilkerson

When Tom Moses decided to close one of the two Moses Jewelers stores in western Pennsylvania, it was time to call in the experts. After reviewing two candidates, Moses, a co-owner of the 72 year-old business, decided to go with Wilkerson. The sale went better than expected. Concerned about running it during the pandemic, Moses says it might have helped the sale. “People wanted to get out, so there was pent-up demand,” he says. “Folks were not traveling so there was disposable income, and we don’t recall a single client commenting to us, feeling uncomfortable. It was busy in here!” And perhaps most importantly, Wilkerson was easy to deal with, he says, and Susan, their personal Wilkerson consultant, was knowledgeable, organized and “really good.” Now, the company can focus on their remaining location — without the hassle of carrying over merchandise that either wouldn’t fit or hadn’t sold. “The decision to hire Wilkerson was a good one,” says Moses.

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