How to Sell Diamond Jewelry: 37 Retailers on What’s Working Now

THE LAB-VS-NATURAL question now dominates every diamond sale — but it hasn’t replaced the fundamentals. Across 37 Brain Squad responses, one theme kept surfacing: emotion still closes the deal. Whether it’s letting the customer choose between two loose stones, romancing the way light moves through an ideal cut, or simply putting a loupe in someone’s hand, the retailers selling the most diamonds are talking less about specs and more about feelings.

Deep Dives

• “The best advice for selling natural diamonds came from Sam at RDI when he came to our store. Since his training, we now show loose diamonds two at a time, on a plain white background, and ask the customer which diamond they prefer, and point out to the customer why they prefer that diamond — maybe they picked the whiter diamond, or the diamond with a better cut, possibly just the biggest. We play that game for one or two rounds, no more than three, and then confidently reassure the customer that they have chosen their diamond — emphasis on ‘their diamond.’ This sales process simplified selling diamonds, refocused the sale back on the customer, and forced the sales associates to stop talking and just observe.” — Beth G., Endwell, NY
• “Diamond jewelry pieces are the most versatile because one can wear them all the time — they are like the color black, they can be dressed up or dressed down easily! Diamond jewelry has the most ROI for a person because they already match whatever outfit one will wear, therefore, they can be worn every day!” — Angela C., Atascadero, CA
• “Discussing the fact that diamonds and gold are neutral tones that can be worn with anything… They are very wearable with any outfit any day! When you purchase color, you are limiting your color palette, but when you remain neutral, all doors are open.” — Daniela B., Guilford, CT
• “Selling diamond jewelry begins long before any piece is placed on the counter. It starts with the rapport you create. Trust, professionalism, and ongoing education — especially around topics like natural vs. lab-grown diamonds, your ability to explain all aspects give customers confidence and comfort. That sense of security creates a safe atmosphere where relationships can begin or be strengthened. Often, the real work starts before the customer even walks through the door. If a client calls ahead, use that opportunity to ask thoughtful, open-ended questions: preferred metal, stone shape, style, timing, any budget window considerations, and the occasion or milestone being celebrated. These conversations are not intrusive but in fact they are essential. They allow you to prepare intentionally for the appointment and elevate their in-store experience. As fine jewelers, we don’t just sell luxury items — we sell life-moment celebrations. That level of meaning deserves preparation. Have designs ready to show, stones available to compare, along with general sketches or more exacting CADs when appropriate. These tools help navigate a client through choices, often to quickly identify what their ‘no’s’ are, so you can guide them confidently toward their perfect ‘yes.’ I create dream moments — are you doing that? Above all: be kind, be efficient, and be prepared. Customers may forget details, but they will always remember how you made them feel in your store and at your counter. When you consistently do your best, you don’t just make a sale, you’re building loyalty along with a following that lasts.” — Denise O., La Grange, IL

“Know your best sellers. It’s about what the diamond makes them feel and how they want to represent it. Get to the emotion of the purchase. Has she always wanted something like this (aspirational/reward)? Is it a symbol of the couple’s love story (make it personal)? Do they want value? Romance the features and benefits of what you are going to provide for them.” — Natasha H., Bend, OR

• “One technique we switched up this year with our natural diamond jewelry was pulling from our aged inventory. We started marking anything that is over 1 year old with a green inventory tag (the in-house ‘Green Tag Special’) and encouraged everyone to think creatively to utilize the diamonds or gemstones in those pieces when working with customers looking for a specific piece of jewelry. More than once we had a customer looking for something in particular, and because we had the gemstones and/or parts on hand to make it within 24 hours, we sold aging inventory by utilizing them in new pieces. Having a jeweler on hand who could do the work on a moment’s notice contributed heavily to the success of this particular inventory management/sales technique.” — Amy H., Jacksonville, FL
• “Today the dichotomy is lab or natural. You have to start there. Most customers know whether they want one or the other, but we STILL have customers come in looking for a pair of diamond studs who are stunned to learn there are these ‘LAB DIAMONDS’ that are made out of the same stuff as natural diamonds, blah, blah, blah. Then it’s just a matter of clarifying that, yes, you can now have a pair of 5 carat studs instead of 1 carat for the same price, but they will have no resale value. Basically, we try to be upfront about pros and cons of natural vs. lab, and if they want natural, we get into weeds of GIA reports, color, clarity, etc. If they want lab, it’s usually about price, and the price sells itself.” — Gretchen S., Sherman Oaks, CA
• “Diamonds are magical because they can express and play with light in a way no other gemstone can! When ideally cut, all the light goes into the stone and comes back to the eye in a beautiful play of spectral hues (this prism effect like tiny chandeliers allows light to be broken up into all the colors in the rainbow) and white light reflects from inside the stone like from a mirror or a headlight! This balance creates the magic of a diamond!” — Ellie T., Chicago, IL
• “I enjoy telling people about lab diamonds and lab gems (sometimes together) — people in our area are surprised to find out that General Electric paved the way for lab diamonds. I juxtapose that with Chatham doing his thing on the west coast with lab emeralds and then branching out. Never sold diamond jewelry as anything close to an ‘investment’ so I am happy to sell lab. We have offered lab and natural gems in our store since we opened in 2002 so I did not hesitate.” — Cliff Y., Lowell, MI
• “My best advice would be to get from the customer what they already own, how they intend to wear it. Everyday or special occasion. Then show what is popular and trending. If it is a branded item, then explain quality and heritage of the brand.” — Jim C., Modesto, CA

Quick Tips

• “If a client wants diamonds, lab or natural, I will get it for them. We are not a store focused on the next sale, we are studio jewelers looking for our next opportunity to help.” — Jo G., Oconomowoc, WI
• “Put a loupe in the customer’s hand and show them the quality difference — let them really experience it!” — Jeff M., Knoxville, TN
• “Know the qualities, don’t sell lab-grown and know how to answer questions about lab-grown and why you don’t sell it.” — Marc M., Midland, TX
• “KEEP your personal diamond jewelry immaculate! Clients notice. Great conversation to talk/show/sell diamonds.” — Eileen E., Decatur, IN
• “Since we only sell vintage jewelry, we talk about the age, how the jewelry would have been worn.” — Lee K., Montgomery, OH
• “It’s all about the sparkle! Provide the highest quality you can in various price ranges. If it sparkles, it sells!” — Dorothy V., Tallahassee, FL
• “We only sell high color, quality and cut making the pieces look more brilliant than what is commercially sold.” — Drue S., Albany, NY
• “Your salespeople must be current with the styles, and you must have a good presentation.” — Joe T., Lubbock, TX
• “I think it’s really about having variety — style variety, quality choices, and lab and natural options.” — Becky B., Peabody, MA
• “Buy a shape for your significant other that they don’t currently have, that way you have new options for future holiday purchases.” — Kirk G., Gonzales, TX

“Put a loupe in the customer’s hand and show them the quality difference — let them really experience it!” — Jeff M., Knoxville, TN

• “Even tiny accent stones increase the ticket. I use recycled natural stones in my work.” — Monica L., Fond du Lac, WI
• “Inform customers on if diamonds are lab grown or natural — it will make a difference.” — Autumn K., Tucson, AZ
• “Have a few pendants, earrings and small bracelets with MINED diamonds — enlighten people that you can make them anything they desire.” — Mark R., Ottawa, ON

The One-Liners

• “Talk features and benefits, ask qualifying questions, deliver what they need.” — Tom D., Warren, OH
• “It sells itself! Goes with everything, classic, gift of the earth.. no we do not sell lab diamonds!” — Eve A., Evanston, IL
• “Listen and educate.” — Cheryl K., Lincoln, NE
• “Again, just know what you are talking about.” — Cindy S., Southport, NC
• “Easy discussion compared to color, diamond jewelry goes with everything.” — Brenda N., El Segundo, CA
• “Make them try the pieces on!” — Cathy C., Royersford, PA
• “Make sure the goods are nice!” — Trevor W., Myerstown, PA
• “Diamonds ‘go’ with everything.” — Mark & Monika C., Rockford, IL
• “Diamonds go with everything!” — Sue P., Escanaba, MI
• “Diamonds are still forever!” — Joe C., Bristol, RI
• “Stock and promote lab diamonds.” — James S., Lowell, IN

“The trend will be larger chunkier styles.” — Christine M., Boyertown, PA

• “Love your job selling jewelry.” — Barry F., Bardonia, NY
• “Must be unique.” — Laura P., St. Robert, MO
• “Show, tell, and create interest.” — Annette K., Stillwater, OK
• “Display it well.” — Kelly V., Geneva, IL
• “Basics led the way.” — Don U., Wethersfield, CT
• “Diamond flexie bracelets.” — Mary Beth C., Elmira, NY