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Shane Decker: True Value




Shane Decker explains why diamonds are cheap. (Part 2 of 2)

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True Value

Your customers need to comprehend one unassailable fact: Diamonds are a bargain at today’s prices. Anyone wringing his hands about spending several thousand dollars on a diamond should feel exceedingly grateful even to have the opportunity to purchase one of these astounding gemstones. But before your salespeople can help your customers understand this concept, they must fully grasp it themselves.

Last month, I gave you three reasons to prove that diamonds are vastly underpriced: 1. their incredible rarity; 2. the exorbitant mining costs required to retrieve them; and 3. the high level of skill necessary to achieve a diamond’s fine cut. Now, I will give you the final three reasons. As before, the information I’m sharing with you is compiled from sources including the GIA, the AGS, and De Beers, as well as my own research. In other words, you can trust it.

Diamond is approximately 140 percent harder than the next hardest substance known to man. Everything else you’ll ever use wears out — your tools, your cars, even your house. Diamond is time’s only enemy. It’s the only substance whose beauty is unaffected by age. Nothing else compares to it or lasts like it. People say diamonds “cost a lot of money”… well, compared to what? A 1-carat diamond weighs one-fifth of one gram, yet your customer can wear it 24 hours a day, seven days a week, for decades upon decades before passing it down in the very same condition in which she bought it. He may pay several thousand dollars for it. Then he’ll walk down the street, buy a $30,000 automobile, drive it one hour a day for five years and it’s trashed. What’s the better deal?



When the Titanic set sail in 1912, its plates cost 5 or 10 cents each. Today, a submarine picks them up off the bottom of the ocean floor and they’re worth $5,000. The Mona Lisa, painted 500 years ago, is said to be worth $160 million, yet she’s uglier than if she’d been hit by a steamroller. Meanwhile, many diamonds are scientifically dated at 3.4 billion years old.

They’re so old, scientists are now using them to tell us how and when the oldest parts of our planet were formed. Yet they look brand new. There’s nothing for sale that is older. Dinosaurs weren’t even in their swaddling clothes when your customer’s diamond was formed. Why, then, do antiques go for hundreds of thousands, or even millions of dollars, while a 1-carat diamond is exponentially less?


When I say investment, let me clarify: It’s an investment in love, not in dollars. Since 1940, diamonds have doubled in value every 10 years, at minimum. However, their greatest value lies not in their monetary worth, but in the emotions invested within them. Most women would never sell their grandmother’s diamond ring, which still shines as brightly as the day she first wore it. A diamond is an investment in life, in someone you love. A diamond means security — that somebody loves you and you’re taken. It even speaks for you, saying “I love you” like nothing else can. In fact, nothing can do what a diamond does. A diamond’s not just a good investment, it’s priceless!

Any one of these six attributes should add $25,000 to a diamond’s selling price, which means your one-carat diamond should go for $150,000. This is nature’s flamethrower we’re talking about here! And yet, jewelers sell it for $5,000. What a joke!

Does your customer understand the extraordinary mining costs and skill of cut that went into his diamond? Does he appreciate its unparalleled rarity and durability? Does he have a clue as to the age and unfathomable value his diamond represents? And the most important question of all: Why haven’t you told him? If you don’t, you’re not just letting yourself and your store down, you’re letting your customer down. Diamonds are the bargain of the ages! Now get out there and sell some of these wonders from down under!


Shane Decker has provided sales training for more than 3,000 stores worldwide. Contact him at (317) 535-8676 or at

This story is from the October 2007 edition of INSTORE.

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