Diamonds are a symbol of love, but do couples who buy diamond rings really love each other? Can the sparkling fire of diamonds light up their hearts?
We interviewed some practitioners in the diamond industry. Let's have a look. In their eyes, in front of the spotlight of the jewelry counter, what kind of love drama is being staged by couples.
General manager sun
Ten years experience as marketing director of chain jewelry.
I am a typical salesman selling diamond rings in a shop. Everyone in this business has a small notebook to record the guests who come to the store every day.
Generally, I will remember how the guests came, what styles I took a fancy to and what concerns I had. Over time, it has become a full love record.
From the experience, boys go to the store to see diamond rings alone, and the transaction rate will be high: the fatter they are, the higher the transaction rate will be. Too thin men either have no money or have high self-control, and selling diamonds in our business usually requires some uncontrollable impulses.
If a girl comes alone, she usually has a favorite style, but I want to ask the store if there is any discount and then bring her boyfriend. If two girls come together, they are usually girlfriends shopping and basically won't buy them.
We receive guests in three steps: asking for budget, choosing diamonds and pushing styles. If the other party doesn't have a clear idea, we generally recommend diamonds for about 30 minutes, and then recommend classic styles such as six claws, four claws, cow's head, angel's kiss, etc.-30 minutes diamonds are moderately priced, and classic shapes don't pick hands. The guests fell in love with the diamond ring at first sight. I believe that our professional advice can basically clinch a deal.
Selling grotesque money or money in stock has a higher commission. Therefore, if the cashier puts forward some "special projects" for you, you should be vigilant.
Now customers who come to buy diamonds will go to Zhihu and Xiaohongshu to do some homework, and have a general understanding of the basic 4c standards (cut, size, color and clarity), but they mainly care about size. Diamonds with 30 cents, the price is between 5 thousand and 10 thousand; Diamonds are fifty cents, ten thousand to thirty thousand; "Carat diamonds" are basically above 50,000 yuan, and the brand premium will only be more expensive.
Besides marriageable people in their twenties, there is another peak: middle-aged couples in their forties and fifties. Most of them didn't buy it when the economic conditions were bad. Now, to make up for their regrets, they usually buy carats.
Guests of different ages have different ideas about buying diamond rings. The following is a classic story: the woman said that if you don't buy this thing, you just don't love me; The man said, why do I love you must be reflected in the diamond? Then we began to have small conflicts in the store, and we had a "cold war" at the counter, and even started making trouble directly.
Therefore, in the face of young guests, we must pay attention to the guest's budget: taking care of the boys' wallets and taking care of the girls' faces, which requires observation and observation. Let me give you an example. There is a couple. We take a 30-cent diamond ring with seven or eight thousand dollars, and girls wear it casually, but boys don't respond, which means they are not satisfied.
However, girls are obviously dissatisfied with the 20-point diamond ring of five or six thousand yuan. When boys say "almost enough", we will probably understand: girls look at size, at least 30 points; Boys look at the budget, five or six thousand at most. So we gave them a 30-point diamond ring with a color difference of more than 5,000 yuan, and the two talents interacted. At least this is a deal.
In contrast, middle-aged customers have plenty of money, but there are more dog blood stories. One day, the shop was closing. A middle-aged man was as drunk as a fiddler and took a girl in her twenties into the shop to buy a diamond ring. But girls don't want diamond rings, they want gold bracelets. The bigger the better. As a result, the girl came to our store early the next morning to sell bracelets and watch diamond rings with her real little boyfriend.
Although there are many stories about dog blood, over the years, the love stories in the notebook are still very touching on the whole. After all, when couples put rings on each other, the bond is established and the feelings are more solid. Being able to witness the happy moment of the guests, as diamond salesmen, we will also have a special sense of accomplishment.
Yu Ying
Five years experience as a jewelry studio owner.
Unlike jewelry stores in shopping malls, we don't help customers choose diamond rings, but help customers customize them. Our goal and principle is to help customers buy the most cost-effective jewelry within an acceptable budget.
Whenever customers come to the store, we will ask: who to send? Gift giving or engagement? What is the emotional state? After everything is clear, we will combine our understanding, choose bare stones, design rings, add patterns and lettering.
Couples need three rings to enter the marriage hall. Marriage diamond ring, boys buy it themselves; Two vegetarian rings for engagement. Let's watch it together. Two people in the Third Ring Road, male and female, have been seen by us.
Many boys will feel bad about money, or have no idea about diamond rings. For example, they told me that the budget is only 1000 yuan-not enough to buy a gold ring holder. The other party will confidently say, "I just got engaged and don't know how to develop." If I can't get it back after breaking up, I'm dead! "
It is understandable for a boy to return the diamond ring because of his emotional failure, but there is nothing we can do after selling it for so long, so we have to persuade him to give it to the next one. He cried and said, "But a diamond has to accompany a girl all her life." We thought, don't be hypocritical, then why don't you leave the diamond ring to your predecessor?
Some boys punched their faces full of fat people and said to the girls, "Choose whatever you want, and I'll swipe your card". As a result, it is very common to shirk, pretend to be ill, be disappointed and turn against each other for various reasons.
Some girls wear a carat diamond, and when they laugh, they will gently cover their mouths with their diamond-wearing hands. In fact, we can tell at a glance that it is mosan stone-the price of mosan stone is far less than that of diamond. For something that costs tens of dollars a carat, only her vanity shines.
There are even thief boys proposing marriage with the "proofing" of the studio for the guests. Generally, silver rings are used for proofing, and zircon is used instead of diamonds. The cost is less than three figures. They plan to buy real platinum diamonds after obtaining the license to avoid blood loss.
Although the diamond ring is a symbol of love, it is rich and thrifty. 30,000 to 50,000 are diamond rings, and 56,000 are also diamond rings. We didn't make any customization. When we sell it, we will sincerely suggest that the budget for buying a diamond ring is about your income for three months.
Many girls have a "carat" dream that the more expensive diamonds are, the more you love me; But for a boy who just started working, it is very difficult to spend 5000-65438+ 10,000 on a diamond ring. I've really seen boys being forced to cry in front of me.
There are many quarrels in the shop because of this kind of thing, some are called "foreign aid" by my mother, and some are caused by boys swearing not to get married. Boys are really short of money, so they can only guide girls that carat rings are really not that important. Girls often roll their eyes and say, "You are in sales, and you don't understand the meaning of diamond rings at all".
In our opinion, the meaning of diamond ring is mind. Stone is no heavier than sincerity. Even if young people are short of money, marriage can be "upgraded" as long as they are sincere.
Rich second generation is also a big group to buy diamond rings. A second generation asked me for three rings in one breath, and the budgets were 1 10,000, 50,000 and110,000 respectively. I picked out a 30-cent diamond and two one-carat diamonds for him, and he sent me messages at three different addresses every second for me to develop separately.
Later, I looked at the address and sent a100000 diamond ring to a mountain villa in Chengdu. Fifty thousand diamond rings are for female girlfriends and our regular customers; We can't say anything about sending 10 thousand diamond rings home to our wives.
Everyone says that customers are God, but sometimes designers like us also have God's perspective, helping couples feel happy when choosing diamonds, meditating when helping the third girl choose styles, and often reflecting on themselves in the farce of the young couple.
I'll tell you another little secret from God's perspective: In our store, when boys choose gifts for their elders, the price of jewelry for their mother-in-law is generally slightly higher than that for their mother.
Seeing all kinds of love from these "clinical cases", I have grown up a little, at least more sensible, and I won't quarrel with my boyfriend over carat diamonds.
Xiao Li
Two years supplier experience in jewelry industry.
I am engaged in upstream jewelry purchasing and online jewelry sales.
The process of online customization of diamond ring is that customers want budget and demand. I will recommend diamonds, contact processing and arrange identification. Because I am alone, the cost is low, which can be twice as low as that of the shopping mall. For example, at the beginning of last year, G color, VSII clarity, 3EX one carat diamond, 30,000 to 4. 1 10,000 or so; But the big names dare to offer 80 thousand or 90 thousand.
In fact, not many people order diamond rings from me. Many people buy diamond rings or pursue field experience, care about the brand, the environment and the atmosphere. Everyone needs a story. Telling stories demands money. Rent and wages are there, and the price of diamond rings naturally rises.
Ordering diamond rings online is cheap, but there is no shop, no shopping guide sister, no expressions and actions, no flowers and greeting cards, so it is impossible to face-to-face guidance and force orders like physical stores. Sometimes guests go to take a shower in the middle of chatting, so we can only worry through a screen.
Customers who go online for customization have a strong desire to protect themselves. There are always guests bargaining, saying that the diamond ring depreciates instantly when it is obtained, indicating that it is worthless. Indeed, second-hand diamond rings are usually less than one-tenth of the original price, because diamonds below carats are not investment products, but consumer goods, which are used to shine when getting married. If you want a divorce, you'd better buy gold.
To tell the truth, I am not interested in colorless diamonds myself. The consumer diamond market is already saturated. It is because of fierce competition that strict grading standards such as 4c have been formulated.
Not to mention that the cost of artificial diamond spoiler and artificial diamond is less than one-fifth of that of real diamond, which is difficult for appraisers to distinguish, and only the equipment of appraisers can distinguish it. When I first started out, I lied to many people. A bag of diamonds is mixed with a synthetic diamond. As long as you don't find business, you will lose everything.
Recently, many brands have begun to promote artificial diamonds, and Henan is still in full swing. I still question: Is a pot of diamonds still valuable?
Besides white diamonds, there are many beautiful gems in the world. In the future, I will make my own rings, and I will choose better-looking and more valuable stones as the main stones, and diamonds will only be used as decorations. Besides, I have convinced my girlfriend that she also expects a colorful ring.
In the final analysis, jewelry is the soul, money is pinned on tokens, and imagination is projected when worn. Of course, it is not only money but also feelings that condense on the value of the ring. What difference does it make as to whether it condenses on white diamonds or rubies and sapphires?
Jessica
Have 13 years experience as a designer in the field of private tailoring.
I work in a private jewelry custom club and only accept high-net-worth customers. Mainly three carats, five carats, eight carats and ten carats of diamonds. Two days ago, a customer ordered ten carats, and the price was about five or six million.
We can witness the self-growth of our customers. Many people here exchange small diamonds for big diamonds and white diamonds for colored diamond. In the first year of marriage, I bought a one-carat white diamond, and later I bought a three-carat five-carat white diamond, and later I upgraded to a pink diamond with a corresponding weight.
Recently, it is popular to send 50,000 to 80,000 carats of white diamonds to pink diamond, but only 20 cents can be bought in pink diamond; Pink diamond with good grades can exceed one million carats.
The clubhouse is closed for customers. After the guests made an appointment, our whole team-manager, sales, designer, tea and logistics-served the guests alone and sat for an afternoon.
We will talk about some knowledge about diamonds, and take out three or five diamonds of three or five carats from the warehouse to show them to the guests, and the colors are medium to high, so that the guests can feel the difference in grades with their naked eyes. We will also talk about how to make a diamond ring, so that guests can participate in the whole customization process and interact deeply.
Usually middle-aged couples here buy diamond rings, while their wives look at them and their husbands swipe their cards. High-net-worth clients are of high quality and basically polite. At best, men don't judge a book by its cover: sometimes wives pick diamonds, husbands wear shorts and slippers to pay the bill, and a lot of them brush millions.
In fact, in the eyes of high net worth users, colored jewelry is more fashionable. Rich people don't care about getting married without white diamonds. The other four of the five precious stones-sapphire, ruby, opal and emerald-are very popular.
For example, many royal engagements in Europe now use sapphires, so the five gems are very popular among returnees. Basically, young people in their twenties and thirties, with a budget of about 200 thousand, will choose red envelopes and sapphire. At the same price and budget, you can buy a gem that is bigger, better in grade and rarer than a white diamond. Two hundred thousand gems can be as big as three or five carats, which looks more dignified than carats of diamonds.
So, the next time you do an interview, don't tell us in vain that the wind has changed.
This article is reproduced from: GQ laboratory