Here's what customers really want.

There's a crucial quality that diamond-grading reports don't capture, says Aleah Arundale.

In this short video, she talks about what customers are really looking for when they shop for a diamond.

Hint: To really figure out if a gemstone has the desired traits, consumers need to visit a jewelry store in person.

Take a look:

ALEAH ARUNDALE 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 This email address is being protected from spambots. You need JavaScript enabled to view it. or calling (800) 882-8900.


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