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Entering the second decade of the twenty-first century, our approach towards online businesses has shifted a lot from the skepticism of the late ’80s and early ’90s.
I’m sure the majority of us have developed a trust with e-commerce to a level that we are comfortable enough to buy our food, clothing and electronic devices online. However, there are a few markets which automatically heighten our level of skepticism and are generally harder for us to place our trust in them.
The diamond and jewelry market is one of these. Let us take a look at one of the pioneers of the industry, DiamondHarmony.com, and see if they succeeded in developing a business that is worthy of our trust.
In spite of what their brand name suggests, DiamondHarmony.com offers non-diamond related products like pearls and colored gemstones in their store. Their jewelry range includes earrings, necklaces, bracelets, chains – between many others.
While DiamondHarmony.com uses diamonds in most of their jewelry designs, it is disappointing that they do not include an inventory of loose diamonds. There might be a few people (like me) who consider this to be a disadvantage, but for the majority of consumers this may not be a problem if you are looking for simple cosmetic jewelry.
The team behind Diamond Harmony understands that selling big ticket items on the Internet requires a huge element of trust and customer satisfaction in order to build a successful business. For that reason, they have a number of policies in place to “protect” the buyer and to make your shopping experience more enjoyable.
– They do exchanges for items within a 30 days time frame and also allow returns if certain conditions are met. On this note, I want to say that their return policy isn’t fantastic and you want to be sure of their terms and conditions before buying anything.
– Free shipping applies to every order over a hundred and fifty bucks. And if this was not enough, you would also get a gift card worth twenty dollars to turn you into repeat customers.
– Apparently, Diamond Harmony wants to stay in the top league when it comes to offering reasonable prices. They have a campaign called “110% Price Match Guarantee”. Whenever one of their customers finds an offer that is better than theirs, they will modify their price to beat it and the savvy customer is given 10% of the price as a gift.
Even though the product ranges they have to offer may seem a lot, there are a few technical aspects of their service which could use an update and revamp.
First of all, their customer service is only open on weekdays between 9:30 AM and 6:00 PM EST. This almost limits their coverage to Northern America only. On the other hand, if you look around at other stores and start making comparisons, you will find that their offerings will pale in comparison. In fact, there are many other jewelry businesses like JamesAllen.com who provide 24/7 customer support and better shopping policies.
The other problem is the lack of proper imagery and crucial gemological data for their jewelry listings. While this does not change the quality of the actual products, I believe most shoppers would like to see a real life photograph (at least) of the product and have some assurance of what they are getting before committing themselves.
Let’s take a look at an example from one of their engagement ring listing here. As you can see, the listing only shows a generic stock image that could be taken from anywhere. Secondly, the details describing the ring are very vague. The center stone’s carat weight isn’t explicitly stated and there appears to be NO grading report available for the diamond.
As a smart shopper, these are instant red flags you should be wary of when buying diamonds. Can you trust what they say about their products? I don’t and I think you shouldn’t either.
All in all, DiamondHarmony.com does have some very interesting features even though there are some problems with their business model (mainly issues of backwardness and buying big ticket items). While I cannot say they are the ultimate leader of the online jewelry market, they still sell decent products in the low price ranges. For smaller cosmetic accessories or jewelry gifts, they can be an ideal shopping location.
However, if you intend to buy big ticket items bridal jewelry like proposal rings or like diamond anniversary gifts, they pale in comparison against other vendors in terms of their offerings.