As a lifelong member of the jewelry trade I was pleased to see Dateline do an expose’ on the jewelry trade even though a story like this can hurt my business. It hurts the honest as well as the the dishonest because when a couple is trying to decide whether to buy a diamond or go on a cruise for their 10th anniversary, they may conclude,”I don’t know if I’m getting a good deal on the diamond but I do know when I’m having a good time. Let’s go on the cruise”. Personally, I have refused to participate in the practice of using inflated appraisal prices and overgraded certificates to decieve the customer, but I have had many suppliers request that I use these tactics. Some have even asked me to use the International Gemological Institute(IGI) reports sited on the TV expose’. I thought Cap Beesley’s (who is highly regarded in the trade) comments in the article concerning the accepted tolerances within the trade due to the subjective nature of diamond grading, although true, missed the mark. If virtually all of the diamonds are over graded then the issue is no longer inherent subjectivity or tolerances. The isssue is INTEGRITY! Industry leaders, I fear, are reluctant to come out with the whole truth as it may hurt the whole jewelry industry, which will ultimately affect their personal livelihood. In the industry it is widely understood that there are numerous certifiers and appraisers that will supply over grading and high evaluations and we know who they are. IGI is notorious for exactly the kind of deception Dateline uncovered. These deceptive marketing ploys are widely used by big box stores and large chain jewelers. J.C.Penny was convicted of using deceptive pricing and also of using deceptive statements in disclosing fracture filled diamonds. They were fined a substantial amount of money as a consequence. Have the mass merchants responded by straightening up their act or do they consider the fines just the cost of doing business? Are independent jewelers immune from this scourge? Not entirely because they have lost so many sales where a 30% to 50% discount from a big box store is still higher than their regular price. Some will conclude if you can’t beat them, join them. So, can an average consumer protect him/herself ? Yes! 1) If it seems to good to be true, it is. 2)The consumer should become as educated in the four C’s as they can. You should never give a sales pitch more weight than what your eyes and gut feeling tells you. I would never buy a diamond from a piece of paper. I have to see the diamond. This is true for the consumer as well. 3) The independent jeweler has self intrest constraining his/her behavior that the mass merchants do not share. The independent jeweler will personally confront or interact with his customers on a daily basis, at the store, in church, and in his neighborhood year in and year out whereas the staff in a big box jewelry department rarely stays the same from one year to the next. Also, if an independent jeweler where convicted of the same crimes as J.C.Penny they would likely be put out of business. 4) If the consumer wants a certificate they can trust, they should limit themselves to AGS and GIA. I am not suggesting that these are the only honorable certifiers, but these two are widely available and should be used by virtually all jewelry stores. If a merchant has no AGS or GIA certified diamonds available, the red flags should go up. They may be using the very marketing strategies exposed by Dateline.