Page 9 Advertisements Column 3

Dominion, Volume 22, Issue 131, 27 February 1929, Page 9

SoiTIP HOME TRUTHS about Diamonds* CHAPTER 111 We draw the public’s attention to The foregoing quotation makes it several paragraphs by W. R. Cattelle plainly apparent that m order to buy from pages 340-341 of his authoritative diamonds with any degree of safety, treatise “ The Diamond.” We publish one must either have a good working them solely’ to acquaint the New Zea- knowledge of diamond values, or good land buying public of the true state of judgment in selecting a jeweller Yet affairs in the retail diamond market, many people are unwittingly led into not only here, but throughout the entire buying poor stones. Deceptive price wor id ' tickets and misleading advertising are sure pitfalls for folk who are “It is a fact that many dazzled by size. dealers take advantage of the X general ignorance about tj • Remember that a large stone values to get as much as OUVIIIg of poor quality has no real possible for a stone, quite re- • j market’ value and is dear at gardless of its value. It is JIPiSIIIOIICIS any price. A small stone that also true that some, in or ei is actually a good diamond is to make the sale, will repre- • ~ „ r. „ , sent the stone to be better IS W/ o on the othei hand a sound inthan it is. Slightly imper- r T'I>TTGi , T v vestment as well as afi object feet stones are called perfect. lilUul of beautiful and perhaps senBadly flawed stones are said ’ timental value. to be slightly imperfect, — white stones are termed blue; off-colour If you have ten pounds to spend on a stones, white; brownish stones, steel- diamond ring, shun the bargain white, and so on. > f ing j. at because they look big diamonds. Big diamonds at such “All this is due, partly to the dis- a price are worthless. Ten pounds, honesty of some dealers, and in part to however, will buy a handsome little the desire of many buyers to buy for a solitaire—just as perfect a diamond as lower price than a dealer can profitably the stone which we sell for £ao. „. n „x. Equally as good even as the diamond . priced at £5OO. “ The influence of advertising is par- j n a ea ]i n g- with reputable jewellers—ticularly great in this age. Untruths anc j re p U table jewellers we do not so glaring that they are ridiculous to ■ necessarily mean large establishments • the trade, if cunningly worded and —weight of diamonds practically deter-' audaciously and persistently stated in mines their price. If a slightly imperthe columns of reputable papers, will feet stone is included in a reputable draw custom from thousands. One jeweller’s stock it is because of -some might think that business on such a particularly fine feature about the basis could not be permanent. It prob- diamond that balances largely its minor ably could not in many lines, nor in fault. , Bu^ / hl5 ml . nol ' this, without constant use of advertis- pointed out by the jeweller to the client ing mediums, and the one redeeming who buys the stone. fact that, poor as they may be, the Buy according to your purse, certainly, diamonds sold are really diamonds, and But never let size, price, or a dazzling to the indiscriminate purchaser, serve shop window blind you to a diamond s the purpose of better stones.” cardinal value — quality. Ston Quay! iklilUL linyton, for a copy of Z their viagnificcntly '. produced booklet “ DIAMONDS.” Full of. interest, and photographically illustrated throughout. ■ [COPYRIGHT) ■

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