We’re not trying to be the cheapest manufacturing jeweller in South Africa. We’re trying to be the best manufacturing jeweller in South Africa.
There’s a lot of competition in the diamond, gemstone and manufacturing jeweller arena in South Africa. A quick search online will bring up hundreds of private jewellers (like Katannuta Diamonds) in addition to your regular retail jewellery stores.
You’ll see paid ads on Google, boosted Facebook posts and sponsored Instagram posts, as diamond “dealers” and manufacturing jewellers tout their wares and share their creations.
Often, you’ll see catch-phrases like “Best prices guaranteed”, “We will beat any price”, “Wholesale diamonds” and “Cheapest diamond rings”. Sometimes these are click-bait, sometimes the company can hold true to their claims.
As a predominantly internet-based business, we’ll often get an email enquiry that is sent to multiple jewellers at the same time, asking for a quote on a particular ring. We’ve had people send us quotes from other jewellers with a “Can you beat this price?” request, the “Is this your best price” question and the “So-and-so is cheaper” statement.
Whilst there is nothing wrong with comparing quotes and shopping around (you need to get an idea of what is available), quite often the clients asking these questions are the people that are purely price-focused, and aren’t necessarily focusing on quality.
From the start, Katannuta Diamonds has positioned itself as a competitively-priced jeweller, not as a cheap jeweller, with a focus on South Africa. Our priority has always been, and always will be, exceptional quality, outstanding workmanship and magnificent gemstones. It’s entirely possible that there are other jewellers in South Africa who may offer cheaper prices, but before committing to the cheapest option you find, ask the following questions:
Are you comparing two like-for-like diamonds?
Despite what an independent laboratory certificate may say about the 4C’s of a diamond, no two diamonds are the same. Nor are the diamond laboratories the same either, and this can radically affect diamond price. The GIA (Gemological Institute of America) is considered the world-standard in diamond certification and a GIA-certified diamond will often cost more than a diamond from another laboratory, such as the EGL (European Gemological Laboratory), the D.I.A. (a local South African laboratory) or the I.D.L. (also a local South African Laboratory). Some diamond laboratories are considered more trustworthy than others and some hold to more rigorous classification standards than others.
Thus, a G colour, SI1 clarity diamond as graded by one laboratory could be (it shouldn’t be, but it could be) completely different to a G SI1 from another laboratory. If you’re being offered a diamond certified by a laboratory other than the GIA, it makes sense that the diamond would be cheaper.