I have a friend that operates one of the more popular shops in town listed under Houston diamonds.  Now, he inherited the business from his father years ago, and they do enjoy success.  But recently he found out that some of his old clients were going to San Antonio to purchase loose diamonds and they were not coming to him anymore.  Since he was well known, he decided that I should be the one to go investigate for him.

I packed up my things and headed off to San Antonio.  After he decided that I should go, he contacted some of his former clients to find out why they left.  According to them, the prices and the clarity at the competition was better.  So, I was sent to see if San Antonio diamonds really did have better clarity and color.

After a few hours of looking at different stores, I did have a conclusion - and I didn’t think he would like it.  It ended up that their prices were slightly cheaper ( about five percent) and their clarity was better too.

Thanks to my research, he has changed diamond suppliers and is now building his business back up.  Who knew that in the diamond industry that the shoppers would be so educated and shop around.  I know I sure didn’t.