By Darryl Mackley

I say ‘need’ because most guys will tell you it’s not something they necessarily ‘want’ to do. There are endless amounts of really cool techno gadgets: cars, boats, motorcycles and other guy toys available out there in the market place. They surely tempt every guy considering purchasing a diamond ring into spending that cash in another direction. So why do they do it, why do they spend money on a diamond ring, even if they can’t afford it? They simply are in love and are driven to please someone very special to them. They have given it much thought, and made up their mind to buy a diamond. This decision comes only after countless sleepless nights, repeated discussions with friends, family, pastors, strangers and many, many, prayers.

At this point upon deciding that this is what they’re going to do, there is a sudden realization; "I don’t know how to buy a diamond ring!" They have followed the latest trends in home theaters, laptops, PDA’s, car stereos. They know what kind of tires they want to put on their car next summer. They know what kind of personal watercraft or four-wheeler that they would buy, if they were so inclined. They can even tell you a ballpark price on what these products cost, and where they would purchase them. But a diamond ring? Do they go to the store that advertises the most? Do they go to the mall and just start shopping? Do they go to the store their dad went to? Where? Where? Where?

So they consult the wise advisers that encouraged them to make the diamond purchase in the first place. Friends, family, pastors, strangers and they pray for guidance in this matter as well. They search for the answers. Where do I go? What questions do I ask? Do I tell them my budget? How will I know what’s the best choice? What shape? What size? How much should I spend? They suddenly realize there is a lot to know about diamonds. It is not an easy decision. Fortunately, thanks to the Internet, libraries, and the experienced, there is a lot of information out there, if you look for it. Still, much confusion does exist! Conflicting information is often the culprit. So how do they straighten it all out? They seek advice from professionals within the trade and compare it with information already received from those outside sources mentioned earlier.

If you work in a jewelry store you must be a knowledgeable professional . . . Right? They soon find out not all stores are the same! Some are pushy. Some are vague, and don’t answer your questions. Some are too big and intimidating. Some are not helpful. Some down right lie. There are many places from which to select. How do you choose the right one? You compare. But be careful! Comparing stores is easy, but comparing diamonds is very different. Since no two diamonds are the same, it is extremely difficult to compare different diamonds from different stores.

Here, at Mackley & Company we have always strived to educate the customer, eliminating confusion, so the customer can make an informed decision. Next, we tend to make recommendations in the following directions; Value over price, and quality over size, simple elegance over extravagant. However, we can and will go in any direction you should desire. Also, we are good listeners, so tell us what’s important to you. . . . We’re listening!