Diamonds are our specialty. Members of our staff travel to Europe to purchase diamonds directly from the cutters. By buying direct, we cut out all the middle men (and there can be lots of them). It also gives us a much better selection. Rather than calling a diamond dealer and having him send us one diamond, we are able to personally look at an awesome selection, often in the hundreds. This gives us the opportunity to not only find the very best price, but to also select the best of the best.

Occasionally a customer may ask for something we do not have in stock. Because we have such a unique relationship with our cutters, we can pick up the phone and find the perfect diamond.

We are often asked about purchasing diamonds over the Internet and whether we sell diamonds over the Internet. NO, WE DO NOT SELL ANY OF OUR DIAMONDS OVER THE INTERNET, nor do we recommend that you purchase a diamond over the Internet. Let me give you some compelling reasons.

Just because a diamond is certified, giving the color, clarity, and cut, this does not tell you the brilliance of the diamond. Two diamonds with the same characteristics may look completely different. One may blaze like the sun while the other looks like an ice cube with no brilliance. If you understand this concept, you would never purchase a diamond based solely on its ratings. The truth is that every diamond is different and its ratings do not describe its beauty and brilliance.

It is very important to remember that even though a diamond may come with a certificate (from GIA, EGL, AGS, HRD or others) the certificate can not tell you how brilliant (or not brilliant) the diamond actually is. For example, when we are sitting in the diamond bourse in Antwerp and are looking for a one-carat round certified diamond, H color, SI 1 clarity, it is not unusual for us to examine 100 to 300 diamonds in that grade before we find one we are willing to purchase.

Buying a diamond based on a certificate with certain grades and prices is like selecting your wife-to-be from a stack of driver’s licenses. Just because she is 5’6”, 26 years old, has blonde hair, blue eyes, and weighs 110 pounds, does not mean you want to spend the rest of your life with her! There is a great deal of important information that you still do not know. Would you agree?

Finished, gem-quality diamonds are cut from a diamond that is in the rough (never been cut). Each piece of rough diamond is different and dramatically affects both the beauty and brilliance of the finished diamond. This is one reason that independent gemological labs use three to five graduate gemologists to determine a diamond’s ratings. Why? Because they know that grading a diamond is partly an opinion and partly knowledge.

When buying a diamond from an online diamond company, you must realize that in most cases they do not own and have never seen the diamonds they list. They are simply trans-shippers. They get lists of diamonds that various companies own and list them as if they own them. Often they will tell you they are looking at (louping) the diamond you are requesting and explain how beautiful it is as if they are holding it in their hands at that very moment. This is dishonest and morally reprehensible.

The most important truth to know is that we all have different likes and dislikes. Beauty truely is in the eye of the beholder. For instance, if each of our staff at Boyer’s could pick out their own diamond from our vault, each of these diamond experts would pick out a completely different diamond. They would pick out a variety of shapes as well as different grades. Why? Because people are different with different tastes. For instance, not everyone likes the same make of automobile or the same clothes.

That is why, when we are buying diamonds, we see literally millions of dollars of diamonds and purchase only the most brilliant. We seek the diamonds that “dance with light,” that “stand out from the rest,” regardless of the written certificates. That is, we are more interested in the beauty of the diamond than we are in the certificate. Then when we bring these beautiful jewels back to our store – we don’t tell our customers which diamond to buy. We encourage them to pick the diamond they feel is most beautiful and suitable for them.

Diamonds are one of nature’s miracles, “wearable art,” a forever rainbow for her finger or neck. We find that our customers appreciate not being told what to buy. They enjoy picking out the one that “speaks to them.” It is somewhat like buying a piece of art. There may be a piece of contemporary art by a famous artist worth a million dollars. Beside it may be a serene rendering of an Italian landscape by an unknown artist. You may well prefer the unknown artist. If you like it, you like it. You don’t need the artist (or salesperson) to tell you which one you like.

In summary, we feel our responsibility at Boyer’s is to select the world’s most beautiful diamonds for you to peruse. They are all beautiful. But, we want you to visually study these diamonds and select the one that continually draws your attention.

We also want to inform you that we use every precaution to be certain all of our diamonds are conflict free and purchased from reputable sources.
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