Why I'll Never Buy a Diamond Again: A Jeweler's Confession (And Why Sapphires Changed Everything)
Why I'll Never Buy a Diamond Again
I sold diamonds for 12 years. 100-200% markups, 50-60% instant loss, questionable ethics. Then I discovered sapphires. Here's why I switched—and why I'll never sell diamonds again.
The Confession
My name is Alex. I was a diamond salesman for 12 years. I worked for high-end jewelry stores, sold millions of dollars in diamonds, and made excellent commissions.
I also lied to customers every single day.
Not outright lies. But omissions. Half-truths. Carefully worded statements designed to make diamonds seem more valuable, rare, and ethical than they actually are.
In 2019, I quit. I'll never sell diamonds again. Here's why.
💔 The 5 Lies I Told (That Every Diamond Seller Tells)
Lie #1: "Diamonds Are Rare"
Diamonds aren't rare. De Beers controls supply to create artificial scarcity. There are enough diamonds in vaults to flood the market for decades.
Lie #2: "Diamonds Hold Their Value"
You lose 50-60% the moment you walk out of the store. Try to resell a $10,000 diamond—you'll get $4,000-$5,000 if you're lucky.
Lie #3: "This Is a Good Investment"
Diamonds are terrible investments. They depreciate immediately and rarely appreciate. Only exceptional stones (5ct+, flawless, rare colors) hold value.
Lie #4: "Conflict-Free Certification Guarantees Ethics"
"Conflict-free" only means "not funding war." It doesn't address labor exploitation, environmental damage, or murky supply chains.
Lie #5: "Diamonds Are the Only Real Choice for Engagement Rings"
This is 100% marketing. De Beers created the "diamond engagement ring" tradition in the 1930s-1940s. Before that, sapphires, rubies, and other gems were equally popular.
The Markup Reality
Here's what I actually paid for diamonds vs what I sold them for:
Real Diamond Pricing
| Diamond | My Cost | Retail Price | Markup |
|---|---|---|---|
| 1ct, G color, VS2 | $3,200 | $8,500 | 166% |
| 1.5ct, H color, SI1 | $5,800 | $14,000 | 141% |
| 2ct, F color, VVS1 | $18,000 | $42,000 | 133% |
Average markup: 140-170%. Customer loses 50-60% immediately if they try to resell.
Why I Switched to Sapphires
In 2018, a customer asked me about sapphires. I knew nothing about them—I'd only sold diamonds.
I started researching. What I discovered changed everything.
✓ Why Sapphires Are Better
1. Honest Pricing
Sapphire markup: 30-40% (vs 140-170% for diamonds). Customers get fair value, not inflated prices.
2. Better Value Retention
Sapphires (especially unheated) hold value better. You lose 20-30% on resale vs 50-60% for diamonds.
3. Actual Rarity
Unheated sapphires (especially parti-colored) are genuinely rare. No artificial scarcity—just geological reality.
4. Transparent Ethics
Australian sapphires: small-scale family mines, full provenance, no murky supply chains. You know exactly where your stone came from.
5. Uniqueness
Diamonds are graded on uniformity (colorless, flawless = best). Sapphires celebrate uniqueness—no two parti sapphires are identical.
The Comparison
Diamond vs Sapphire Reality
| Factor | Diamond | Sapphire |
|---|---|---|
| Retail Markup | 140-170% | 30-40% |
| Resale Value Loss | 50-60% | 20-30% |
| Actual Rarity | Artificial | Genuine |
| Ethical Transparency | Murky | Transparent |
| Durability (Mohs) | 10 | 9 (virtually identical) |
| Uniqueness | Graded on uniformity | One-of-a-kind patterns |
What Changed My Mind
The turning point: A customer came back to sell her $15,000 diamond engagement ring after a divorce. She needed money fast.
I offered her $6,500. That's what I could resell it for.
She cried. "But I paid $15,000 two years ago!"
"I know. I'm sorry. That's the market."
I'd sold her that ring. I'd made $6,000 commission. She lost $8,500 in two years.
That night, I couldn't sleep. I started researching alternatives. I discovered sapphires. I quit six months later.
🇦🇺 Why I Specialize in Australian Sapphires
After leaving the diamond industry, I built relationships with Queensland sapphire miners. Here's why Australian sapphires are my focus:
- Transparent sourcing: I know the miners personally, visit the mines, document provenance
- Ethical practices: Small-scale family operations, no exploitation, full transparency
- Unique stones: Parti-colored sapphires found almost nowhere else
- Fair pricing: 30-40% markup vs 140-170% diamond markup
- Value retention: Unheated sapphires appreciate over time
The Bottom Line
I sold diamonds for 12 years. I made excellent money. I also participated in an industry built on:
- Artificial scarcity (diamonds aren't rare)
- Massive markups (140-170%)
- Instant depreciation (50-60% loss on resale)
- Murky ethics ("conflict-free" doesn't mean ethical)
- Marketing manipulation ("diamonds are forever" = advertising)
Sapphires offer:
- Genuine rarity (especially unheated parti sapphires)
- Fair pricing (30-40% markup)
- Better value retention (20-30% loss vs 50-60%)
- Transparent ethics (Australian small-scale mining)
- Actual uniqueness (one-of-a-kind color patterns)
I'll never sell diamonds again. I sleep better at night selling sapphires.
The Honest Alternative to Diamonds
Australian sapphires: transparent sourcing, fair pricing, genuine rarity, better value retention. No lies, no markups, no regrets.
✓ 30-40% Markup (vs 140-170% Diamonds)
✓ 20-30% Resale Loss (vs 50-60% Diamonds)
✓ Transparent Ethics (Know Your Miner)
✓ One-of-a-Kind Patterns (Genuine Uniqueness)