As someone whose family has been in the diamond business for over 40 years, Jeff Wickersham has a good finger on the pulse of the diamond industry.

The biggest change Jeff has seen in his time has been the trends. "People have gradually moved from wanting quarter carat diamonds to three quarter carat diamonds today."

"People are much more aware of style and trends that are present in the industry than before." He attributes this increased awareness to the media and the Internet. "People are also more attuned to looking monetary value or a particular look of a ring."

What this translates into for Wickersham Jewelry begin_of_the_skype_highlighting     end_of_the_skype_highlighting is doing more consulting and educating customers. "Customers need and want to know more about quality, cut, polish, and price difference. And these days a lot of people are doing their homework before they even step foot in our store."

One important part of his educational process is something Wickersham's provide their customers a CD that tells the story of diamonds, as well as the company from which Wickersham's acquires the diamonds.

People may wonder what accounts for price difference in diamonds that to the untrained eye may look very similar. But no two diamonds are alike and the differences in cut, polish, rarity and style can account for the difference. The BIGGEST misconception in the industry is the notion of a tremendous markup. "You just don't find that with quality diamonds."

Wickersham Jewelry begin_of_the_skype_highlighting     end_of_the_skype_highlighting offers South African diamonds that they obtain from Antwerp, Belgium. These diamonds have a world class reputation built over a century of tradition and craftsmanship. Our diamond cutters are a Diamond Trading Company sight-holder, which is an exclusive club reserved for the best manufacturers of the world.

They also guarantee that their diamonds did not originate from any of the world's conflict areas and that have been mined and manufactured without recklessly endangering or harming the health or welfare of any individual or the environment.