For many jewellers, the end of the year is one of the busiest periods of the year. Saint Nicholas, Christmas and New Year follow each other quickly, and customers look for a gift that means something. A piece of jewellery with a diamond is then high on the list.
Lab-grown diamonds fit this period perfectly. The customer gets more diamond for their budget, and you can show a wide range without a large stock. In this guide you will read which gifts work best, how to approach the sales conversation and when to order to deliver on time.
1. Why lab-grown works so well as a gift
Anyone buying a gift usually has a fixed budget in mind. That is exactly where lab-grown makes the difference:
- More diamond for the same budget. Where the customer would otherwise choose a very small stone, a clearly visible diamond becomes attainable.
- Chemically and physically a diamond. The same hardness and sparkle as a mined diamond, and not an imitation like cubic zirconia. Read more in our article on the questions hesitant customers ask.
- A gift to wear. A piece of jewellery is seen every day. That makes it a gift that is remembered for a long time.
Do be honest when the customer asks about value: a lab-grown diamond is not an investment and has a low resale value. For a gift that rarely matters, but honesty makes the rest of your story credible.
2. The five gifts that sell best
Diamond stud earrings
The safest gift there is. Studs suit every style and every age, and the customer does not need to know a size. Show them in a few sizes side by side, so the customer sees the difference.
Solitaire pendant
A single diamond on a fine chain is understated and timeless. Here too size plays no role, and a pendant is a strong choice for anyone unsure about the recipient's taste.
Tennis bracelet
The gift for those who want to impress. A tennis bracelet with lab-grown diamonds looks luxurious, while the price remains attainable for many customers. Ideal for an anniversary or a big moment.
Eternity or stacking ring
A lovely choice for a partner who already wears an engagement ring. Do pay attention to the ring size, because an eternity ring is difficult to resize.
The engagement ring
Christmas and New Year's Eve are popular moments for a proposal. Make sure you can show these customers a clear choice of shapes and carat weights. Our guide to lab-grown engagement rings explains which designs sell best.
3. Which gift for which customer?
| Customer is looking for a gift for | Strongest choice | Tip for the counter |
|---|---|---|
| Partner, first diamond | Stud earrings or solitaire pendant | No size needed, so no risk |
| Partner, anniversary | Tennis bracelet or eternity ring | Ask about the ring size or wrist size |
| Mother or daughter | Solitaire pendant or stud earrings | Show yellow and white gold side by side |
| Proposal | Solitaire or hidden halo engagement ring | Offer a ring sizer to take home |
| Themselves | Tennis bracelet or larger studs | Let the customer try different sizes |
4. How to guide the sales conversation
- Ask about the recipient first. What jewellery does that person already wear, yellow or white gold, classic or modern?
- Show sizes side by side. Customers find carats hard to picture. With a carat to millimetre size chart the customer immediately sees how big a stone looks on the hand.
- Solve the ring size. With a surprise, the buyer often does not know the size. Give them a ring sizer, or when in doubt steer them towards earrings or a pendant.
- Offer certainty. Explain what a certificate means. How to read one is covered in our article on IGI and GIA certificates.
- Finish the presentation. A beautiful box and a short explanation about lab-grown turn the piece into a complete gift.
5. Order in time for the holidays
In December every customer wants their gift on time. So plan back from the holiday:
- Saint Nicholas (5 December): ideally order made-to-order pieces in the first half of November.
- Christmas (25 December): ideally order at the end of November, and at the latest in early December.
- New Year and New Year's Eve: order by mid-December at the latest.
You do not need to have everything in stock. Show a selection of bestsellers in your display and order the rest per piece once the customer has chosen. That way you offer a wide range without stock left over after the holidays.
Frequently asked questions
Is a lab-grown diamond a good Christmas gift?
Yes. A lab-grown diamond is chemically and physically a diamond, with the same sparkle and hardness. The customer gets more diamond for their budget, which makes it a popular choice for the holidays.
Which diamond jewellery is most popular as a gift?
Stud earrings and solitaire pendants sell best, because they suit every style and no size is needed. Tennis bracelets and eternity rings are popular for an anniversary or a big moment.
When should I order diamond jewellery for Christmas?
Allow a delivery time of a few weeks for made-to-order pieces. Ideally order at the end of November, and at the latest in early December, so the gift is ready well before Christmas.
Ready for the holidays?
Noam Jewels supplies lab-grown jewellery to jewellers from the Antwerp diamond district: more than 1,500 designs in 14k and 18k gold, delivery in 2 to 3 weeks and white label, under your own name. Order per piece through the B2B platform, 24/7. Create your B2B account or book a call.
Lab-grown jewellery for your collection
Straight from the Antwerp diamond district, exclusively for professional jewellers.
- 1,500+ designs in 14k and 18k gold
- Delivery in 2 to 3 weeks
- White label, under your own name
