London Jeweller: when Gemology goes Social

A London Jeweller follower’s identikit?

Our typical follower is someone who, rather than just admiring diamonds, also loves learning about them. According to our analysis, 65% are women between 25 and 35 years old, mainly American, English and European.
We interact with every type of personality. Some customers have no idea what they want, others know perfectly well. There are those who choose “their” diamond in five minutes and those who take months to find the right one. I love this extreme differentiation because it gives me an ever-increasing knowledge of the market.

What are the most frequently asked questions and main concerns?

I get all kinds of questions. Sometimes about diamond prices, other times requests for photos and videos of special diamonds we have in stock. People also often ask for simple advice on what to buy and what to avoid. I’m always happy to help where I can.
People are often anxious when it comes to purchasing because they are unsure whether the source is authentic. Unfortunately, our industry does not have the best reputation. There are people who take advantage of others, both in terms of pricing and advice. That is why it is essential to turn to someone you can completely trust.
With over 240,000 followers on Instagram alone, Dovi Fehler – also known as London Jeweller – is a diamond expert who has developed a deeply personal way of providing information and consultancy to help people choose diamonds and engagement rings.

Which other stones are becoming popular for engagement rings?

I believe there is a large market for other gems such as sapphires, rubies, emeralds and opals. People appreciate them because they are more unique and discreet. However, diamonds will always remain the most popular stone for engagement rings. In terms of cuts, round and oval are by far the most requested.

What is the sector’s biggest misconception?

The biggest misconception is believing that higher color and clarity guarantee a better stone. That is not true. The most important quality of a diamond is how it shines in natural light, and this depends entirely on the cut. It doesn’t matter if you own a D Flawless diamond: if it is poorly cut, it will look terrible.

Focus on the cut and make sure the stone sparkles beautifully before deciding on color and clarity. Another common mistake concerns color: many people rely solely on what they read online or on jeweler recommendations. I’ve heard tragic stories of people spending huge amounts on “top” colors when, deep down, they would have preferred a warmer diamond. You need to stay open-minded and evaluate all options—you can often be pleasantly surprised.

And in terms of investment?

Another misconception is thinking that higher color and clarity are the best choice for an investment diamond. That’s not the case. When you try to resell a D/F IF or VVS diamond, jewelers are often reluctant to buy it back because demand is very limited. They will usually offer a lower percentage compared to a more commercial G/H VS diamond.