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About The daily Nebraskan. ([Lincoln, Neb.) 1901-current | View Entire Issue (Jan. 24, 1997)
Knowledge important in ring hunt BtMkeKluck Senior Reporter Confusion, price and acceptance all go through a man’s mind when select ing the perfect engagement ring. Getting beyond those concerns could enable the purchaser to buy a ring that will last a lifetime. “The guys are usually concerned because this is something they don’t know a lot about,” said Bob Fixter, general manager of Sartor Hamann Jewelry, 1150 O St “The process of selecting a diamond is a little threat ening to them because they have never done anything like this before.” Fixter and jewelry managers at Nebraska Diamond and Borsheim’s in Omaha said selecting a ring is one of the most important purchases a man ever makes. We try to counsel the charts when they come in and usually suggest that they try to figure out what they are going to do in their life and try to buy items they would consider a lifetime purchase,” said Chuck Kuba, executive vice president of Nebraska Diamond. “There is no greater purchase they will make in their life than the diamond ** ring. Because of the pressures, calming a man’s nervousness is one of the first responsibilities of jewelers, the man agers said. ' " ’’The first thing we are gong to do when a guy walks into our store is spend about 10 minutes explaining to him how to buy a diamond and what drives the price of a diamond,” Kuba said. He said it’s important to remember that under different lighting conditions the diamond will look different, so some imperfections can sometimes go unnoticed. Sartor Hamann uses the only dia mond-rating computer in Lincoln. Fixter said although he also counsels customers on what to look for in a dia mond, the computer helps td show how a diamond should look. Once a customer knows what to look for in a diamond, he or she can start thinking about price. Scott Caniglia, jewelry sales man ager at Borsheim’s in Omaha, said people in the diamond engagement ring industry suggest that a customer base the price of the engagement ring on two months of his salary. But Caniglia said he and most of the other jewelers understand it would be difficult for college students to spend that much. “When I deal with any customer, but especially college students, I want them to spend what they are comfort*2 able with,” Caniglia said. “Certainly how much to spend is by no means written in stone. But the customer has to be comfortable buying and comfort able with what they buy.” f * . - -asi1 -- ■ 2/28/97 3300 O Street 477~4747 There^^easoi^^^ ess For% * We pay attention to tke little details. -Our ten point inspection ensures^you ike perfect tux. •You appreciate our friendly, knowledgeable stall *3000 tuxedos in stook. more than 70 incredible styles 'Dozens of new tuxedo tie and vest styles ■Neb ka's largest supplier 3erry Ellis. I Ralph La n. and Oscar de la Renta. 'Plus hundreds of contemporary ties, vests, cumberbunds. and shoes. ‘Lincoln's only authorized collegiate silk collection featuring Nebraska and Herbie Husker. Presenting The New Advantage Collection Of Tuxedos. Forty designer names and styles. t- -:.c y , > > s49~ tiltICIIII