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.”
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