Web Review: www.diamondsafe.com

By Gil Galanti

Founded in the year 2000, DiamondSafe.com is operated from New York by an international diamond manufacturing group. With partnerships in NY, South Africa, Israel and the Far East this company’s goal is “to redefine the way people buy jewelry online” by offering high quality diamonds and “still maintaining rock bottom diamond prices”.

According to the FAQ section on DiamondSafe.com, the Rapaport Diamond Report serves as “a basis for establishing the diamond's value” amongst industry professionals, while “the closer to the source” - manufacturer, wholesaler, retailer, jewelry wholesaler, jewelry store and consumer - the better the price compared to this list will be. For example, the site says, a diamond wholesaler might pay 30% below the list, a jewelry store 20% below and the consumer will probably pay “very close to the full list price”.

Furthermore, DiamondSafe.com claims to be “virtually eliminating” the diamond industry pipeline by “manufacturing all its own diamonds” and then selling them online, directly to consumers. Aiming so high, DiamondSafe.com has a very professional look and feel, as well as a rich inventory and all the necessary functionality, but what about its grandiose “eliminating the pipeline” statement?

I searched DiamondSafe.com for a Round, 1.00-1.49 in the price range of $4,600 to $4,900 and received 26 results. The cheapest stone was a 1.01 ct. premium cut, H, SI2, certified by EGL and priced at $4,600. According to the Rap list a Round, H, SI2, 1.01 carat stone is priced at 5,050$, so DiamondSafe.com’s price represent a mere 9% discount from the Rap list price.

The most expensive item on my search results turned out as a 1.07 ct. premium cut, J, SI1, certified by GIA and priced at $4,798. Now I was really confused. The Rap list tags a 1.07 carat, J, SI1 at $4,708, so Diamondsafe.com priced this stone approximately 2% above the Rap list! OK, DiamondSafe.com. Some of your other stones are sold at 20% and even 30% below the Rap listed price, but ladies and gentlemen - eliminating the pipeline...?

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