That 'diamond' jewelry in the case at your local jeweler is...actually cubic zirconia
We often hear from our happy customers before they trust and order from us that "I've never seen a cubic zirconia before". In almost every case, that's simply not true even though they (and probably you) did not and do not realize that they (you) have seen cubic zirconia.
Did you realize MOST of what you're shown locked in jewelry cases at the most well-known diamond retail establishments are actually set with CZ and not diamond?
It reduces the jewelry store's carrying cost, liability for theft, and people can't tell the difference anyway. Yet these same salespeople are trained to say "diamonds are valuable, cubic zirconia are worthless"...while showing pieces of jewelry their customers are meant to THINK of as diamond but are actually CZ.
Go ahead and visit your local big-box diamond jeweler and let them show you a piece from the jewelry case. When you have an engagement ring or earrings set in your hands, ask them if it’s actually made out of diamonds and set with a diamond centerstone.
Watch how they squirm not wanting to admit that what you’re holding is in fact cubic zirconia.
Catch it on video and we’ll all have a laugh!
Read more about diamond vs cubic zirconia here.
Check our full cubic zirconia jewelry product catalog.
- Danny Welsh