Style|Consumer Saturday; DIAMOND PRICES: 2 PRICES
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By Anne-Marie Schiro
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October 17, 1981
,
Section 1, Page
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T HE diamond market may be in a slump, with prices of investmentquality stones down to about half what they were early last year, but that doesn't mean that the person shopping for an engagement ring or a pair of stud earrings is paying any less. That's because there are two markets in diamonds: one for investment (internally flawless stones weighing one carat or more) and one for jewelry (99 percent of the world volume).
According to Richard Dickson of De Beers Consolidated Mines, which markets more than 80 percent of the world's diamonds, ''to use the price of the one-carat D-flawless stone as a benchmark of diamond prices would be totally unrepresentative.''
Bruce Lipshy, president of the Zale Corporation, a giant jewelry retailer, said: ''The consumer gets confused when he reads about the diamond decline, but he fails to understand that it's the investment diamond being talked about. Between 1976 and 1981, diamonds really went up and created a hype in sales. The consumer got the inflation mentality: Buy now before the price goes up even more. Now, it's the reverse mentality: Wait until the price goes down more.''
Experts in the diamond industry agree that speculators caused the price of investment stones to rise dramatically when diamonds became a fad like stamps, coins or paintings as a hedge against inflation. From 1979 to 1980, a one-carat D-flawless stone rose in price from $10,000 to $65,000. (That's the time gold reached a high of $850 a troy ounce; gold has also plummeted nearly 50 percent since then.)
But the price of diamond jewelry has gone up much less. According to the Diamond Information Center, the average retail price for the average engagement ring weighing a quarter of a carat went from $585 in 1979 to $700 in 1980.
Retail sales of diamond jewelry in this country fell from 12.7 million pieces in 1979 to 12.5 million pieces in 1980. This year's figures seem to be ahead of last year's. De Beers reports that for the three months ended May 1981, sales in the United States were up 12 percent over the same period last year. Since 40 percent of jewelry sales in this country take place around Christmas, the industry is optimistic that the full year will show a return to the steady growth of previous years. From 1977 to 1978, the number of pieces of diamond jewelry sold rose from 10.7 million to 11.6 million.
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