perienced
buyers. It is impossible to see a diamond at its best in some stores.
One must know the light and the surroundings to judge the stone
properly. In other stores, the light is so strong that the brilliant
reflections hide faults. Oftentimes a strong sunlight will make a false
color stone appear so blue that one could hardly believe it to be the
same stone when seen under another light. The general character of the
dealer's stock has an influence on the buyer's judgment. A fine stone
in a stock where all the diamonds are fine, will not appear to as great
advantage as one not so good, but better than the average in a stock of
very poor grade. Unconsciously, the buyer is influenced more by
comparison than actual appreciation of quality. In a small town of the
middle west, were two typical stocks of jewelry. One of the jewelers
was a very conscientious man, having a strong disinclination to buy or
sell anything but the best of its kind. His jewelry was 14 karat fine
and of the best makes. He carried no diamonds under top silver capes,
and preferred to sell crystals only. The other carried low grade goods,
and advertized bargains. A man entered the store of the first and
asked to see diamonds. They were shown to him, and prices quoted which
included a very moderate profit, so moderate that the net profit after
deducting the expense of carrying stock and doing business, would
necessarily be very small. The customer thought the prices too high,
and expressed his opinion in terms that were more forcible than polite.
The dealer had not much to say. He said, " I think I buy judiciously. I
pay my bills promptly and deal with very reliable houses. I am asking
but a very small profit and the stones are exactly
