User:Boherb/Lumera diamonds

Lumera Diamonds is an online retailer of diamonds for use in fine jewelry, offering a broad assortment of GIA certified diamonds. The company is not a jeweler in the traditional sense, but a diamond dealer. Its primary competition is however, jewelry stores. The company is headquartered in St. Louis, MO.

Philosophy
The company does not sell jewelry, only diamonds. It was founded under the philosophy that diamonds should be treated as a commodity. Purchasers are required to do their own research to determine what type of diamond they require, and then purchase the diamond loose (presumably at an advantageous price) from Lumera. The purchaser is then responsible for having the diamond set in a piece of jewelry at their own discretion.

This model offers a low price, but places the burden on purchasers to understand what they are buying. Customers are required to make purchases without seeing the diamond, a practice counter to established industry norms. In an effort to address this uncertainty, only GIA certified diamonds are offered, however this limits the assortment.

Competitors
Lumera has several competitors offering the sale of diamonds online, including:

Blue Nile Inc. - the largest online seller of diamond jewelery.

Helzberg Diamonds - offering diamonds and jewelry online as well as in in-store.

Ice.com - sells diamonds and diamond jewelry online, specializing in moderate price points.

Diamonds.com - specializes in diamond engagement rings, wedding bands and bridal sets.