When selling, jewelers rarely bring up the subject of diamonds falling out. Understandably so! Who wants to think of that when making an emotional purchase? However it happens all the time. You might want to inform your customer so they are prepared if it does happen. The right information
Tell customers your diamonds are estate or bought 2nd hand. People perceive pawn shops as being cheaper, no matter what the price is because they use this 2nd hand value story.
Talk about how you just got back from Antwerp or Israel. Mention that you partner with cutters all over the world to get the very best deals.
This is tough. To prove value you must prove you offer a better bang for the buck. Do this by using words such as "...when dealing with diamonds of this caliber..." or "Yes it is more money, but the best always is!"