Selling the four, or is it six, C's

The ubiquitous 4Cs of diamond marketing have today been expanded to number five, six or even more Cs. What are these new Cs, and can they affect your business? Nick Lord reports.

For millions of years they were just diamonds, formed naturally below the Earth’s surface. In fact, it wasn’t until 1940 that the concept of the 4Cs was even realised, developed by leading American gemmology laboratory GIA.

Used to evaluate the differ...

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