Like It First - One can only show the beauty to others if one sees it himself. Wearing a colored diamond usually generates interest in customers.

Show Comparisons - Hand your customer a piece of colored diamond jewelry and let him or her compare it to other gemstones. Noting the brilliance of the colored diamonds is the easiest way to see the difference.

Dedicate Specialized Showcases - Display your colored diamond jewelry separately from other colored gemstones to avoid confusion. Give them their own showcase and show comparisons. Mark the colored diamond showcase with a visible sign.

Use Careful Terminology - The words you use to describe the diamond can determine whether you make the sale. Avoid using the terms, irradiated diamond or treated diamond, as well as adjectives such as cooked, nuked, burned or zapped even as a joke – as a sales person you definitely don’t want to go there, nor should you imply to your customers something negative about the enhancement process. Also never call a light color pale or a dark color muddy. Use positive terminology, such as soft, delicate or rich colors.

Have a Handy Selection - Customers like a choice no matter what they buy. The presence of colored diamonds set in a variety of metals and styles will help the customer see that there is a lot more to choose from than just one color.

Focus on Fashion - With jewelry seen as fashion accessories, sales people must understand the relationship of jewelry to fashion and beauty. Colored diamonds make excellent accessories, so make sure your sales associates know which colors are fashionable in clothing and cosmetics; and are complementary to each other or the complexion of the buyer.

Create Marketing Opportunities - Create special events or mailings to enable your best customers to learn that you are carrying a new product.