Editor’s Note
This piece explores the journey from expertise to creation, highlighting a professional’s mission to demystify the nuanced world of jewelry. By translating complex appraisal standards into accessible knowledge, the aim is to empower everyone to make informed and confident choices.
The biggest differentiator of the Diamond Sister channel is its expertise. A professional team consisting of GIA appraisers, jewelry designers, and content planners operates the channel. It covers a wide range of jewelry-related content, from introducing products of luxury brands like Van Cleef & Arpels and Graff, to the 4C standards of diamonds (cut, color, clarity, carat), market price trends, purchasing tips, production processes, styling tips, and celebrity wearing cases.
Diamond Sister puts particular effort into not only content but also product quality control. It directly procures raw stones from countries of origin like Italy, Tahiti, and Hong Kong, and collaborates with domestic production factories to manufacture products. Notably, it works directly with master craftsmen with 40-50 years of experience in Jongno, Seoul, to present products that combine traditional craftsmanship with modern design.
It directly manages all processes, from dual appraisal procedures (domestic and international) from raw stones to finished products, inspection by professional appraisers, to packaging and shipping management. Thanks to this direct sourcing structure, it can skip intermediate distribution stages and deliver directly to consumers, securing price competitiveness.
Recently, by applying the YouTube shopping feature through the global e-commerce platform ‘Cafe24’, it is maximizing the synergy between content and commerce. It introduces product information within the ‘Store’ tab on the YouTube channel and within each content piece, guiding any viewer to purchase products easily. Diamond Sister plans to focus on strengthening live commerce in the future. It is also actively pursuing overseas expansion, recently discussing collaborations with Japan’s QVC home shopping and Amazon.