Thus, Tierra Diamond – a Vietnamese brand in the high-end natural diamond segment – has set a notable precedent in the luxury industry by declaring a 100% refund of the payment value if customers find an equivalent diamond at a lower price elsewhere.
Tierra Diamond confidently offers GIA-certified natural diamonds at the most competitive market prices.
Diamonds – Emotional Symbol Enters the Era of Rationality
Since De Beers’ legendary “A Diamond is Forever” campaign in 1947, diamonds have been priced based on emotion and storytelling rather than cost or technical standards. However, with advancements in mining and certification technology, smaller diamonds (under 1 carat) are no longer rare, becoming more accessible to the middle class.
Specifically, the introduction of the 4Cs (Cut – Color – Clarity – Carat) and Fluorescence standards by the Gemological Institute of America (GIA) has created a universal language, enabling diamonds to be measured and compared. In principle, diamonds with the same GIA certification parameters should have equivalent prices within the same market. Yet, in Vietnam, diamond prices still vary significantly, reflecting a lack of transparency in the supply chain and product information.
Vietnam’s Market: When “Trust” Replaces Data
The domestic diamond market is influenced by two factors. First, the multi-tiered supply chain inflates prices due to intermediaries. Second, consumers lack knowledge and comparison tools, while most brands do not publicly disclose detailed diamond price lists with GIA specifications. As a result, purchasing decisions rely more on trust in the seller than on data.
Every natural diamond today comes with a GIA certification, clearly displaying specific parameters and characteristics.
In this context, Tierra Diamond’s pledge to “refund 100% if found cheaper elsewhere” is laying the groundwork for a completely new approach in the luxury sector: competing through transparency and data, rather than emotion and storytelling.
“Price Guarantee” for Luxury – A New Concept in Vietnamese Consumer Behavior
In developed countries, buying diamonds online has become common. Platforms like Blue Nile and Brilliant Earth allow users to select diamonds by specifications, view prices, compare, and purchase directly on the web. Vietnam has not yet reached this stage, largely due to the significant value of diamonds and the lack of data from businesses.
Tierra’s policy is essentially a form of “price guarantee” for diamond buyers – a mechanism common in the tech retail industry but novel in high-end jewelry.
This also reflects a shift in trust from brands to standardized measurement systems. As consumers actively compare products, the market gradually enhances understanding, creating a foundation for a more transparent and competitively healthy luxury sector.
Not only does Tierra Diamond offer optimal benefits to customers, but it also aims to transparentize the diamond market through its 100% refund program.
According to the World Bank, Vietnam’s per capita GDP could reach $8,500 by 2030, marking the rise of the middle class. Currently, natural GIA-certified diamonds under 4mm cost only 10–20 million VND, equivalent to a smartphone. However, trust – not material value – remains the biggest barrier.
Therefore, “cheaper or refunded” is not just a sales tactic but a lever to build trust – a critical factor in any luxury market.
Will Tierra Spark a New “Price War”?
Could Tierra Diamond be initiating a new type of competition in the diamond industry – where “true value” is weighed against emotional advertising?
If other businesses follow suit, Vietnam will witness a significant transformation: from “qualitative luxury” to “quantitative luxury,” from emotional trust to data-driven transparency.
And that could be the starting point for a mature high-end economy – where consumers buy with reason, and businesses win with honesty.
Learn more about Tierra Diamond’s “High-End Diamonds – Price Match Guarantee” program at: https://www.tierra.vn/kim-cuong-cao-cap-gia-bao-chap
The program applies to Orders/Guarantee Certificates issued by Tierra from 01/11/2025 to 30/11/2025.
