Diamond auctions drive a lot of attention. When a diamond sells for a record price, it's not just the diamond industry talking about it. The general press tends to pay a lot of attention to these sales, fully exposing the public to the sale results. Beyond the attention, there is a lot we can learn from auction houses' selling methodology that we can apply to our day-to-day diamond selling. The auction model works not only for selling multi-million dollar stones: it's also a model we can use to get the wider public interested in investing in diamonds.