DALLAS — Price-oriented chains such as Costco and Wal-Mart might move huge quantities of gold and diamonds, but they don’t often make a big effort to romance the stone.

It seems that the more budget-oriented the store, the less a shopper can expect to talk to a knowledgeable salesperson. During informal visits by WWD to Wal-Mart, Sam’s Club and Costco, sales associates did not know the term “eternity ring,” and only the Costco associate knew the meaning of a diamond certification.

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