Perception VS.  Reality

Which Came First: The Markdown Or The Markup? If you’ve been looking for a diamond, you’ve probably been a bit confused by all the gimmicks and 50% OFF SALES. Today it seems almost every jeweler is offering huge discounts below retail. What is retail anyway? For a lot of jewelers, it’s merely a fictitiously inflated price they can drastically discount. They do this simply to lure you into thinking you’re saving money.


Two diamonds of identical cut and weight could each have over 230 different combinations of colors and clarities alone. Each of these combinations has a distinct value. If two jewelers were given the same diamond to sell, odds are they would not sell it for the same price. Why? Does the price you pay for a diamond always relate to its quality? Absolutely Not! Higher quality demands a higher price, but paying a higher price does not guarantee you’re getting higher quality!
 Nearly every jeweler claims to have the finest quality at the best price. Everyone knows that is impossible. The bottom line to buying a diamond is this: no matter where you purchase, demand a LABORATORY CERTIFICATE.

Never rely on the accuracy of an appraisal, regardless of the jeweler’s reputation. If the diamond is accurately graded, jewelers should not object to providing a laboratory certificate. If it is not accurately graded, they will certainly refuse.
Today as never before, consumers have at their disposal all the information needed to eliminate the guesswork, gimmicks, and unreasonable profits from buying a diamond.

The 4 C's

  • Cut Cut
    How your diamond reflects light  
    The cut of a diamond refers to its proportions or its ability to reflect light. Of the 4C’s, the cut is the aspect most directly influenced by man....
  • Color Color
    The Best Color Is No Color
    The best color is no color. Diamonds allow light to be reflected and dispersed as a rainbow of color. The light dispersion has no effect on the technical grading of...
  • Clarity Clarity
    Nature’s Fingerprint
    Almost all diamonds contain very tiny natural birthmarks know as inclusions. To determine a diamond’s clarity an expert views it under powerful magnification. The fewer...
  • Carat-Weight Carat-Weight
    Weight Determines Size The weight of a diamond is expressed in carats. The word carat originated from the carob tree or Ceratonia siliqua. The tiny seeds of this tree are well known for uniformity and...


  • 1
  • 2
  • 3
  • 4
  • 5

Site Login