Each Diamond has it's own Unique and Measurable attributes which separates it from others. The jewelry industry informs the public of 4 characteristics that determine the quality & value of a diamond: CUT, COLOR, CLARITY & CARAT. They are sometimes referred to as "The 4 C's". We only sell GIA or AGS Certified Diamonds.
However, there is more to a diamond than just the 4 C's. When purchasing a diamond, there is FLUORESCENCE, BRILLIANCE, FIRE & SPARKLE, CERTIFICATION, and ORIGIN to consider as well. This adds to the confusion of buying a diamond, especially online. Diamonds are priced based on their measurable attributes as well as subjective attributes. Two diamonds can appear to be identical based on their certification and the 4C's, but one will be more expensive than the other. It's because side by side, one is simply more brilliant than the other. The best way to buy diamonds is to view them in person in natural sunlight.
Our Diamond Quality Standards Click each link to learn more about each standard.