Jewelry
How to Buy a Diamond
Diamond pricing is engineered to be opaque. A short list of rules gets you the most beautiful stone your budget allows.
Cut is the only C you should not compromise
Cut governs how light returns to the eye. An Excellent or Ideal cut makes a smaller stone outperform a larger, duller one. Avoid Good and Fair grades entirely, whatever the discount.
Buy colour and clarity to the eye
In white gold or platinum, G to H colour appears icy. In yellow gold, I to J is undetectable and considerably cheaper. For clarity, VS1 to VS2 is eye-clean in nearly all stones; paying for VVS or IF buys a certificate, not a look.
Mind the carat thresholds
Prices jump sharply at round weights. A 0.92-carat stone can cost meaningfully less than a 1.00-carat with no visible difference. Shop just under the magic numbers.
Certification and fluorescence
Only GIA and AGS reports are consistently reliable. Faint to medium blue fluorescence is usually harmless and can improve the look of warmer stones while reducing the price — strong fluorescence occasionally causes haze, so view the stone in daylight.
Before You Buy
- Insist on Excellent or Ideal cut
- Match colour grade to the metal
- Buy just under a round carat weight
- Verify a GIA or AGS report number
Private Appointments
Personal sourcing, authentication and styling — by appointment only.
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