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| The jewelry industry has long thrived on the air of mystery and romance that has been created about diamonds and their true market value. We believe that a smart consumer is the best customer. Understanding the diamond market is not as difficult as your average mall jeweler would like you to believe. |
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| We will tell you all you need to know to be an informed consumer ---- and we'll leave the romance to you. |
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| Everyone talks about the 4 C's and we are no exception ---- but we do it for a different reason. These four basic characteristics help determine the market value of all diamonds. When you understand this as a cutter, importer, or wholesaler would, then you can see the connection from the 4 C's (clarity, cut, color, and carat weight) to the all important 5th C which is COST! |
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| There is also a 6th C ---- for certification. Buying a diamond that has been independently graded by a gem laboratory like the GIA (Gemological Institute of America) or the EGL (European Gemological Laboratory) helps assure that you are getting exactly what you are paying for. Many retail jewelers prefer not to deal in certificates because it takes the advantage away from them and gives it to the customer. |
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| CLARITY |
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| Almost all diamonds have natural characteristics or inclusions. Most inclusions are undetectable to the naked eye. The fewer inclusions a diamond has, the higher the per carat market price will be. Unless severe, most inclusions do not effect the outside appearance of a stone. The GIA clarity grading scale (below) is the most commonly used. |
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| COLOR |
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| Most people think of diamonds as colorless. The average diamond faces up white but can have a hint of yellow or brown in its body color. The GIA color grading system is the most commonly used. The color grade helps determine the market value of the stone. |
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| At the end of the D-Z scale, we find fancy colored diamonds. These are diamonds which show an intense and well-defined color. They are extremely rare and valuable. Diamonds come in red (the rarest), pink, blue, green, brown, and canary yellow. |
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| CUT |
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| This term can have two meanings. The first being the shape of the diamond, i.e. round, marquise, pear, princess, emerald, radiant, etc. The term "cut" can also refer to the "make" of the stone. In other words, the proportions, including depth, table percentage, crown height, etc. The term "ideal cut" has come to represent a stone cut within the parameters of a specific mathematical calculation. These stones may not appeal to everyone. To most industry insiders, an ideal cut diamond is the one that is most pleasing in appearance to the customer. |
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| CARAT WEIGHT |
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| This refers to the weight of a diamond. The scale is 100 points = 1 carat. (For example: a half carat = 50 points). Diamonds increase in value as the weight increases. Diamonds are traded on a price per carat basis. The price per carat increases incrementally with the size of the diamond. In other words, the per carat price of a 1.00 carat ct. VS-1/G round brilliant diamond would be less than the per carat price of the same quality diamond in a 2.00 ct. size. |
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| COST |
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| All of the 4 C's listed above are key in determining the market value of diamonds. Wholesalers, importers and cutters of loose diamonds trade in the marketplace daily and work on a high volume, low margin basis. |
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| CERTIFICATION |
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| One of the best tools a consumer can use to guarantee the quality of a diamond, is to buy a diamond that has been graded at an independent gemological laboratory. These laboratories do not trade or sell diamonds, therefore their evaluations are unbiased reports of a stone's clarity, color and cut. The Gemological Institute of America (GIA) is considered the premier lab in the United States and worldwide. The European Gemological Laboratory and the American Gem Society also have excellent reputations in independent gem grading. We utilize all of these labs for grading our inventory. |
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| Now that you've finished your 6 C's mini-lesson, let us help you find the diamond you've always wanted. |
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| Here's our promise to you --- Diamond for Diamond and Dollar for Dollar --- We will not be undersold!! |
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