Don’t buy the certificate, buy the diamond

Although some stores try to sway you with wordy information about how important diamond grading is, you should never buy a diamond based strictly on its grading certificate. The gemological grades on the certificate should be used as a loose guideline, not scientific facts. Unfortunately, you may notice in your shopping that diamonds are frequently sold based on the wording on their certificate, not how the diamonds actually looks. Every chain and corporate jeweler knows this and they’ll only carry diamonds based on how big of a profit margin they can get based on the gem’s certificate grade, even when that’s not the best way to truly compare diamonds.

We are different! Our diamonds are hand selected using a process that goes far beyond the 4 C’s. We won’t carry diamonds that we don’t personally love just to maximize profit margins or to create situations where we can use our expertise against you. We purchase our diamonds for maximizing the diamond’s beauty and we are happy to educate you on how to help choose the right diamond for your needs, not the right diamond for ours.

While we understand that many shoppers like to compare diamonds, we recommend to never choose a diamond based solely on the grading certificate. This is because the gemological grades on diamond and gemstone certificates are varied based on the opinion of the gemologist who is doing the grading. This makes the grading process and information not scientific enough to be the only standard used when making your choice. Two diamonds with the same grade can have prices that vary by as much as 40% and they can look quite different in their setting. You don’t have to believe us, a quick search on the website of the main retailers selling online will list a variety of diamonds, all with nearly identical specifications but wildly different pricing from least to most expensive.

For example, some SI2 clarity diamonds are much better than others, even though the grade is the same on their certificates. Why? If you were to examine both diamonds in person, you would see that the type of inclusion (white feather vs black pique) varies, as does the location of the inclusion (middle of table, or off to the side). These differences may seem small, but they will affect a diamond’s light performance, and its value. We consider these details – and more – when we decide which diamonds are good enough to be brought into our store. We never ever choose anything that wouldn’t be good enough for us, because we know it wouldn’t be good enough for you.

We have never bought a diamond without analyzing it in person. We are fervent about the diamonds we select for our customers. With 25+ years of international buying experience and with access to all of the tools, technology, and knowledge to assess diamonds from a distance, we continue to hold to our standard of only buying a diamond after examining it in person. We tirelessly search for the absolute best Clarity within a Clarity grade and the same standards are applied for Color and for Cut. Guaranteed. And that’s why we can offer an industry leading diamond trade-in policy.

In our 25+ years of diamond buying experience, we have never bought a diamond
without analyzing it in person – so why would you?