A Diamond Is Forever

• Only diamonds have the power to turn heads

• A diamond ring adds beauty to the hand

• Earrings can illuminate a face

• That's because every diamond has its own unique character and together they sparkle in thousands of ways, dazzling everyone around them.

• There is nothing as precious as a diamond

You may wonder why two diamonds that at a glance look similar have different values? That's because each diamond has it's own personality, reflected through it's brilliance, sparkle and quality; each diamond has it's own characteristics.

So how do you tell the quality of something as special as a diamond? The worlds experts on diamonds have made it easy: they have identified the four characteristics which determine the rarity and therefore value of any diamond. See Certified Diamonds

These are the 4 C's

• Carat

• Clarity

• Colour

• Cut 

Carat Weight: One Carat weighs 0.2 grams, (This is different than carat of Gold which measures Gold's purity). One carat is divided into 100 points. So a diamond of 0.75 carat is 75 points.
Clarity: Most diamonds contain very tiny inclusions that make each diamond unique - just like nature's fingerprints. The fewer the inclusions the rarer, and the more valuable the diamond.
Colour: Diamonds come in a range of natural colours, from totally colourless (or 'white' - amongst the most rare and valuable - to those with a tint of colour, with a range of shadings in between.
Cut: Of all the 4c's cut is the one most directly influenced by man. When cut to good proportions, a diamond is better able to handle light, creating more brilliance and more sparkle, and it therefore commands a higher value.