Know your diamond basics before you start shopping, to get the best value at the best price

Being able to buy diamonds online is a recent phenomenon. If you are among those who feel the internet is no place to spend a substantial sum of money on what really amounts to an investment, you’ve come to the right place.

The information in this section and on our website is intended to familiarize you with the basic facts about diamonds. As long as you know your diamonds, buying diamonds online is not only safe, but much easier on your pocket than buying at your local jeweler’s.

The first thing you need to know about diamonds is that they should be purchased based on the ‘Four Cs’.

These are:

  • Carat
  • Color
  • Clarity
  • Cut

Each of the Four Cs determines the value of the diamond. Grades are assigned by the Gemological Institute of America (GIA).

Let’s take a brief look at what each of the Four Cs is:


A carat is the unit of weight by which a diamond is measured. One carat equals 200 milligrams, or 0.2 grams.

More about carat weight


Diamonds are graded according to their purity or ‘whiteness’. Colorless diamonds are the most desirable because they allow the most refraction of light – what is called ‘sparkle’. With the exception of ‘fancy’ colored diamonds, the more colorless the stone, the higher it’s grading and value.

More about color


Clarity is a graded scale that measures the amount of imperfections within a diamond. The grade ‘FL’ (flawless) is the uppermost end of the scale, and I3 the lowest.

More about Clarity


The brilliance of a diamond depends largely on the way it is cut. Many claim that cut is, in fact, a diamond’s most important feature.

Cut is very different from the shape of a diamond. Shape refers to the overall appearance of a diamond, such as round, pear, oval, square, rectangular, or heart-shaped diamonds. Cut refers to the facets cut into a diamond that give it the ability to catch and reflect light for that fiery sparkle.

More about Cut

You will also learn about diamond-specific terminology and understand what a diamond certificate (also called a diamond grading report) is, and why it’s so important.

More about Diamond Certificates

Synthetic diamonds – which aren’t the same as zircons – are a relatively new entrant into the diamond market and are a much more affordable alternative to natural diamonds. Bonded diamonds are sold by bonded jewelers, and come with a breakage policy. Find out the basics about these stones to see if they may be a viable option.

Learn more about Synthetic diamonds and Bonded diamonds

Buying diamonds online can indeed save you 40% or more. With your diamond basics covered, you’re all set to start shopping. We wish you a pleasurable shopping experience!

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