Diamond Guide

Buying a diamond is a very personal experience. Diamonds can be bought to signify love, significant accomplishments, milestones in your life or that of a gift's recipient. Unlike when you buy clothing, electronics, or cars, the features of a diamond may not seem quite so obvious to you. We would like to change that. The more you know about your diamond jewellery, the more confident you will feel when making your diamond jewellery choices. Take a moment to learn more about the 4Cs and find out how they play an important role in making your diamond jewellery unique.


The shape of the diamond is often confused with the cut. Choose the shape that you like based on your style and you cannot go wrong. 


The cut of a diamond determines its brilliance or sparkle. Each shape will be cut differently. Before a diamond is cut, the location of inclusions and flaws, the natural coloration, and the original shape of the rough stone are studied extensively. The stone facets are then mapped out and cut in a way that maximizes size, shape, and clarity. For optimal light performance, you will want a diamond that is cut neither too shallow nor too deep.


Diamonds are graded based on the amount of colour they do or do not possess. The scale runs from D (colourless) to Z (light yellow). An absolutely colourless diamond is rare and therefore very valuable.

Carat Weight

Diamond carat weight is the weight of the diamond measured in carats. One carat is divided into 100 "points," so that a diamond of 75 points weighs 0.75 carats. Carat weight is the most obvious factor in determining the value of a diamond.


A diamond is distinguished by its natural characteristics, just as a person would be noted for her blue eyes or his brown hair. Notated as a diamond's clarity, these characteristics can be present on the surface (blemishes) or within the stone (inclusions). The clarity is judged by the number and types of these characteristics and is designated using a scale that runs from Fl, defined as flawless, to I3, defined as inclusions visible with the naked eye. A flawless diamond is truly rare.

Diamond FAQs

Diamonds are mined in over 20 countries around the world. In descending order the following countries account for 95% of the world's production. Botswana, Russia, Angola, South Africa, Namibia, Congo (Zaire), Australia. To this list Canada should be added as it is expected it will account for up to 10% of the total world production.

Diamonds were born in the earth billions of years ago. They are one of natures miracles formed under extreme heat and pressure in circumstances that can never be repeated whilst we live on this planet.

Diamonds are very difficult to find and also to mine. The millions of dollars that go into exploration and then only a small percentage are gem quality determine the obvious answer that not only are they are rare but command an appropriate price.

The round brilliant cut maximises the balance between life of the diamond stone (brilliance) and fire (dispersion). The reasoning for this is that the 58 facet arrangement when cut to specific proportions allows total internal reflection of light.

Many people confuse cut with the shape of a diamond. Most diamonds are cut round with a full 58 facets, and a good cut, or make, has more scintillation, more sparkle. The shape of the diamond, however, is largely a matter of personal preference and does not directly affect the value. It is the work of a master cutter that allows the diamond to be cut in such a way as to permit the maximum amount of light to be reflected through the diamond, and that's a great reflection on you. It is the cut that enables a diamond to make the best use of light.

Your jewellery is one of your most valuable possessions - it deserves a little care and attention to keep it looking perfect.

A clean diamond not only reflects light better, but looks bigger than one that's been dulled by skin oils, cosmetics, dust and dirt. Diamonds have an affinity for grease and should be cleaned regularly to keep them looking their brightest.

Do ensure your jewellery is the last item you put on and first item you take off. Do store your jewellery in separate compartments of a jewellery box or roll, as diamonds can scratch each other as well as your other jewellery.