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Diamond Cut Story

Allow me to share a story with you;

A gentleman walks in to a local jewelry store looking to buy a diamond engagement ring for his fiancée. He sees a round wholesale diamond in the showcase that looks absolutely brilliant. The customer goes ahead and purchases the diamond assuming that it will look as stunning on his fiancée's finger as it did in the store. The poor guy gets home and excitedly opens up his package to take another look, and lo and behold; the diamond ring that looked so sparkly in the store now appears completely washed out and opaque. Not only is the diamond not brilliant and fiery but he can actually see what looks like "dirt" in the center of the stone that had definitely not been there in the diamond store.

He has no idea what happened to the diamond, but he knows that he cannot present this wedding ring to his fiancée. So he runs back to the store only to find out that this discounted diamond was part of a wholesale diamond section marked as "final sale" only.

He is now literally stuck with a diamond that is absolutely not what he thought he was getting when he paid for it.

Does this story sound familiar to you?

The question here is; why do so many loose diamonds and diamond jewelry items look absolutely brilliant inside the store, only to appear completely dull and lifeless outside the store?

The answer to this question is actually one of the oldest tricks being used in the diamond and jewelry industry. Diamond outlets and jewelry stores use high powered halogen lights that they strategically position inside the diamond showcases as well as over the countertops. These high intensity lights make all of the loose diamonds, diamond rings, and diamond jewelry look sparkly and brilliant. The unsuspecting customer will buy a loose diamond or diamond ring based on this effect, only to be severely disappointed when it is often too late.

This brings us to the following obvious questions:

Why do many diamonds that are graded with an excellent color and clarity grade still appear completely dull and lifeless when looked at in real life lighting conditions?

Why are there certain diamonds that display an incredible amount of brilliance and fire in ALL lighting conditions, from a jewelry store to a dimly lit restaurant or parking lot, regardless of their color and clarity grade?

How can you as a consumer insure that you are buying a loose diamond or diamond ring that will absolutely explode with brilliance regardless of where you will take it?

The answer to these questions is the focus of this page.

The "Magic" of Cut

Only the cut of a diamond-its depth and width, as well as the size, shape, angle, and positioning of the diamond facets will determine its brilliance.

Of all the characteristics of a diamond that determine its value or rarity, "cut" is the one thing that is entirely manipulated by the diamond cutter and will make the difference between a visually brilliant diamond vs. a diamond with a dulled appearance and poor brilliance.

A diamond can have a perfect color and clarity grade but if it is poorly cut it will look like a piece of cut glass; dull and lifeless.

Conversely, if a loose diamond has been properly cut, it will achieve maximum brilliance regardless of its color and clarity, and will actually look more beautiful and brilliant than a poorly cut diamond of better color and clarity, for less money.

Here is how it works:

Light is constantly entering into the diamond through the table, which is the largest facet of a diamond or gemstone. Once inside, the light will travel within the stone by way of reflecting off of the round brilliant diamond's 58 facets which essentially act as a collection of mirrors. In a perfectly cut diamond the light will then refract and exit back out through the table to the eye in the form of brilliance. A perfectly cut loose diamond is therefore going to be the type of diamond that will display incredible brilliance in any lighting environment as it will essentially generate its own light.

In a diamond of poor cut quality the light will be misdirected when entering and exiting the stone. Instead of the light being refracted back through the table to the eye in the form of brilliance, it will be lost through the sides or escape from the bottom in the form of leakage. A poorly cut loose diamond is therefore going to be the type of diamond that will need to rely on the halogen bulbs of the jewelry stores to make it "appear" brilliant, but will be accurately exposed when removed from the lights as a result of its poor light refraction.

What to look for

There are certain ideal diamond cut parameters as well as results for a diamonds symmetry and polish grades that will yield a round brilliant diamond with maximum beauty and sparkle. On the following pages we will explain to you how the most respected diamond grading labs in the world define these criterion, and why our Ideal round, and princess cut diamonds are prized as being among the most beautiful and perfectly cut diamonds in the world.

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