Buying a diamond is an important emotional and financial investment, so it's essential that you feel confident about what you are buying. Understanding the relevance of a diamond's cut, colour, carat weight and clarity allows you to make a true comparison between diamonds and understand why one may be more valuable than another. We believe in educating our customers to help them make a diamond selection that provides the best possible quality and value for their diamond investment. Before you choose a diamond, the most important thing to do is learn about and understand the 4c's.