Advice · Diamonds

Diamonds, without the overwhelm

You don’t need to become a diamond expert, that’s our job. But if you like to understand what you’re buying, these guides give you the honest version of each of the 4Cs and what actually matters on the hand.

• How to choose a diamond

  How to choose a diamond, in plain English: which of the 4Cs actually matter, where you can safely save, and why seeing stones side by side beats any certificate.

• Diamond cut

  Diamond cut explained: why cut is the most important of the 4Cs, how it controls brilliance and fire, and what to look for beyond the grade on the certificate.

• Diamond colour

  Diamond colour explained: what the D-to-Z scale really looks like on the hand, where the smart money sits, and how metal colour changes what you can safely choose.

• Diamond clarity

  Diamond clarity explained: what inclusions actually matter, what "eye-clean" means, and why chasing flawless grades is usually money you’ll never see.

• Diamond carat

  Diamond carat explained: weight versus visible size, why cut changes how big a stone looks, and how to buy smart around the popular weight thresholds.

• Diamond shapes

  Diamond shapes guide: round brilliant, oval, cushion, emerald, princess, pear and more, how each shape wears, sparkles and prices, explained honestly.

• Diamond certification

  Diamond certificates explained: what GIA and other lab reports actually tell you, what they can’t, and how to read one without being misled.