diaWhy Buy a Diamond?

The beauty and brilliance of a diamond surpasses that of all other gemstones. The absolute hardness and near indestructible nature of a diamond ensures quality and value that can last through a lifetime and be passed on for generations. Many of our customers have asked us if they should purchase a diamond “as an investment.” Our reply is yes, but not for financial gain. Purchasing a fine diamond is an investment in the future and your relationship. Why? Because women love diamonds. Nothing makes a more personal and special gift for the woman in your life than a fine diamond. Many of our customers purchase a larger diamond later in life, and make a gift of their original engagement ring to a daughter or son. Others inherit diamond jewelry with multiple stones, enabling them to design new custom pieces, or provide engagement rings for their children.

Choosing a Diamond

The two most important factors in making a diamond purchase are usually price and appearance. Remember this: the size of a diamond has absolutely nothing to do with how much you love your fiance. Buy the best diamond you can find in your price range and she’ll love it.


You may not believe this, but there are few bargains to be found in diamond pricing. The wholesale cost of diamonds is fairly consistent across the board for all retailers. Volume retailers, like department stores or chain jewelry stores, rely on marketing huge quantities of lower quality diamonds at a high markup. Your best bet for purchasing a really fine diamond is with a custom jeweler, one whose income is not dependent on markup, but on design and goldsmithing. Jewelers who set each stone individually, by hand, tend to be a lot pickier about the stones we select than volume outlets are.

These are some things to watch out for in diamonds with suspiciously low advertised prices

  • Diamonds that are brown or yellow. Look at the stone in different light sources. If the stone is loose, view it in a crease of white paper.
  • Poorly cut diamonds. Ask to look at the stone with magnification. Diamonds are often cut either too deep or too shallow. The girdle of the stone may be overly thick or, conversely, as thin as a knife edge, compromising its durability. Make sure to compare several stones in the same location. Even “ideal cut” diamonds vary quite a bit in make. When the proportions of a diamond fall within certain parameters, there is a better chance that the correct balance will be achieved, resulting in a truly brilliant stone. Educate your eye. If one diamond has incredible brilliance and flash to your eye, look at others and then come back to it. Chances are you’ve found a good stone.
  • Badly flawed diamonds. Badly flawed or heavily included diamonds are a great deal more fragile than solid stones and may not last. Too many internal inclusions can also compromise the brilliance, dispersion, and scintillation of a diamond. Again, ask your retailer for a loupe (eyepiece) or microscope, and examine the stone carefully.
  • Clarity enhancement. This is rare. Diamond retailers are required by law to disclose any artificial treatment of diamonds they sell. Diamonds that have flaws or fissures that come to the surface of the stone can be filled with a glassy substance to improve the appearance of the stone. The problem with clarity enhanced diamonds is the glassy filler can be accidentally damaged by heat or ultrasonic cleaners, negating the treatment. Most custom jewelers avoid clarity enhanced diamonds altogether. If you have any doubt about the diamonds you are looking at, be sure to ask. There are no clarity enhanced diamonds at River Jewelry.

Certified Stones

Many retailers sell diamonds with a certificate of authenticity from a laboratory, describing the diamond’s color, clarity, and cut. “Certed” stones are usually over one half carat in weight. The most reliable certificates are from GIA, AGS, and EGL. If you are looking at a diamond with a certificate from any other laboratory, be careful! Examine the stone carefully with a loupe or microscope, and ask to compare it with diamonds with certificates from GIA or AGS. Standards can vary.

The best way to learn about diamonds is to come into our store. We can explain how diamonds are graded for color, clarity, and cut, and illustrate with a variety of certified stones at the counter. You can learn a lot in fifteen or twenty minutes.