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The A to Z of Diamonds & Diamond Jewellery

Updated: Jan 27, 2023


When it comes to the letters of the alphabet then We Love Diamonds already have you fully covered with our stunning range of diamond initial rings and initial pendants - you can see them all in our webshop here. What we also wanted to do was create a blog article which highlights what We Love Diamonds feel are our own most important 26 letters in the alphabet when it comes to diamonds and diamond jewellery. We've thus created our own A to Z of Diamonds and Diamond Jewellery... If you really want to learn more about what a natural diamond even is, please check out the resource page we've put together on this which we find fascinating. See it here. A is for Authentic... Natural diamonds are as authentic as it gets and we believe this is of vital importance to you as a consumer. All our diamonds are GIA Graded, are always presented on UK Hallmarked and solid precious metals (they never any metal plating) and all of the diamonds in our diamond jewellery are always real, natural, authentic diamonds with ethical provenance assured. This means that we never use or sell lab diamonds (which are just fake, artificial diamonds made in labs, usually in China, in a matter of a few weeks) as they are not authentic whatsoever and literally have zero future sale value. Nor do we ever offer/use any "clarity enhanced diamonds" like many of our high street and online competitors do (which involves dubious techniques like filling surface cracks with glass or artificially recolouring diamonds). We do not sell or use plated jewellery either since it is practically worthless. B is for Brilliance... Optically, in terms of what makes a truly special, sparkling diamond then the words brilliance and fire top the list.

When we talk about a diamonds "fire", this relates to white light going into the diamond and then coming out across the spectrum of different colours, just like a prism. When we see this array of colours in a diamond this is what we refer to as its fire. By design, some diamond cuts display more fire than others do. Emerald cut diamonds have a lot more fire but they are not as brilliant, for example, as a brilliant round cut diamond which usually has a lot more brilliance (but less fire). In terms of a diamonds brilliance then its sparkle actually comes from a unique combination of white and coloured flashes. These coloured flashes are the direct consequence of light refraction since the light is dispersed/split by the diamond into the spectrum of light as it travels through it and the light bends. This light strikes surfaces within the diamond and causes part of the light to then be reflected back. Different shapes and sizes of diamonds affect the way that light passes through them and, generally, the better the diamond then the more light will be internally reflected. The poorer quality the diamond in terms of things like its clarity or the poorer the diamonds cut then the more the diamond will leak light through its pavilion which then causes its brightness to be lost or at least markedly diminished. The sparkle that you see from a diamond, particularly when you are looking at it in motion, is a result of the light passing back through to your eye through the diamonds table facet. This effect is what we call a diamonds brilliance and is, largely, what creates the foundations for a diamonds sparkle. We intentionally used the word "foundation" in the sentence above since there are also several other factors involved for a diamond to be truly appealing which all work in combination - such as its contrast and scintillation. Even its fluorescence plays a role (about 25% of diamonds exhibit a degree of fluorescence and the intensity of that is graded from weak to very strong). The cut of a diamond should showcase enough contrast within the structure of the diamond to create the optical effect of the diamonds facets "blinking" when they move. The diamonds sparkling effect is what we refer to as its scintillation. This is what helps a diamond to appear brilliant. You can read our full diamond buying guide here which explains diamonds for you in great detail.

C is for Cut, Colour, Clarity & Carat... You'll have heard the term "The 4 C's" when it comes to diamonds and this is largely how we discriminate between one diamond and another. Again, this is all covered in our diamond buying guide here which really drills down on what these 4 C's are and even how to play one off against another to find the right diamond for your budget. We actually focus on another C too which is Certification (we provide official certification for free with all purchases). In terms of cut then the better the cut the better the diamond will direct light through its crown. If it has a depth which is too deep or too shallow then in line with the simple physics described in the previous point, light can escape through the sides or the bottom of the diamond. Although there are some niche variations, the three main styles of diamond facet cutting are Brilliant Cuts (consisting of triangular facets which expand outwards from a diamonds centre and which give off the most scintillation of any diamond cut), Step Cuts (consisting of rectangular facets that ascend the crown and descend the pavilion in steps and which really show off a stone’s colour and clarity) and then Mixed Cuts (which blend the styles of brilliant cuts and step cuts and will either have step facets on the diamonds pavilion or vice versa). When it comes to colour then the GIA colour grading scale starts at D for the highest colour quality. Most diamond jewellery uses diamonds between the grades of colourless (D to F) to near-colourless (G to J). The greater the presence of colour in a diamond the higher the corresponding letter will be. The colour grading is done by comparing the diamond to stones of a known colour under precise lighting and controlled viewing conditions. With white diamonds, the less colour in the diamond the more valuable, radiant and rare it is. Where there is some slight colouring in a white diamond then the less natural light colour will be reflected back to the naked eye. Heavier yellow tints are not as desirable as colourless or near colourless diamonds are. Fluorescence/luminescence, if present, also play a part here. Ultimately, the smaller the diamond then, usually, the less the importance of colour actually becomes on the great scale of things Moving on to clarity then diamond clarity is a qualitative measurement of the purity and rarity of a diamond. Flawless diamonds are of course much rarer than an "included diamond". A superfluity of factors (including the size, nature, number, location and noticeability of any imperfections) are taken into account when grading the clarity of a diamond. Diamonds are graded flawless (FL) when there are no inclusions/internal flaws and no blemishes/external imperfections when inspected under heavy magnification. A diamond at the other end of the scale - one with a poor clarity grade - will have multiple inclusions and this will affect its sparkle since these inclusions will limit the diamonds potential to refract and return light. The lower the clarity of a diamond then the more cloudy it will appear although the smaller the carat size the less obvious this will be. We often talk about "eye cleanliness", especially in this area, since most inclusions are not visible to the naked eye anyway and can usually only be seen under heavy magnification. Finally, we measure diamond size in carats. The carat indicates the diamonds weight (not its size). The heavier a diamond is the larger the carat is. A 1.0 carat diamond weighs 0.2 grams and will be divided into 100 points. A 0.25 carat diamond will thus have 25 points. Its dimensions will vary based on the actual shape and cut of the diamond. We Love Diamonds only ever pick diamond cuts which optimise the stunning beauty of any given diamond and we do not just fixate on their weight because bigger isn’t always better. The value, beauty and appeal of any diamond is a combination of all the areas we’ve covered above plus other factors. While a diamonds carat weight indeed has a significant impact on its ultimate value - and also its jaw drop factor - its cut, colour, clarity and many other factors also play an important role.

D is for De Beers...

De Beers have been the dominant diamond mining and diamond sales company since 1888 and they have more-or-less enjoyed a global monopoly throughout this period. One can't talk about diamonds in general without thinking of De Beers, similar to how one can't talk about the internet without thinking of Google for example. De Beers recently stated that diamond supply has peaked. and claim there are just 20 to 50 years of stable supply remaining (unless major new diamond mines are discovered). This will indicate that it’s highly probable the diamond price per carat will continue to spiral upwards for natural diamonds. That's a great thing for you the consumer... E is for Engagement Ring...

It's practically de rigueur that if you plan to get engaged then you'll probably want an authentic diamond engagement ring. This is why we find it incredulous to ever even consider buying a fake, artificial diamond for an engagement ring because there's quite literally nothing rare, romantic or even remotely distinctive about an artificially and mass-produced lab-grown diamond. Could you ever picture yourself proposing to your future life partner with a fake ring? It's really not a good look is it? As you can see in the ring collection on our webshop here, We Love Diamonds offer a very wide range of stunning authentic diamond engagement rings to suit all budgets and our trade pricing means we've bridged the gap financially between real, authentic natural diamonds and the fake alternatives. You can read a great blog here that we did recently on the top 10 trends for engagement rings in 2023. F is for Fancy...

Separate to white diamonds, there are rare fancy colour diamonds such as pink diamonds, yellow diamonds and blue diamonds which use a different scale based on the intensity of their colour. This alternative grading to the usual GIA colours ranges from faint to fancy deep/fancy vivid. We can acquire these diamonds for you, with ease, at below market rates and can include them as part of your brief either for a bespoke, made-to-order piece of diamond jewellery or as part of your brief for the purchase of our confidential loose cut investment diamond packages (contact us to learn more). G is for GIA... The G.I.A is the Gemmological Institute of America which is the world's leading authority on diamonds and indeed other gemstones. Although there are other lesser bodies, the GIA is the dominant market-leader for diamond and gem certification and they are who we rely on for all our own diamond grading. All diamonds sold by We Love Diamonds have been GIA graded. H is for High Street... We think you should choose a jeweller the same as you would choose a plastic surgeon, a builder or anything else essential - very carefully. While there are some basic "touchy-feely" benefits of buying diamond jewellery on the high street (given how you can see, touch and feel the jewellery in person), the fact is that most high street jewellers are merely shopkeepers and often know little or nothing about diamonds and diamond jewellery. They will however tend to know a lot about margin and commission (and that will not be a margin that's in your favour). We appreciate that there is an unspoken element of a "leap of faith" buying diamonds and diamond jewellery online. Sadly this is because there are many online retailers who are no better than the high street profiteers. This is why we have worked hard to disrupt the whole industry and offer a wide range of value-adds into our unique service to make your shopping experience as seamless as possible and indeed much better than shopping on the high street. Not only do we offer the best prices - typically a fraction of the price of high street retailers and other online providers for the same like-for-like diamonds and diamond jewellery - but we endeavour to make things easy and transparent for you. This includes important things like a range of robust guarantees, free global delivery, free appraisals and valuation certificates, free re-sizing and even simple things like only positioning actual photographs and videos of our diamonds and diamond jewellery and not CGI, artificial renders of our diamond jewellery. You can learn a lot more about this in the Why Choose Us section of our website here and even in our very transparent terms and conditions of business here. I is for Investment...

There are many pragmatic and smart reasons why people buy loose cut diamonds as an investment not least the fact that they are a tangible, appreciating and highly mobile investment asset. This is all something that we absolutely specialise in as a business with a full range of packages available for any budget. You can read our full guide here about loose cut investment diamonds and we guarantee a completely confidential service in this area. Please contact us to learn more. J is for Jewellery...

Diamonds are not always made into jewellery and, vice versa, jewellery does not always feature diamonds. We actually do both - we sell luxury diamond jewellery at below market rates plus we offer loose cut investment diamonds. Diamond jewellery represents the overwhelming volume of diamond demand and it's a simple fact that diamonds are by far the largest part of the entire worldwide jewellery market by financial value. Elizabeth Taylor said, "jewellery has the power to be the one little thing that makes you feel unique”, Mae West said “I never worry about diets - the only carrots that interest me are the number you get in a diamond” and Marilyn Monroe claimed "diamonds are a girl’s best friend”. Our own favourite quote though is one of our own which is "without you they're just diamonds"... K is for Kimberley Process... The Kimberley Process is an international agreement that we complete support and fully adhere to and is an international certification scheme which rigorously regulates the trade in rough diamonds. The aims of The Kimberley Process is to entirely prevent the flow of conflict diamonds, typically rough diamonds .We Love Diamonds is a highly ethical business that does not buy, use, sell or condone conflict diamonds. Ever. This includes Russian diamonds and we do not use them. L is for Lab Diamonds... We're not scared of saying openly that lab diamonds are a complete con. Lab diamonds are fake diamonds which are artificially made in a matter of weeks, usually in Chinese labs. They're not even labs as the word suggests, they're actually giant, coal energy consuming, industrial factories. These artificial diamonds are intrinsically worthless and literally have zero resale value. Sorry if you're the unfortunate owner of one them but in our industry they are very simply a bad joke. And sadly that joke is on you. You can read our full expose on why they are a complete con here. Whether you buy diamond jewellery from us or not, please just say no to fake, lab-made diamonds. They're at best the Emperor's New Clothes and you're really better off just buying fake cubic zirconia imitation diamonds because, while they're no less fake, they're far, far cheaper. M is for Mark-Up...

The simple equations previously covered in our "why you are being ripped off by high street jewellers" blog here are that the average high-street jeweller (mostly shopkeepers and not actually jewellers) add 5 to 10 times mark-up to all their diamond jewellery and sometimes much more. The average online diamond retailer marks their goods up by 3 to 5 times their value and often much more again. We Love Diamonds typically only add a mark-up of just 1 times the lowest trade value of all our goods. Trust us - that's unique! Why does this make such a huge difference? Well, since the trade value we enjoy is usuallyup to 40% less than what our competitors do anyway, we effectively sell our goods at prices that are actually very close to what our competitors buy their own goods for wholesale in the first place! This is why we are completely disrupting the entire diamond jewellery market. We're not doing this because we are insane; it's actually a considered and calculated strategy on our behalf because we believe that by giving you incredibly low and highly competitive prices (plus a whole raft of added-value) that you'll keep coming back to us again and again. In doing so, we hope to profit from in the long-term in terms of your repeat business, recommendations and customer loyalty. Most of our high street or online peers simply don't care about that as they want to immediately hit you for everything you have upfront because, to be frank, they generally don't expect to ever see you again. That's not right and it's certainly not our style either as people or as a globally respected business. We want to be the paradigm shift in this industry. Why pay over the odds? N is for Natural...

Without wishing to repeat ourselves, natural diamonds take up to 3 billion years old to form up to 500 miles deep in the Earth’s mantle You can learn much more about that here. They are all one-of-a-kind, eternal items with immeasurable beauty. Being carbon based, they are are quite literally made in the stars and are natures gift to us all. Fake, lab-made, artificial diamonds take just a few weeks to create in a Chinese "lab" (lab being pseudo-speak for a coal-fired mega-factory). Let's have it right. Lab diamonds are fake diamonds. While you may be persuaded to buy a cheap imitation Louis Vuitton handbag you know full well it isn’t an investment and you'll always know it's fake. Others know it’s fake too and the simple and obvious fact is that no how good an imitation it is or how you much you paid for it - you cannot ever sell it on as a genuine Louis Vuitton handbag because it's just not. It's intrinsically worthless. The costs to even buy lab diamonds are plummeting every day because they're being absolutely churned out and the cost to manufacture them is dramatically decreasing all the time. Don't be conned - whoever you buy a diamond from, insist on an authentic, natural diamond otherwise what's the point? If you want a Lamborghini then go buy a Lamborghini - don't buy a Robin Reliant that's been artificially manipulated to look like one, especially when the below market value pricing for all our natural diamond jewellery is actually more-or-less equivalent or even better when compared to the cost of factory made Chinese fakes! Read our blog here to learn all the reasons why real is rare and why lab-made diamonds therefore are a complete con. O is for Origin... As already covered in our blog piece here about Russian Diamonds, we know the precise origin of all our diamonds. We've already stated how we simply won't entertain any conflict diamonds and we'd like to now clearly state once again that, unlike many others in our industry (to their shame), we are the first and only major loose cut diamond and diamond jewellery retailer in Europe to openly declare that We Love Diamonds do not and absolutely will not knowingly be using any Russian diamonds for the foreseeable future. This is despite the fact that Russia mines and cuts a huge percentage of the world's diamonds. We commit to shoulder that additional cost so that you don't have to. The provenance and grading of all our authentic, natural diamonds is of primary concern of We Love Diamonds and this is something we are very diligent about. P is for Plated Jewellery... Let us be crystal clear. We don't and we won't ever sell plated jewellery (outside of plating what is already solid gold with Rhodium to create white gold). We don't even sell silver jewellery (not because we don't like it, it is just that it has so little value at current rates). Gold plating is literally like putting lipstick on a pig. We absolutely do not sell gold plated jewellery ever and we severely question the motivations of all those many providers online and on the high street who do. While it may look pretty/legit to the untrained eye (and perhaps good for in the moment 'casual' jewellery) we know that passing off inferior gold/silver plated items of jewellery as being any kind of good investment (let alone any kind of good value purchase) is simply wrong and grossly misleading. There's so little gold in plated jewellery that it shouldn't even be allowed to use the word gold to start with. 24 carat gold is pure gold which contains no other metals. Diametrically, you'll be absolutely shocked to learn that a gold plated piece of jewellery typically has less than 0.05% of it's overall weight comprised of actual gold. That's just 1 piece of actual gold for every 2,000 parts of other random worthless stuff! Gold plating tarnishes easily, it wears off quickly and it can't stand up to wear, water or heat over time. It's utterly false economy and there is absolutely no return on investment potential. Please don't waste your money on plated jewellery whoever you buy it from! Q is for Quality... Quality is important in a diamond as it is in everything else you buy or own. So that you can fully understand all the elements that make up a quality diamond (and we only sell quality diamonds), we've put together a completely free guide to diamonds for you here. We absolutely stand by the quality of all our diamonds and diamond jewellery. And we only sell them at trade prices. R is for Russia...

As we've already covered both in this blog piece and also in our piece here about Russian diamonds, we are the first and only major loose cut diamond and diamond jewellery retailer in Europe to openly declare that we do not and absolutely will not be using any Russian diamonds. Period. It's just the right thing to do. Furthermore, we will not be pursuing the tactics of many of the various branded competitors who are, not just by our assessment but those of many others, proactively circumventing sanctions and basic ethics (with sanctions specifically designed to halt the flow of Russian gems to the west) by getting their exported diamonds simply reclassified in dubious territories like India. While the fact diamond supply is diminished/precluded by this which may indeed affect us commercially; we will simply not allow it to affect you the client. For us, this is just responsible and good business. We are against fake lab-diamonds, we're against conflict diamonds, we loathe worthless plated jewellery and so we're certainly against endorsing or even using Russian diamonds during the current geo-political situation. We do really hope things change for the better on a humanitarian level and we're proud of our market leading and first mover stance because it helps us sleep soundly at night. S is for Shape... You can learn a lot more about diamond shapes in our expert free guide here but the shape of a diamond shape is the geometric appearance of it. Cut diamond shapes fall into two classes which are (i) Round Diamonds/Round Brilliant Cuts and then (ii) Fancy Shape Diamonds. Round Diamonds are the quintessentially classic diamond shape. Next you have Fancy Shape Diamonds which essentially encompass every other shape outside of round brilliant cut diamonds. It's widely accepted that there are 12 classic diamond shapes which are Asscher Diamond, Baguette Diamond, Cushion Diamond, Emerald Diamond, Heart Diamond, Marquise Diamond, Oval Diamond, Pear Diamond, Princess Diamond, Radiant Diamond, Round Diamond and Trillion Diamond. Next there are other rare types of diamond cuts/shapes which are usually called 'branded diamond cuts' as they are frequently unique and patented to a brand like Tiffany & Co. These rare cuts are often just variations to the 12 classic cuts above and include Asprey Cut, Eighty-Eight Cut, Ashoka Cut, Jubilee Cut, Crisscut, Lily Cut and Bead Cut. Many of these rare diamond cuts require a particular stone in terms of its carat weight, colour and clarity. Diamond shapes often dictate the required setting. For example, a trillion cut diamond is asymmetrical and requires a special, secure setting. Some shapes are illusory too i.e. a 1.0 carat marquise cut diamond will present larger to the eye than a 1.0 carat round brilliant cut diamond will because it is longer and the optical effect is such that it will appear larger (especially on long, slim fingers).


T is for Total Crap...

Excuse the language but these aren't even our own words. They were actually the precise words used by the high street jewellery baron Gerald Ratner to describe his own products and, in doing so, he subsequently caused the share price of Ratners to absolutely collapse by about £500 million. We didn't disagree. Ratners is a trademark of Signet PLC who claim to be the world's largest retailer of diamond jewellery. They are the owners of high street retailers like H.Samuel and Ernest Jones and the owner of online providers like Diamonds Direct etc. Draw your own conclusions whether they still sell what Ratner called "total crap"... U is for Unique...


Authentic, natural diamonds are, by simple physics and chemistry alone, always that - absolutely unique. This is precisely why they are just so appealing and so intrinsically valuable and desirable. While We Love Diamonds may sell diamond a broad collection of diamond jewellery (i.e. where we have multiple items of the same piece/design of diamond jewellery), you can rest assured that even then; every piece is actually completely unique since no two natural and authentic diamonds are ever the same. This is an integral part of their intrinsic beauty and value. Naturally, a lot of our diamond jewellery is bespoke, hand-made and are one-of-a-kind that pieces that really are unique in every way. You can see our latest collection of all latest bespoke diamond jewellery here. V is for Valuation...

All our diamonds and luxury diamond jewellery comes with a free valuation certificate within your luxury packaging. The personalised insurance valuation we provide you with comes on a free, luxury, 2GB USB Memory Stick along with your warranty and various other important information. Because we sell all of our diamonds and diamond jewellery at trade rates and not retail rates, the amount on your valuation is always the true RRP amount and will thus not necessarily be the (lower) amount you paid with all the big savings. W is for White Gold... To once again be clear, we never use or sell plated only jewellery since it is effectively worthless. 24 carat gold is pure gold which contains no other metals. That however is usually too soft for use with most jewellery which is why we often use 18 carat gold instead which contains 75% gold (with the rest being comprised of other precious metals like copper or silver). We Love Diamonds also use 14 carat gold or 9 carat gold (and other precious metals like platinum) depending on the piece and what kind of design, strength and durability is needed. You'll probably be shocked to learn that a gold plated piece of jewellery usually has less than 0.05% of it's overall weight comprised of actual gold. That's just 1 piece of gold for every 2,000 parts of other stuff! Ultimately, gold plating tarnishes easily, it wears off quickly and it can't stand up to wear, water or heat over time. It's utterly false economy with no return on investment potential. Although we offer much of our luxury diamond jewellery in yellow gold or even rose gold; the current market trend is towards white gold and platinum. Unlike gold, platinum is naturally white and bright. White gold is almost always plated with a very thin layer of rhodium which is a bright, hard and white member of the platinum family which doesn't tarnish or discolour and is very difficult to scratch. White gold and platinum are also both hypoallergenic. Selecting a piece of diamond jewellery based on the metal and carat used is actually an important consideration for you in terms of the pieces durability and there are pros and cons. Platinum is not as hard as 14 carat white gold for example but it can scratch more easily. However, when white gold is scratched, some of the gold can potentially leave the surface and be lost. Although Platinum can still scratch, it takes a lot more effort to do so and it will always keep its metal and simply create a 'patina' which can easily be polished by us to restore its beautiful shine. Platinum is perfect for setting diamonds because it’s extremely difficult to bend and is thus ideal for highly detailed design work and incredibly strong yet delicate claws. On the other hand, white gold may often be the more affordable metal choice for your diamond jewellery since, depending on the carat, it is usually less expensive than solid platinum. If you have any questions in this area then always feel free to just speak to one of our expert diamond jewellery team on 0800 987 7100 for friendly advice and direction. We're here to help you get the best piece for your needs and budget.

X is for X-Ray Testing Sadly, we're increasingly being presented with diamonds from customers which are just lab-grown diamonds and are both worthless and often difficult to work with or repair (because of things like glass content and the many other dubious methods which are used to make them appear more diamond-like). These artificial factory diamonds can be very hard for the untrained eye to differentiate from natural diamonds which is why we've invested heavily in specialist equipment to be able to tell, unequivocally, whether a diamond is indeed a natural diamond or just a fake lab-diamond (or even something like an artificial cubic zirconia diamond or moissanite). Unfortunately, we have had to implement this technology because there are unscrupulous criminals out there who attempt to purchase real diamonds, replace the diamond with a lab-diamond upon receipt and then attempt to return the item to the vendor for a refund. Rest assured that this trick simply doesn't work with We Love Diamonds and anyone who attempts to do so will be pursed civilly and criminally. And yes, we do have the latest and most state-of-the-art technology to be able to identify a lab diamond with 100% accuracy each and every time...

Contrary to popular opinion, diamonds do usually show up on X-ray images. However, since natural diamonds are made of pure carbon, they only cast a very weak X-ray shadow and only then under the right type of x-ray equipment. Synthetic / fake / artificial / lab-diamonds are more likely to stand out like a sore thumb and so x-ray testing is often used in combination with a variety of other precise scientific methods to allow us to determine whether a diamond is a real and natural example or just a factory-made fake imitation. Notionally, there are a couple of quick methods you can perform yourself. The easiest is to just ask for the certification which, by law, insists that the diamond is marked as being lab-created. Next is a simple fog test which is easy as long as you also have a real diamond to use as a comparison. Just hold the two stones in front of your mouth and fog them - just like you would on your bathroom mirror. The real diamond will disperse the heat immediately whereas the fake will usually stay fogged for several seconds longer. Since most lab-diamond vendors have to advertise and display their goods as being lab diamonds then your best and easiest bet is to just immediately click elsewhere when you see the words lab diamond mentioned. Save yourself a world of pain!

Y is for Yellow...

Diamonds often contain nitrogen in their carbon crystal structure which can give them a slightly yellow tinge. We use the GIA diamond colour grading scale which begins at D (which means it is totally colourless) and ends at Z. Even with our smallest diamonds, the absolute minimum colour/clarity of the diamonds we use in any of our diamond jewellery is always at least G colour or better and SI1 clarity or better, always with excellent "eye-cleanliness". When there is a very large amount of nitrogen present within the stone then it typically becomes what's known as a fancy coloured diamond and fancy yellow diamonds (along with pink diamonds, blue diamonds etc.) are highly sought after and rare items. You can learn much more about this topic in our expert diamond buying guide here and if you want fancy colour diamonds like a yellow diamond as part of your loose cut investment stone purchase here then just let us know. Z is for Zirconia... Zirconia refers to Cubic Zirconia which has long been the most popular type of imitation diamond. Our opinion is that if you want an imitation diamond then you're actually better off buying a Cubic Zirconia diamond because the fact is that it is as equally worthless as a lab-diamond but it will at least cost you a lot, lot less! Hopefully, our below market value trade pricing helps dramatically close the affordability gap between you having to choose between the real deal or an imitation in the first place - check out our webstore here and see for yourself (and remember that with many purchases you can spread your payments interest free at checkout with Clearpay, Klarna or PayPal - learn more about that here).

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