Diamond Education
The 4Cs, without the marketing.
Cut, colour, clarity, carat. Four words that drive the entire diamond market — and the only four you really need to understand before buying. Here's what each one actually means for the diamond you'll wear.
Cut — how it sparkles.
The most important of the four. Cut isn't the shape of the diamond — it's the precision of its facets. A well-cut diamond returns light like fireworks; a poorly cut one looks dull, no matter how big or how clear.
Colour — how white it is.
Diamonds are graded from D (colourless) to Z (light yellow). The truth: anything from D through H looks white to the naked eye in a ring. We usually recommend G or H — you save money for size, and no one can tell.
Clarity — how clean it is.
Inclusions are nature's fingerprints in the stone. Graded from Flawless to I3. For 99% of buyers, VS1 or VS2 is the sweet spot: inclusions invisible to the naked eye, but priced significantly below higher grades.
Carat — how big it weighs.
Carat is weight, not size — though the two correlate. Going from 1.9ct to 2.0ct often costs significantly more, but the visible difference is tiny. We help you find "shy" sizes that save thousands without anyone noticing.
If you only have a minute
Which of the four actually matters?
If a diamond is too good in all four, you're overpaying. The trick is to spend on what your eye notices — and save on what it doesn't. Here's our priority order.
Cut
Spend here first. A great cut at 1ct outshines a mediocre cut at 1.5ct, every time.
Carat
What people see first. Aim for "shy" weights — 1.9ct over 2.0ct, 0.9ct over 1.0ct.
Colour
G or H is invisible-to-the-naked-eye white. Pay for D–F only if you genuinely care.
Clarity
VS1 or VS2 is the floor. Anything cleaner is invisible without a 10× loupe.
Choose your shape.
Certification
Trust the paper. Then trust your eye.
Every diamond we sell comes with a certificate from GIA (Gemmological Institute of America) or IGI (International Gemmological Institute) — the two most respected grading laboratories in the world.
The certificate tells you the 4Cs grades and maps the inclusions. What it can't tell you is how the stone actually looks in person. That's why we inspect every shortlisted diamond ourselves — before you commit.
Browse certified diamonds →Loose stone next to GIA report
Common questions
Quick answers to the most-asked.
For everything else, see the full FAQ or speak to us directly.
Still have questions?
Speak to a diamond specialist.
No obligation. Forty-five minutes by phone or video to talk through shape, budget, and what you want the stone to feel like in your hand.