Our 6th C, Compare, builds on the notion of buying the diamond, not the certificate. The best way we can explain this to you, is by showing you in person. While one stone can be deemed greater in gemmological terms, it might be missing that sparkle or presence that a deemed lower grade stone might possess. And no amount of high definition diamond photography online or 360 degree scrolling ability can substitute comparing diamonds in-person.

The most important part about comparing is putting aside all of the other Cs, for just a moment.

At this point, we will have handpicked a selection of three to four stones for you to compare – taking account of your budget and stone preferences (cut, colour, clarity and carat weight). Like flowers, diamonds are nature’s creation. And like flowers, you can’t describe diamonds with numbers and letters. When you have several diamonds in front of you, side-by-side, you will find that one is distinctly more appealing than the others. Even though they may have the same rating on paper, there is an innate fascinating element of mystery that cannot be defined. You’ll know when you see it.

If you are still unable to select one of the stones in front of you, we recommend you pick the best price point.

You’ll only understand the importance of comparing, once you’ve compared in-person.