Do you want a certified 1.00ct D SI1 brilliant cut for $7 000 or $4 000?   Your choice, buy a ‘dog’ if you wish.

To price a diamond today is everybody’s nightmare. Blame it on technology, the internet, business acumen, or whatever. In the past, the 4 Cs were enough. Not anymore.

In recent years, the internet provided diamond price lists and information how to use them, which destroyed the mystery of diamond pricing and enabled the buying public to calculate a price per carat based on the 4 Cs and compare offers on the internet with retail stores. Only the best priced certified diamonds found buyers and retailers had to lower their margins to make a sale. When diamond cutters and wholesalers started to sell online to the public, they competed directly with retailers, their traditional clients, who then refused to buy from those competing with them. The traditional supply chain – from cutting works to wholesaler to retailer – became unstuck.

The international diamond trade, to restore mystery in the pricing of diamonds and to make it difficult for the public to compare prices, thus introduced, on top of the 4Cs, new factors to influence diamond pricing.

                       NEW  PRICING  FACTORS
            Today, the 4Cs plus the following factors, determine the price of a natural diamond.


Today, the public can find two natural diamonds, both certified as round brilliant / 1.00ct weight / D colour / VS1 clarity, with vastly different asking prices. Many of the ‘best priced’ diamonds available online are those with negative characteristics of which the buying public is unaware.

Please Note:  the above applies to certified natural diamonds only.   If a diamond was made in a factory (ie, of synthetic origin) even certified as such by a grading laboratory, its value should be a fraction of that of a natural diamond of similar quality.  The cheapest diamond amongst those with the same 4C’s is sold at such a low price for specific reasons – It may also be the ugliest, least saleable diamond, what the trade calls a ‘dog,’ regardless its top colour and clarity.

The need for expert advice is now more relevant than ever.