How to Buy a Diamond Guide

Buying a diamond is an exhilarating and unique experience. However, diamonds are like faces, they can be measured and defined in terms of colour and dimensions etc, but you cannot define beauty (known as the Diamond “Make”) by statistics alone. So whilst its important to understand the characteristics of a diamond, in order to make an informed decision by learning about The Diamond Four Cs. You should also be prepared to view and compare diamonds side by side to make a visual comparison.

Diamonds are like faces, their beauty must be seen to be appreciated!

Each diamond is like a snowflake or a fingerprint: distinctly unique. At Daniel Prince we can save you weeks of research because we do all the hard work for you. Unlike online etailers like bluenile, we do not simply provide virtual lists of stones from faceless suppliers worldwide. We will handpick the finest cut diamonds available from our network of diamond suppliers based on your personal requirements and / or budget using 3 main principles.

Uncompromising Grading

We select diamonds certified exclusively by either the GIA, HRD or AGS labs. Other laboratories tend to over-grade their stones, giving you a false sense of quality and value.

Impartial Sourcing

We do not own any of the diamonds that we recommend to our clients, we procure them. We sort through dozens of stones and only propose the stones we really believe in and would buy for ourselves. We search far and wide, and only from ethical sources!

Analytical & Financial

Prices vary widely between stones even with identical certificates. We identify the best Colour, Clarity and Cut combinations to optimise the carat weight for your budget, whilst never compromising on the beauty and sparkle.

And Then…

And only then, do we recommend the best stones to our clients, based on their “make” or beauty.

Your goal when buying a diamond should be to get the highest quality that your budget will allow. Don’t simply try to get the largest possible diamond for your money because this will mean sacrificing quality (e.g. sparkle) in favour of size and ending up with an inferior stone. Balancing all factors of carat, grade and cut is the best approach to choosing a quality diamond. Browsing the inventory of an online diamond merchant can seem daunting, even to a trained gemmologist, which is why we will sort the wheat from the chaff for you. There are many hidden pitfalls awaiting the unwary buyer of diamonds, such as; external blemishes, position of flaws, poor cuts etc. None of which are disclosed by online merchants who are only interested in shifting stock as quickly as possible!

A diamond should shout “WOW!” across the room!

Viewing Loose Diamonds – The Fifth C (Comparison)

The Internet is without doubt a very valuable tool when it comes to research, but it is very important to be able to view your diamond before you purchase it. By comparing a selection of loose diamonds side by side with your own eyes, you will gain a far greater appreciation of the 4C’s, which will allow you to make a more informed choice. Most people are surprised to see just how little difference there is between each colour and clarity grade even though the prices vary greatly.

Daniel Prince invite you to come in for an obligation-free diamond appointment, where we will show you a range of stones to illustrate the 4C’s with real diamonds, and answer any questions you may have.




When purchasing diamonds it is important to know that the overall beauty of the stone is influenced first and foremost by the diamond-cutter (the other characteristics are determined by nature alone). Of each of the 4Cs it is the quality of the diamond cut (or “Make” as it’s known in the trade) where the diamond-cutter genuinely expresses his skill. Contrary to what some diamond merchants would like you to believe, every single diamond is unique and prices can vary wildly (even if they appear identical on paper) which is why we always hand-pick every single diamond according to the quality of “Make” rather than simply its certificate. Contact us today to arrange a private consultation at our Hatton Garden workshop.


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A Diamond Grading Certificate should be considered as the diamond’s “birth certificate.” All of its characteristics, including the Shape, Colour, Clarity and Carat Weight are posted on it, along with specifications such as Polish, Symmetry, Girdle, Culet Size, and Fluorescence as well as the diamond dimensions. In addition to this, the location and position of each flaw and imperfection are also accurately mapped and shown on the certificate, so any trained gemmologist can tell immediately if the diamond you have purchased actually matches its certificate, and as an added safeguard, most diamonds now have the certificate number LASER inscribed onto the girdle (outer edge) of the diamond.


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The above gemmological labs are amongst the most widely recognised in the industry, there are many others such as EGL, IGI etc but we tend to supply stones that have been independently certified by one of these three labs as a rule.