The 10 Point Guide to Buying a Beautiful Quality Diamond

We pride ourselves in educating our customers to enable them to make the best choice when buying high quality diamond jewellery. So we've put together a 10 point buying guide to help you on your way.

1. Know your Four C's

The Four C’s are Cut, Colour, Clarity and Carat weight. All diamonds worth their weight in – well, diamonds – are graded against all four characteristics. 
Each of the Four C’s contributes differently to a diamond’s beauty and although cut is usually the most important, some diamond shapes need you to focus more on colour and clarity.
Learn about the Four C’s

2. Start with the Shape

Diamonds come in a variety of shapes, for example, round, pear-shaped, marquise, and emerald and your choice of shape will probably be a purely aesthetic one. Learning what gives each shape its unique beauty and character is a good way to discover which shapes appeal to you and why.
Discover diamond shapes

3. Get the Setting Right

A setting is more than just “the bit that holds the diamond”. Each setting has a personality and style all of its own, e.g. modern, classic, intricate. The setting is the frame that defines the look of your diamond jewellery.
Explore the different setting types

4. Be Your Own Designer

Our website allows you to match your perfect diamond with any style of setting in the metal of your choosing, giving you the freedom and creativity to design your jewellery any way you want. But if you’re looking for something even more unique, we can craft any piece of jewellery to your specific design.
Design your own jewellery

5. Know the Score

The Four C’s tell you a lot about a diamond but it can still be difficult to compare diamonds with similar properties. Our unique DiamondScore is calculated using 14 separate attributes to give you a quick and reliable measure of a diamond’s overall beauty and quality. By referring to the DiamondScore in your search results you can easily compare diamonds of a similar price and pinpoint those that offer the best value for money.
Read the guide to our unique DiamondScore

6. Buy Certified

Certification confirms whether a diamond is natural, man-made or artificially enhanced. All the diamonds we sell come with independent certification from one of the internationally recognised gemmology laboratories.
Learn more about certification

7. Only Buy Ethically Sourced Diamonds

Conflict or ‘blood’ diamonds are rough stones traded by rebel movements to finance wars against legitimate governments. We only buy diamonds that are ethically bought and sold under the auspices of the Kimberley Process which acts to stem the flow of conflict diamonds.
Learn more about conflict-free diamonds

8. Don't Pay More than You Have to

Get the best diamond you can for your money. Unlike most diamond retailers, we work on very low margins so we can guarantee you the highest quality diamonds at the best prices. 
Find out more about our price match guarantee

9. Practice the Art of Patience

All our diamond jewellery is custom-made to order by our master craftsmen in the UK and will be delivered in 10-14 days in a beautiful box. We know it’s difficult waiting but we promise it will be worth it.
Learn more about delivery options

10. Be 100% Delighted

We want you to be thrilled with your diamond jewellery. If for any reason you’re not, we offer a 60-day money-back guarantee. 
Learn more about returns