| How
to Buy A Diamond • The
Perfect Engagement Ring
• Customer Awareness Guide
•
Congratulations!
You've met the woman you want to spend your
life with.
That was the easy part. Now you have to make many decisions
about your future together.
Usually, the first one you need to make is about
a Diamond Engagement
Ring. And that's not nearly as difficult as it may seem. Men
in love
have been doing it for hundreds of years. Now that you've found
the perfect woman for you, make sure you find the diamond that
suits her perfectly. Because, just as your love for each other
is unique, no two diamonds are alike. Each has its own personality
and sparkle.
If you're like most grooms-to-be, not enough. But chances are
you've noticed a friend's or relative's beautiful Diamond Engagement
Ring and the pride she takes in wearing it. After all, a Diamond
Engagement Ring is more than a piece of jewelry. It's an enduring
symbol of the love between two people.
It's easier than you may think to select a ring
that's sure to make your fiance's eyes light up. Whether she's
discussed her preferences with you or dropped not-so-subtle
hints, you don't have to go it alone. Visit us and take note
of those rings that seem to appeal to her. The enthusiasm of
the bride-to-be is
your best barometer of what style to select. Later, you can
return
alone and make the purchase.
This is an important consideration. You should know that the
quality
of a diamond has nothing to do with size or color alone. But
it has
everything to do with the 4Cs:
Cut • Color
• Clarity • Carat
weight
It's these four characteristics that determine
a diamond's quality and value.
Cut
Many people confuse cut with shape. A diamond's cut is
what gives it its fire and sparkle. When cut to good proportions,
the diamond is better able to handle light, creating more
sparkle and scintillation.
Color
The best color for a diamond is no color. A totally
colorless diamond best allows white light to pass effortlessly
through it and be dispersed as rainbows of color. Yes, there
are very rare pink, blue, and green diamonds. Theses are known
as 'fancies.'
Clarity
Most diamonds contain very tiny natural birthmarks
know as inclusions. However, the fewer and smaller the inclusions
are, the less likely it is that they will interfere with the
passage of light through the diamond. Diamonds, more than
any other gemstone, have capability to produce the maximum
amount of brilliance. Most jewelers have a rating system that
will help you understand the clarity of your stone.
Ask our jewelers to let you
look through a loupe and explain just what has been discovered
about your diamond.
Carat-weight
This is the weight of the diamond measured in carats.
One carat is divided into 100 points. So a diamond of 75 points
weighs .75 carat. Carat-weight is the easiest of the 4Cs to
determine. But two diamonds of equal weight can have very
unequal value, depending on their other characteristics. Fine
quality can be found in diamonds of all shapes and sizes.
And a fine quality diamond is a little extra weight she'd
be pleased to put on.
Our jeweler is the diamond expert
and will be happy to explain the 4Cs and show you the differences
between various qualities of diamonds. Our established jeweler
prizes his good reputation and will help you choose the best
quality diamond, your primary consideration when making this
purchase.
The precision with which your diamond is cut will determine
its brilliance, its fire, and its ultimate beauty. However,
the shape you select is a matter of personal taste. The round
brilliant is the most popular shape, but there are many others,
such as the oval, marquise, pear, emerald and square.
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| Round |
Princess |
Emerald |
Radiant |
Oval |
Pear |
Marquise |
Heart |
Today the emphasis is on simple, elegant designs
that highlight the beauty
of the diamonds themselves. So you can never go wrong with the
classic Diamond Engagement Ring.
All that the Diamond Engagement Ring symbolizes is, of course,
priceless. But you do have to be practical. How much should
you spend on this significant ring? Today, two months' salary
is generally considered a good guideline to follow. Now, that
may seem like a lot, but it really isn't when you think about
it.
The cost of everything has gone up. And you can't
expect to pay the
same price for your diamond as your parents did. Fortunately,
your
Diamond Engagement Ring does have great value and, like love,
can grow
more precious with time. And unlike other important purchases,
this is the one lasting symbol of your love that will last forever.
It will
be a daily reminder of the rare and precious love you share.
The two-month's salary guideline is endorsed by
the following professional jewelers' associations: American
Gem Society, Diamond Council of
America, Jewelers or America, Independent Jewelers Organization.
If
you don't already have a jeweler, a member of any of these fine
organizations can offer expert advice on choosing your diamond.
Some men, after they've 'popped the question,' begin looking
for a Diamond Engagement Ring. They then dream up all sorts
of ways of surprising their intended with the ring. Others purchase
one on their own and then surprise their fiance with a proposal
and a Diamond Engagement Ring. Some women wish to make the selection
themselves. Whatever feels right to you is the right way.
Go ahead. What you spend on a Diamond Engagement Ring is your
decision. Two months' salary is simply a rule-of-thumb to help
you with
this important purchase.
Our employees know this is a major purchases and will do his
or her best to make payment easier for you. Credit cards are
usually accepted and our stores also provide special cash payment
plans. Talk to us about it.
Our employees are an excellent source. We have a wealth of diamond
knowledge and are eager to share it with you, so you can select
the perfect Diamond Engagement Ring. In addition to answering
your question, we
can give you helpful brochures and pamphlets.
Here's to your future! You knew what
to look for in a wife, and now you know what to look for in
a Diamond Engagement Ring. The ultimate gift of love that says
so much will be cherished always,
and lasts forever. |
I hate to admit it, but what do I really know
about
buying a diamond?