Diamond Avenue

Should I buy a diamond on sale?

You should think twice before you buy a diamond "on sale."  What they say is usually true - "You get what you pay for."  
You probably will not be happy with it in the end.  Why?  Because, a diamond "on sale" is usually a "promotional quality"
diamond which is another name for a "poor quality" diamond.

Should I buy the heaviest diamond I can afford?

Not always.  Buying the heaviest diamond you can afford does not mean you are getting something of greater worth.
Sometimes, a smaller, properly proportioned diamond has a greater value than a larger, improperly proportioned diamond,
and it may even look better - more brilliant and alive.  To illustrate this, take a diamond that weighs 1.1 carats and is well-
proportioned with a diameter of 6.7 millimeters, and compare it to a diamond weighing 1.25 carats  that is improperly
proportioned with the same diameter of 6.7 millimeters.   The proportions of the heavier diamond are not as balanced as
those of the lighter diamond, hence its brilliance and overall beauty will be diminished and its market value will be less.  <
You will indeed have a heavier diamond, but it will not be of the quality you deserve or desire.

How much should I pay for a diamond?

Market conditions determine the per carat cost of diamonds at any given time.  You should first set a budget that meets
yourfinancial situation.  A good rule of thumb is from two to a maximum of three months salary.

What should I look for when choosing a diamond?

Once you have established a budget, then you must determine the characteristics of the gemstone that are most important
to you and juggle one with the other to determine the optimum combination.  These gemological characteristics are:
1)  Carat Weight,
2)  Color,
3)  Clarity, and
4) Cut - proportion and shape
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