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5 Questions People Most Often Ask about Diamonds

Are you thinking of buying diamond jewelry? We've answered 5 frequently asked questions to help you make a good purchase.


Inclusions are tiny dots, air bubbles or markings inside a diamond. The fewer or smaller they are, the better the diamond’s “clarity”.

All diamonds have some imperfections! But most of them can only be seen through a jeweller’s magnifying loupe.

That’s why it’s usually enough to buy a diamond that doesn’t show any obvious flaws to the naked eye. After all, your friends aren’t likely to come up and inspect your ring with a magnifying glass!

TOP BUYING TIP: Many people consider the mid-range diamond clarity grade SI (Slightly Included) to look beautiful, as well as being affordable.


A diamond’s value is partly determined by size. And partly by quality. Therefore a small, high-quality diamond can cost the same as a big lower-quality diamond.

Most of us cannot afford a huge, flawless diamond – in fact, only rich collectors can! The good news, though, is that most diamond quality differences are so subtle that only a diamond expert can see them – and therefore a mid-to-high quality diamond will look just as beautiful.

Take a look at this diamond colour-grade chart:

As you can see, diamond colour-quality is expressed as letters of the alphabet. D is the best (whitest) and Z is the worst (yellowest). But in the upper to mid range, can you actually see the difference from colours D through to H?

Now look at the diamond colour gradings given to the rings below. As you can see, a diamond’s size, shape, background colour and lighting conditions will influence the way it looks in real life. So whether you want

     (a) a big diamond or

     (b) simply the knowledge that you’ve purchased the best quality grade diamond possible,

              are largely questions of personal preference.

TOP BUYING TIP: H is one of the most popular diamond colours. It looks beautiful and comes at a reasonable price.

For more information, Take a look at our article Diamond Grading Criteria.


This is a great question! Most people expect every diamond to have lots of sparkle. But not all diamonds reflect light in the same way. Shape is a big factor.

  • Round cuts sparkle the most

  • Princess, marquise, oval, pear and heart cuts are the second-most sparkly shapes

  • Emerald, cushion and baguette cuts give off long flashes of light, rather than sparkle

TOP BUYING TIP: If you want lots of sparkle, go for a round diamond.

Still not satisfied on a sparkly diamond? We recommend taking a look at Buying Diamonds on a Budget.


“Conflict diamonds” are black market diamonds that are sold to fund terrorism and civil war. Conflict-free diamonds, on the other hand, are sold legally and haven’t caused human suffering or bloodshed. Always do your research. Reputable UK jewellers that belong to The British Jewellers’ Association will comply with the law on conflict diamonds.

TOP BUYING TIP: Diamonds extracted from Modern Diamond Mining are 100% conflict free.


This is THE most important question! You can choose the best or biggest diamond in the world, but if the person who you are buying it for doesn’t like the jewellery, you’ll both be disappointed.

To choose the right piece of diamond jewellery as a gift, consider your loved one’s style and taste. Look at their existing jewellery or wardrobe. Do they wear classic outfits? Or big, bold fashion items?

If you're still doubtful, we created a guide for both on finding the perfect diamond accessory:

For Him: Gentleman's Guide: The Perfect Guide to Purchasing Diamond Accessory

For Her: Knowing your Diamond Style

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