Diamond Buying Tips

Buying a diamond could be one of the most important purchases in one’s life. The following tips may help make it easier to make this important purchase.

Diamond Buying Tips: What Really Matters

Shopping for a diamond is exciting, but it can be overwhelming too. Whether you’re choosing an engagement ring or a special gift, these tips will help you shop smart, stress less, and get the best value for your budget. For a deep dive into the 4 Cs, visit our Four Cs of Diamonds guide.

Where to Save, Where to Splurge

Color: Most people can’t see the difference between colorless and near-colorless grades—“G” or “H” are great values.
Clarity: Eye-clean diamonds (VS2, SI1) look just as good as higher grades. Don’t overpay for what only a microscope can find.
Carat: Buying just under major weights (like 0.90ct vs. 1.00ct) saves money and looks nearly identical.
Cut: The one place to splurge—cut brings the sparkle, so make it your top priority.

Pro Tip

The best diamond is the one that feels right for you. Halo and thin bands can make a center stone look larger, and the right setting can hide small flaws or enhance color. Focus on what you love and what fits your style, not just the grades on paper.

Size vs. Sparkle: Which Matters More?

Going big isn’t always best. The larger the diamond, the more visible any imperfections may become. And if the cut isn’t great, a bigger diamond can actually look less brilliant than a smaller, well-cut stone. No matter the size, cut quality determines how much a diamond sparkles. Don’t compromise here.

Tips for Smart Shopping

Ask to see diamonds loose and under magnification.
Request the grading report and check the details before you buy.
Consider your lifestyle and how much the ring will be worn every day.
Buy from a jeweler with a fair return or exchange policy for peace of mind.

Color, Setting & Style

Most diamonds range from colorless to faint yellow or brown. A touch of warmth can add character. Settings in yellow or rose gold can make slightly tinted diamonds look whiter, helping you save without sacrificing beauty. Ultimately, choose what suits your style and what looks best to you.

Frequently Asked Questions

Should I buy online or in-store?: Online often means lower prices and more options; in-store gives you personal service and the chance to see stones in person. Choose a reputable, well-reviewed jeweler either way.
What certifications matter?: Stick with diamonds graded by GIA or AGS. Independent, third-party grading gives you confidence in what you’re buying.
Are lab-grown diamonds a good option?: Lab-grown diamonds look identical to natural ones and cost less. A smart, sustainable choice for many shoppers. However, they may not hold their long-term value as well as natural diamonds.
How do I avoid overpaying?: Shop around, compare stones, and don’t get pressured by high-pressure tactics or “one-day only” sales. Ask to see diamonds loose and under magnification.
Can the setting make a difference?: Absolutely! The right setting can disguise minor flaws, enhance color, and make your diamond look larger and brighter.
Do I need the highest grades?: Not at all. The most beautiful diamonds fall in the “sweet spot” for value. Buy what looks great to your eye, not just what’s on paper.
What is fluorescence and does it matter?: Fluorescence is a natural property found only in some natural diamonds that causes them to glow under ultraviolet light (like blacklights). About 25-35% of natural diamonds have some fluorescence, usually blue. In most cases, faint to medium fluorescence doesn’t affect a diamond’s beauty and can even make slightly yellow diamonds appear whiter. However, strong fluorescence can sometimes make a diamond look hazy or oily in sunlight. Lab-grown diamonds typically don't fluoresce, which is one way gemologists can distinguish them from natural stones.