Learn the 4Cs Diamonds are priced according to four value factors. Take a quick browse through our articles on Color, Clarity, Carat weight, and Cut. If you want to research in depth, visit the diamond area of our Learning Center, the web's top educational resource. Choose Your Quality How do you balance the quality factors and how much should you spend? Here is some expert advice. Our customers most often choose fine diamonds above one carat, G or better in color and VS2 or better in clarity. Why? The excellent value we offer allows them to trade up in quality. You can choose instead to spend less for the quality. Don't Forget Cut! Although color and clarity have the most impact on value, we urge you not to forget cut, which has a dramatic impact on your diamond's beauty. Take a look at our Selections: our diamond buyer has personally judged these diamonds to be very well cut. But judge for yourself. Get it in Writing When comparing diamond quality, make sure the grades are accurate. Diamonds may have an independent diamond grading report from the world's most respected laboratories: the Gemological Institute of America Gem Trade Laboratory and the American Gem Society Gem Laboratory. Why? GIA reports are the world standard. But GIA doesn't grade a diamond's cut.report. Compare the Value We offers the best quality diamonds at very competitive prices. We challenge you to compare our quality and value with any online or offline retailer in the world. Other retailers may claim to offer better value, but do not back up their quality.Others will try to offer you poorly cut diamonds with good color and clarity grades. Don't compromise, demand quality and value.