diamonds

The value of a diamond is determined by the 4Cs—cut, colour, clarity and carat. The most highly valued diamonds are colourless with a precisely fashioned cut and few blemishes. The 4Cs shouldn't be the only considerations for buying a piece of diamond jewellery, though—what's most important is how it makes you feel.

Lab-grown diamonds are made from the same material as natural diamonds—pure carbon. Lab-grown diamonds are optically identical to natural diamonds—the only difference is in how they’re formed. Instead of growing over millions of years, these diamonds are created using a cutting-edge technology that replicates the natural growing process in a matter of weeks.

Conflict-free diamonds are diamonds that were not used to support civil wars and don’t bear a connection to rebels or terrorist groups. All of our diamonds are certified conflict-free and are never sourced from areas with reported human rights abuses. Thanks to the Kimberley process, an international process for certification that follows diamonds from the mine to the market, it's easy for us—and the global diamond industry as a whole—to provide diamond lovers everywhere with documentation that their gemstones were ethically sourced.

Diamond shape refers to the silhouette of the gemstone. There are 11 popular diamond shapes — Princess, Cushion, Heart, Pear, Marquise, Radiant, Asscher, Emerald, Round, Trillion and Oval. Each shape has its own sense of rapture and brilliance, and the most important factor in choosing a shape is how it makes you feel.