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Of the four factors considered when judging a diamonds quality and value, the most important is the Cut (the proportions not the shape), Clarity and Colour in that order. Practically all diamonds contain naturally occurring internal characteristics called inclusions. The size, nature, location and amount of inclusions determine a diamond's clarity grade and value.

 
 
CLARITY
Practically all diamonds contain naturally occurring internal characteristics called inclusions. The size, nature, location and amount of inclusions determine a diamond's clarity grade and effect its cost.
IDEAL CUT

With an Ideal or well Cut (highest standard in the world) light entering the diamond perfectly reflects internally from facet to facet and is reflected back through the top only, creating maximum brilliance .

Ideal Cut Too Shallow Too Deep
 
COLOUR
D G I L Z
Most diamonds, although appearing colourless, actually have slight tones of yellow or brown. As these tones become more easily apparent, the rarity and the cost decrease. The Ideal Cut dramatizes the rare splender of the diamond because it produces such dazzling brilliance.