The 5th C – Context
To start, the 4Cs are an important tool, but let’s be clear: using the 4Cs as the sole determinant of value would simply be incorrect. To illustrate our point, diamonds with the same grading criteria can vary in price by as much as 30%.
Before we discuss the well known 4Cs we need to consider a 5th C, which is context. Think of it this way – if you compared four people, all with the same height, eye colour, weight and hair length, on paper they’d be the same. But in person, they’d be quite different.
It’s the same with diamonds – they all have their own unique personalities and a gem lab certificate will not tell you the whole story.
That’s why seeing a ring in person, under correct lighting, is so critical. Nothing is more important than one-on-one time with diamonds to make the right decision.
We never purchase diamonds online or sight-unseen, because we believe you can’t judge a diamond’s personality from its 4Cs rating alone. All of our diamonds are hand-chosen, and they are all stunning. Our Design Consultants will help you find the diamond that is just right for you.
The Role of a Well Informed Diamond Consultant
We appreciate how important this purchase is. This is a lifetime purchase, and we are happy to help you understand your choices to ensure you get your investment right the first time.
To start, your Design Consultant will illustrate why diamonds which are graded the same on paper may actually be different in person – maybe they have different diameters, for example, or one is appreciably brighter or less clear.
Nothing can replace speaking directly with an expert and seeing your choices laid out. Our Design Consultants are extremely knowledgeable diamond and ring experts, but they’re more than that. Their primary focus is learning about you, and finding a ring that suits your personality, lifestyle and budget.
Your first meeting with one us is always simply a consultation. They’ll educate you, help you navigate your options, be your partner, and add value to your ring shopping experience.
Learn more about the process of working with a Design Consultant here.
“A Gem Lab report won’t tell you whether you’ll love your diamond – you have to see it in person to know that.”