why cut matters
…And Introducing
The Lazare DIamond

Guiding you through the importance of diamond cut is one of the most critical ways we can help you find the prettiest ring in your budget. Your partner will know that you put time and effort into making the best possible decision, and they’ll love their diamond, too.

engagement ring on beach rocks

We believe cut is the most important element when considering diamonds, and there is no replacement for seeing a diamond’s cut in person before making your decision.

A great deal goes into buying an engagement ring.

In our experience, partners generally want to propose with the most beautiful diamond possible. They often think this means choosing the biggest diamond they can afford or the one with the highest 4C rating they can manage (see our thoughts on the 4Cs here).

Unfortunately these are misunderstandings that often lead to mistakes. 

That’s because cut alone is the most important element when considering diamonds, and there is no replacement for seeing a diamond’s cut in person before making your decision.

The Ideal Ideal Cut

If you’ve spent any time researching diamonds online, you’ve probably read about the ‘ideal’ cut. This is the cut best designed to refract light and create the prettiest diamonds. 

What you may not know is that the ideal cut actually varies from brand to brand – it’s not standard. And The Lazare Diamond is the only company that has not widened its ideal cut parameters in nearly a century.

Originally, most companies did have the same ideal cut. But when you polish and cut a rough diamond, it looses some size. The colour and clarity remain the same, but the weight – and the price – will decrease a little.

So, other brands, focusing on their bottom line, have loosened their cut standards. This makes for bigger rings with bigger price tags, but ultimately less sparkle.

In short, many companies sacrifice brilliance for budget, and these less-than-ideal-ideal-cut diamonds all start to look the same.

Meanwhile, Lazare has had the same ideal cut parameters since 1921, and that matters – and shows.  

The No Compromise Diamond

Lazare remains committed to a method of cutting diamonds that creates the optimal balance of brilliance, scintillation, and fire.

Sparkle, brightness, beauty – these really are valued by Lazare over simply how big a diamond is.

Lazare master cutters use an exacting mathematical formula to create each of their diamonds with astounding precision. They cut each diamond precisely so that all its light comes out in one brilliant blaze at the top.

The result is, quite literally, jaw-dropping. It’s why we call it a ‘no compromise’ diamond.

Meanwhile, less-precise diamond cutting methods let light leak out through the sides. The volume of light coming out at the top is reduced and therefore so is the sparkle. The diamond can be heavier, while the color and clarity are the same – so the non-Lazare diamond often costs more, but refracts light less, making it less eye-catching.

When you choose a Lazare, you choose unparalleled beauty and grace, even when the other 4Cs grades may be lower than you’d expect.

“Lazare remains committed to a method of cutting diamonds that creates the optimal balance of brilliance, scintillation, and fire.”

How To Say What You Really Mean

To illustrate how important cut is, we will routinely show new clients two diamonds: a non-Lazare diamond with a higher colour and clarity rating, and a beautifully cut Lazare, with a lower colour and clarity rating.

Without telling them which is which, we ask them to choose their favourite. And every time they choose the Lazare.

Guiding you through the complex world of diamonds is the most critical way our bridal specialists can help you stretch your budget to get an even prettier ring.

Your partner will know that you put time and effort into making the best possible decision, and they’ll love their diamond, too. 

 

Like Dana, one of our Diamond Design alumni, says of her Lazare: “I get comments on how sparkly it is and just how beautiful it is and sometimes when the sun hits it how blinding it is. It’s definitely a distraction when I’m driving … There should be a law against driving with a Lazare diamond on because I’m always distracted. Don’t tell the police!”

Also important, Lazare has consistently set and adhered to the highest ethical and professional standards in the industry.  It’s the only company specializing in diamond manufacturing that is publicly listed on a major stock exchange (AMEX), so it’s subject to extra scrutiny and oversight, in addition to its own.

When you take diamonds seriously and travel the world like we do, it quickly becomes clear that the Lazare diamond is unmatched in quality and sheer beauty. And it’s unmatched because of the precise, time-honoured method Lazare uses to cut their diamonds.

‘I Had No Idea’

If you’ve been in to see us at Diamond Design, then you know that we focus on educating our clients in the process of helping them discover their perfect match.

Everyone knows that diamonds are pretty. Even rough diamonds have an appeal. So poorly cut diamonds can certainly look nice – until you actually see a masterpiece like a Lazare. “I had no idea,” is the most common response from clients when they first experience the difference.

Lazare’s tight cut parameters really do make a difference. But it’s a difference you can’t appreciate on paper, or in a picture, or in an online listing. We like to say diamonds have personalities that can’t be measured in grades, and you have to see them in person, guided by an expert, to understand that. 

Seeing is Believing

Nothing can replace seeing a diamond in person. Diamonds can look great on paper or in pictures, but may not live up to expectations in reality.  

All the diamonds in our store are hand-chosen and we travel throughout the year to international brokers to find them.

We appreciate how significant and symbolic this purchase is. That’s why we take extra time to educate you on all the features to consider when purchasing your diamond so you can make the best possible choice and get it right the first time. 

 

We guide and help couples find their perfect engagement and wedding rings, through one-on-one consultations with our experts. To ensure we have enough time to focus on you, we recommend appointments for these showings, which are always pressure-free.

To book yours, please call (709) 754-9497 or email info@diamondesign.com.

Understand the 4cs

Engagement Ring Styles

Should I Surprise My Partner
With The Ring?

Why Cut Matters

What Is A Design Consultant?

Custom Engagement
&Wedding
Rings

Wedding Ring Options

stay 'in the loupe'

Stay up on the latest in watch, jewellery and engagement ring trends and be the first to know about upcoming special events. 

*A loupe is a small magnifying glass used to inspect jewellery and watches more closely!

drop by for a visit

Terrace on the Square,
Churchill Square
Main Floor – 10 Rowan Street
St. John’s,  NL, Canada
Tuesday – Saturday | 9:00am – 5:30pm
(709) 754-9497
contact@diamonddesign.com

Our Showroom Is Open
Appointments Currently Recommended

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