Become A Diamond Expert - Shapes, Carat Size & More.



With potentially millions of engagement ring styles and diamonds to choose from, how do you choose a good diamond? Right here, with us. Our diamond specialists have been helping couples find the perfect ring for over 100 years. Before we begin to tackle the tough questions, it's important to remember that not all diamonds are created equal.

The 5 categories below provide the most important information to consider when buying a diamond or diamond engagement ring, but remember, a true understanding of a diamond's quality and characteristics takes time, research, and a well-educated jeweler.

These tools can help get you started in selecting the right diamond!

Diamond Shape

The first step in selecting a diamond is determining which diamond engagement ring shape you like best. Each diamond shape holds its own unique qualities, so discovering and learning about the many shapes is worth your while.

Although a round or brilliant-cut diamond is usually the most popular, here we show you all of your options so you can find the right diamond shape to reflect your personal style and personality.

Diamond shapes

The 4 Cs of Diamonds

One of the first things you often hear about when you're trying to choose the right diamond to buy is the 4 Cs. But what does that mean?

The core combination of a diamond cut, diamond color, diamond clarity, and diamond carat weight signifies a diamond's value and rarity. Learn about the diamond characteristics that maximize the beauty and brilliance of a diamond - color, carat, clarity, and cut.


Ring Sizing

Finding the right ring size for your partner can be difficult without them knowing, but it can also be disappointing to pop the question to only have to send the ring back to the jeweler to have it resized.

We've developed top-secret ways of finding ring size without giving anything away.

Ring Sizing


The Lab Grown Diamond Choice

Lab grown diamonds are 100% real diamonds. In fact, we couldn't call them diamonds if they were not real diamonds!

And did you know? Lab grown diamonds offer excellent value. You can typically get up to 30 to 50% more diamond for your money than mined natural diamonds of comparable size and quality.

Click here to find out more about our elegant lab grown diamond rings & determine if a lab diamond is the right choice for you.


Lab-Created Diamond Rings


The Custom Engagement Ring of Your Dreams

If you're looking to create a one-of-a-kind engagement ring, let our custom design engagement ring experts help you. Here, we break down our ring customization process so you feel comfortable trusting us to design something extraordinary and meaningful.

Still a little confused about which diamond you should buy? That's okay. It's normal.

Visit one of our over 70 jewelry stores in the U.S.A. to receive a one-on-one consultation with one of our diamond specialists. Better yet, make an appointment with a jewelry shopping expert!



Moissanite Jewelry

Moissanite is a gemstone born from the stars. It was first discovered in 1893 by a French scientist named Henri Moissan, who later won the Nobel Prize in Chemistry.

Moissanite is engineered to give the illusion of similarity to diamonds but is compositionally and visually quite different from a real diamond. The durability, brilliance, and color of the two gems are quite distinct.

What is Moissanite?

  • Natural moissanite is brought to earth by meteorites. Created in a lab to mirror its extra-terrestrial properties, making the pieces sustainable and socially responsible.
  • These outer space origins are echoed in moissanite’s brilliance and refractive rate, emitting stunning rainbow flashes under sunlight, which is used to elevate traditional engagement ring.
  • Moissanite is significantly less expensive than diamonds but maintain a similar durability. Therefore, offering a tremendous value at a fraction of the cost.
  • Moissanite is one of
    the hardest substances on the planet.

Moissanite & Diamond Comparison


The ability to withstandart surface scratching, 10 being the higest


Mohs Scale=9.25, One of the hardest substances on Earth

Very suitable or everyday wear as an engagement ring


Mohs Scale=10, The hardest known mineral

Very suitable or everyday wear as an engagement ring


The measure of a gem’s ability to sparkle


Creates a “disco ball” effect, especially in sunlight.

Moissanite has a refractive index higher than a diamond.


Diamonds reflect light in three different ways.

The combination of these gives them their famous sparkle


The natural color or lack of color


Colorless but able to produce yellow or grayish hues in certain light.

The larger the carat, the more noticeable the yellowing or grey color.


Varying color from brightest white to deep yellow depending on grade.



Dramatically lower in price than diamond for the same carat size


Prices vary on cut, carat, color, and clarity

Lab grown diamonds are less expensive than natural diamonds



Lab created, ethically sourced, and conflict free


Lab created or naturally-mined