Most first time buyers of diamonds get overwhelmed with the amount of information avaialble to them these days. Speaking to 10 different people can give you 10 different opinions on what one should consider when buying a diamond. 
We at Diamond Story will make your buying experoience a stress free affair by providing honest blunt advice.
There are a few things to consider when looking for that perfect stone and for your convenience we have listed the important points below.

1 - Decide if you want a Natural Diamond or a Lab Grown Diamond

Due to the rising popularity of Lab Grown Diamonds, the first thing to consider when lookinng for a diamond is to whether you want a natural diamond or a lab grown one.

Both are 100% real diamonds with no chemcial or physical differences. Both have benefits that you should consider before making a purchase. Diamond Story has access to thousands of both natural and lab grown diamonds so finding the perfect diamond is as easy as contacting us for a consultation. For more infirmation on Lab Grown Diamonds please CONTACT US or click HERE for more info.

CLICK HERE to make an appointment with one of our diamond experts!

2 - Understand the 4CS of Diamond Quality

This basic knowledge will not only unlock the mystery of a diamond’s quality, it will help you understand a diamond’s value and price.

  • DIAMOND COLOR. In the case of White diamonds the term actually refers to the absence of color. The less color in the stone, the more desirable and valuable it is. Some of these differences are not visible to the naked eye, but directly impact the overall quality and price of the stone.
  • DIAMOND CLARITY measures the amount, size and placement of internal ‘inclusions,’ and external ‘blemishes.’ Grades run from ‘Flawless,’ with virtually no imperfections, to ‘Included,’ which contain a significant number of imperfections that can be seen with the naked eye. 
  • DIAMOND CUT does not refer to a diamond’s shape, but to the proportion and arrangement of its facets and the quality of workmanship. The amount of brilliance, sparkle and fire in a diamond is determined by cut. Grades range from ‘Excellent’ to ‘Poor.’ Diamond Story specializes in EXCELLENT cut stones with perfect sparkle and fire.
  • DIAMOND CARAT refers to a diamond’s weight and not size. Generally speaking, the higher the carat weight, the more expensive the stone. Two diamonds of equal carat weight, however, can have very different quality and price when the other three Cs are considered.

The 4Cs of diamond quality will provide you with the information and is a great place to start in the search for that perfect stone!

 3 - Choose a Diamond seller as you would choose a doctor

The Diamond Company you deal with should be armed with expert training able to answer any questions clearly. Professional training can help you evaluate how knowledgeable a seller is. Preferably, their training comes from a highly-recognized and internationally accredited program, such as the GIA Graduate Gemologist (GG) or Applied Jewelry Professional (AJP) diploma programs. An educated jeweler will not only explain the 4Cs of Diamond Quality to you, but will be able to demonstrate the differences between apparently similar stones. They will also encourage you to compare a number of diamonds that fall in your budget.

Diamond Story are GIA Alumni so you can be assured that we know what we are talking about!

4 - Insist On a Diamond Grading Report


The 5th C is the certification. Getting a certificate from a reputable grading lab is vital. A diamond grading report from an unbiased, scientific source such as GIA is more than important information, it’s proof of what you are purchasing. The differences in diamonds can be so subtle, even a trained jeweler can’t recognize them without lab verification.  Diamond Story whilst specialising in GIA certified stones also stock HRD. AGS, IGI and EGL certified stones. CONTACT US to discuss which is right for you!

5 - Protect The Purchase


Have your diamond appraised and insured. Appraisers and insurers rely on diamond grading reports to accurately evaluate the value of gems.  Diamond Story specializes in GIA laser inscribed stones to ensure if the stone is ever lost or stolen and it shows up for sale, tracking it is possible. We also recommend QReport for jewellery insurance. As the only Jewellery specific insurers QReport are fantastic as their reviews will show. CLICK HERE for more information about QReport.

Start your search for your perfect ring by browing through our vast INVENTORY or CONTACT US for more info!