After CUT the next most important "C" is colour. This is because the naked eye will notice this after sparkle.
People who want a white diamond should stick to H as a minimum. However I-J coloured stones will still look fantastic.
At the end of the day it's a personal preference as plenty of people prefer a slightly more yellow stone than a perfectly white one as they feel it looks more like the genuine thing.
If you do choose to go with a diamond lower in the colour scale, below a L, selecting yellow or rose gold for the band will help offset the yellowness in the diamond and may make it appear whiter.
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