THERE'S MORE
TO DIAMONDS
THAN MEETS
THE EYE.

Quality and value for money are more important now than they have ever been when it comes to the important things we buy. The thought of purchasing a home, a car, a VCR, even a vacation, that is short of the most exacting standards would be unthinkable in these demanding times. The same holds true for diamonds, the hardest and oldest natural substance known to man, and the most beautiful. But there is more to a diamond than meets the eye.

Two diamonds may, at first glance, look alike, but the truth is they are very different. Although they may be of equal size, each diamond has characteristics unique to itself, so they may have very unequal values.

For example, take the two diamonds illustrated below. The differences between them are subtle. To understand these differences is to understand the 4C's. Cut, Color, Clarity, and Carat-weight. It is the combination of these four characteristics in any one of a number ways that determines the value of a diamond.

When you acquire diamond jewelry, you'll want you diamonds, no matter what their size, to be the best your money can buy. Any difference in quality means a difference in price.