Start with the budget, not the diamond
Decide what you're comfortable spending before you look at any stones. The internet's "rules" (two months' salary, etc.) are marketing — not finance. The right budget is the one that lets you sleep well.
Once you have a number, allocate it: typically 60–70% for the diamond, 30–40% for the setting. Custom settings cost more than mass-produced ones. Buy-to-keep, not buy-to-flip.
Decide on the shape first
Shape is the most personal of all the choices and drives nearly everything else. Browse, save favourites, try shapes on at appointments. A round brilliant looks dramatically different from an oval or emerald — and there's no "better."
Once you've fallen in love with a shape, the rest of the choices narrow naturally.
Prioritise cut
Cut quality is the single biggest determinant of how a diamond actually looks. Never buy below Very Good. Aim for Excellent. Pay the premium for Ideal if budget allows on a round.
A poorly-cut F-VVS1 will look duller than an excellently-cut H-VS2. Cut is supreme.
Optimise colour and clarity for the setting
For platinum or white gold settings, prioritise F to H colour. For yellow gold, you can drop to I or J without visual loss.
For clarity, focus on eye-clean stones. Most VS2 and many SI1 diamonds are eye-clean and offer outstanding value. Don't pay for grades that are invisible to the naked eye.
Always insist on a certificate
GIA, IGI, or AGS — never EGL or HRD or no certificate. The certificate is your guarantee that the diamond is what the seller claims. Verify the certificate number on the lab's website before completing the purchase.
Use the buy-back as a safety net
Our buy-back guarantee at 70% within 5 years means you're never locked in. If your tastes change, your relationship changes, or your circumstances change — you have an exit. Buy with this in mind, not in fear of it.
Consider the long game
A fine diamond can last centuries. The setting can be replaced, redesigned, repurposed. The stone outlives all that. So spend most of your budget and care on the diamond itself — that's the part that endures.
A practical sequence
- Browse, save, narrow down to 2–3 shapes you love
- Set a budget
- Filter our catalogue by shape, cut Excellent or higher
- Within those, narrow by your colour and clarity preferences
- View the 360° media on your top 3–5 candidates
- Compare side-by-side
- Choose the one that resonates
- Pair with a setting
You will not regret patience. You may regret rushing.