Being as diamonds are highly prized and desirable, the probability is that any diamond you are looking to purchase represents an important financial investment, as well as an emotional one.

However, for many years, people in the market for engagement rings and other diamond jewellery have purchased non-certified diamonds in jewellers shops in the high street. Why? Well, this is because this is the way we have traditionally purchased our diamonds. We ASSUME that because the diamonds are in a jewellers shop, then they must be good quality...and that the price you see represents a fair price.....and that the price is the going rate for diamonds. As a result, we often speak to potential customers who have been looking at engagement rings in a jewellers and, because of the fabulous self-educational tool that the internet provides, have asked about the quality of the diamond, and have been told that it is "about a colour G" or "approximately clarity SI". This is because jewellers in the high street predominantly work in non-certified diamonds. This is because they are cheaper than certified diamonds.

Our advice is to always buy certified diamonds, especially when purchasing single stone solitaire diamond engagement rings. Of course, it is not always possible when purchasing multi-stone items of diamond jewellery such as diamond eternity rings for example.

The only way to establish the exact quality of a diamond is to buy certified diamonds. A diamond grading certificate provides information on the diamond carat weight, colour, clarity, cut and characteristics of a diamond, graded against the international diamond grading system which is recongised across the world today. As a result of having this diamond grading certificate, it is possible for diamond experts to assign an accurate value to the diamond. without having to guess.

At DeJoria, however, we go one step further. Not only do we provide GIA certified diamonds - which is regarded as the world's leading diamond grading laboratory - but we also submit all our finished engagement rings for an independent appraisal and valuation at a 3rd party company called Safeguard Quality Assurance Limited. This Safeguard valuation is carried out by an independent gemologist who examines everything associated with the ring - the diamond, the grading certificate, the precious metal content of the ring mount etc, providing a full written specification and assigning a value to the item which reflects what you would expect to pay for a diamond ring of similar size and quality in the high street....if indeed you could find it.

The reality is that diamonds are no different to any commodity. From a personal perspective, when making a high value purchase, I always insist of every piece of supporting documentation possible. After all, it is this - and only this - which will provide me with 100% complete peace of mind in the quality and integrity of my purchase.