We want you to get the very best diamond at the very best price. it's that simple.
We want you to be a customer for life.
As you begin to study the educational material on our web site and others, keep in mind that ultimately
there is no right or wrong and that the diamond you select will be the most beautiful stone for you and
always a symbol of your love.
For over 25 years we have been hand selecting what we feel are the most brilliant diamonds at the absolute
best value. In other words, unlike many large chain stores, we have already begun the screening process for you.
Let us sit with you and actually show you dozens of diamonds that will fit within your budget. Let us answer
all your questions and give you the opportunity to spot that one special diamond that's just right for you.
Below are excerpts from recent research studies concerning proportions and how they affect the beauty of a diamond.
Once you review this, we know you will want to visit out store and let your eyes begin the process of finding
your prefect diamond.
"They (GIA researchers) discovered that there are many proportion combinations that can yield equally strong performing diamonds" - The Loupe, Spring 2002
"The notion that there's something special about one set of proportions, which is not produced by any other set, just doesn't hold up." - Dr Irene Reinitz, Manager GIA Research and Development
"You can't just say there is a single best table size or crown angle." "The main thing we discovered was that you can't really treat any of the facets separately. You have to look at the combination of all the facets together." - Dr. Mary Johnson, Manager GIA Research and Development - Carlsbad
"When they analyzed their data, they found that many combinations greatly deviated from 'Ideal' cut stones, yet yielded a comparable or even higher level of light return." - Dr. James Shigley - GIA Research Director
"The Gemological Institute of America takes the position that no single set of proportions maximizes either brilliance or dispersion." - Diamond Notes - JKK Magazine, January 2001
"We work on the premises that computer modeling must always be validated by real-world observations." - Thomas Yonelunas - GIA Chief Executive Officer (CEO)
"Words like 'ideal', 'off make', and 'hearts and arrows' may not be enough much longer. All 'ideals' are not created equal. Some 'hearts and arrows' show great patterns but fail to deliver optimally. Even the more tested and proven brand names may have to answer, like the famous hot dog, to an even higher authority." - Selling the Hardest "C", Modern Jeweler, August 2003
"'Widespread testing' has enabled us to discern a wide range of proportion combinations that produce round brilliants of pleasing appearance and led us very much away from any one specific model, be it mathematical or in practice. Diamonds that fell outside conventional parameters at times had a way of sometimes rating higher than expected, while others, cut more to existing models, at times scored lower. These variances helped lead us to the understanding that diamond cut must be understood and graded as the sum of factors, and thus the comprehensive grade that will be assigned" - Thomas Yonelunas - (CEO) GIA Gem Laboratory, Modern Jeweler Magazine, August 2004
Online Shopping
Online shopping might be the way to go for most merchandise, but is it right for diamonds?
For over 25 years we have been hand selecting what we feel are the most brilliant diamonds at the absolute
best value. In other words, unlike many large chain stores, we have already begun the screening process for you.
Let us sit with you and actually show you dozens of diamonds that will fit within your budget. Let us answer
all your questions and give you the opportunity to spot that one special diamond that's just right for you.
