Your Guide to Choosing Diamonds – The Four C’s


Diamonds are forever, and like anything that is forever, a big commitment! When selecting the perfect diamonds for you, there are a number of things to consider. In addition to the colour and style, you also need to consider the cut and clarity and your budget. Let’s call it the four C’s and examine each in further detail in our guide to choosing diamonds:

  • Colour
  • Clarity
  • Cut
  • Cost


There are many shades of diamond in addition to the traditional white diamonds. Fancy something different? Looking for pink or blue maybe? You have options. In fact, we have produced a whole article on the various colours of diamonds available which you can find here. Just bear in mind that opting for something other than white is going to increase the budget somewhat.

  • White – the most popular colour and most widely available
  • Champagne – more neutral/pale but you can find champagne diamonds with a pinkish tinge
  • Green / Blue – Among the rarest and most valuable in the world. You will may more if you want to obtain a blue or green diamond
  • Grey – for a more subtle and some might say, more dignified look. Classy and professional

You may not be aware of just how many different colours of diamond are available. In fact, it very much depends on personal taste. If you are buying diamonds as a gift or surprise, it is always wise to stick with white unless you know exactly what you are looking for.


What do we mean by ‘clarity’ when it comes to choosing diamonds?

Natural diamonds are created deep in the earth. They are the result of carbon being exposed to incredible heat and pressure. The diamonds produced have internal characteristics which are referred to as inclusions and then blemishes which are external characteristics. The value of a diamond will depend on the size, position and nature of these inclusions and blemishes While it is almost impossible to find a ‘pure’ diamond, the better the clarity, the more valuable a diamond is.

The Gemological Institute of America (GIA) use a grading system to assist in the evaluation of diamonds. Within this there are 6 categories, some of which are divided, giving a total of  11 grades. These grades are as follows:

  • Flawless (FL) – no inclusions/blemishes visible
  • Internally Flawless (IF) – no inclusions visble
  • Very, Very Slightly Included – VVS and VVS2 –inclusions so slight they are difficult for a skilled grader to see
  • Very Slightly Included (VS1and VS2) Inclusions are observed with effort and charatyerised as minor
  • Slightly Included (SI1and SI2) Inclusions are noticeable
  • Included (I1, I2, and I3)Inclusions are obvious and may affect transparency and brilliance

All of the above relate to the diamonds being examined under 10x magnification.

At The Goldmarket, we are able to value diamonds using this grading system.


guide to choosing diamondsCut

The cut refers to the shape of the diamond. 75% of all diamonds sold are actually round cut but there are many others to consider. We go into much more detail in our blog Which Diamond Cut Should You Choose for Your Engagement Ring? but essentially you can choose from the following:

  • Round
  • Princess
  • Oval
  • Marquise
  • Pear
  • Cushion
  • Emerald
  • Asscher
  • Radiant
  • Heart-cut
marquise cut engagement ring

A Marquise cut engagement ring

Then there are fancy cuts which include modified brilliants, step-cuts, mixed-cuts and rose-cuts. It is definitely worth checking out all the different cuts to find one that you prefer.


Last, and by no means least, there is the matter of cost. All of the aforementioned – colour, clarity and cut, will affect the cost of the diamond that you choose.

Most recently (May 22), The Pink Star, is the largest know diamond to have received a Vivid Pink Colour Grade. It sold for $71 million in Hong Kong. This oval-shaped 59.6 carat pink diamond broke records for the highest price ever paid for a jewel.

Now we don’t suggest for one minute that you have millions of pounds to spend on a diamond but can assure you is that if you come to The Goldmarket, we will help you find the best diamond to suit your taste and your budget.

Diamonds are Forever

Our commitment to finding the perfect jewellery doesn’t end with this brief guide to choosing diamonds. At The Goldmarket, we can create bespoke designs and pieces for you. Have you got a diamond that you would like setting into a new mount? Want to use the diamonds from a sentimental piece to create a new piece? We can help and have years of experience in matching the right diamonds with our happy clients.

Just pop along to The Goldmarket and let us help you find exactly what you are looking for.