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4 C’s of diamonds. Why not make it 5 C’s? Cost is a factor, so we bring it into the conversation right away. Not in the usual way of discounts or sales talk, but as part of our presentation of facts.

The number one question I get, besides “How much is it?” is which of the Four C’s (cut, color, clarity and carat weight) is the most important when buying a ring. I generally like to talk about all four of the diamond quality factors. It helps facilitate questions from the customers that are focused on the true elements of deciding what diamond to choose.