Buying a Diamond is More Than Knowing the 4C’s

Brought to you by

Buying a Diamond is More Than Knowing the 4C’s

Buyers may be excited about online diamond deals, but there are uncertainties surrounding the authenticity and clarity of the diamonds.

Brought To You By RDI Diamonds

Compare a silk wedding gown with one hastily constructed from polyester and there’s no denying the difference. It jumps out at you. 

The same is true for diamonds. 

Trust and authenticity are important, especially for younger diamond buyers who tend to value provenance over value. But, buying diamonds online—sight-unseen—makes that difference tough to see. And grading reports are inconsistent and subjective, based on human opinion. Buyers may be excited about the diamond deals they find online, but they are left to wonder about the authenticity and the clarity of the diamond they are purchasing. 

Technology is changing the game by offering retail jewelers a tool—accurate, consistent, unbiased AI grading screens against impurities that detract from sparkle and a proprietary process to screen for lower value, brown, green and milky hues (BGM) makes the Rare & Forever selection process a game changer. It brings transparency and trust to diamond shopping and educates consumers on exactly what they are buying. 

“Buying based on cut, color, quality and carat weight are important factors in determining the value of a diamond, but they mean little if it’s a poor quality diamond, and certainly do not tell the full story,” says Chris Croteau, Vice President Sales and Marketing at Rare and Forever, a division of RDI Diamonds. “BGM screening rules out impurities that are difficult to identify when researching diamonds online because they are never included in grading reports. Jewelers get unbiased grading to help earn their customers’ trust and help them to make a confident purchase.”

Rare & Forever are natural diamonds that are ethically-sourced and hand-selected for their highest quality and consistency. They are carefully prescreened for BGM qualities that devalue a diamond and are exclusively graded with cutting-edge proprietary technology. For added peace-of-mind, each Rare & Forever diamond is marked with a diamond table inscription, only visible with a diamond viewer, that matches its report number.

Rare & Forever diamonds are sold only through authorized local jewelers. They can meet with customers in-person or via virtual visits to provide the expertise, integrity and service that only a knowledgeable local community business can provide. To find out how you can become an authorized Rare & Forever jeweler, visit: 

The Latest

Recorded WebinarsJan 14, 2022
Watch: What Will 2022 Bring?

Sherry Smith, Peter Smith and Edahn Golan join Editor-in-Chief Michelle Graff and try to answer the question, how long will the party last?

EditorsJan 14, 2022
See a Few of Betty White’s Best Jewelry Looks

Editor-in-Chief Michelle Graff celebrates the Golden Girl’s jewelry style ahead of what would’ve been her 100th birthday.

TrendsJan 14, 2022
All About Megan Fox’s Engagement Ring from Machine Gun Kelly

Designed by Stephen Webster, it’s a ring-stack take on the toi et moi style.

Brought to you by
Rare & Forever Can Help You Tell A New Story At The Counter And Close More Sales!

A.I. technology is revolutionizing the jewelry business through more accurate and consistent diamond grading.

TrendsJan 14, 2022
Piece of the Week: Made by Malyia’s Plunging Ocean Wave Hoops

Combining thoughtful design and wearability, they were a standout of 2021.

Weekly QuizJan 13, 2022
This Week’s Quiz
Test your knowledge of the latest jewelry news with this quick test.
Take the Quiz
SourcingJan 13, 2022
Part of the Red Beryl Mine Is Producing Again, One Owner Says

Red Emerald Inc., which is under new ownership, started mining at the Utah site last spring.

MajorsJan 13, 2022
Robbins Brothers’ Management Buys Back Company

The jewelry store chain was sold to a private equity firm as part of bankruptcy proceedings in 2009.

Brought to you by
Clarté Is Your Source for Accessible Modern Classic Fine Diamond Jewelry

Clarté's attainable fine gold and diamond designs are created for the modern, working woman.

Policies & IssuesJan 13, 2022
There’s Still Time to Sign Up for BIJC’s IDEA Sessions

The first session is scheduled for Jan. 19 and focuses on addressing racial justice and confronting one’s biases.