We approach this business with the idea that buying a diamond is fun. This is an investment in something that is as rare and wonderful as it is valuable and we are here to help you select the right diamond at the right price. A visit to the 'D' Company is a relaxed experience largely an educational process that begins with an explanation of the 4 C's but reaches far beyond the basics.We begin by determining what shape and carat weight a client is interested in then offer a broad range of choices for consideration. It is extremely important to look at diamonds loose. The color of a setting might affect the color of the diamond and a setting might hide inclusions that you would only be able to see when loose. And of course there is no way to accurately determine a diamonds correct carat weight once it's in a setting. We always present diamonds loose in a side-by-side comparison something many merchants can not do because they don't stock many different diamonds or won't do because they are not confident that their diamonds will stand up to such a comparison. The diamonds we show are diamonds cut to our exacting specifications in our factories. Almost every diamond we sell comes with a detailed written grading report from one of the four major independent laboratories. This gives you confidence in knowing that we are honest in our grading. As a special service for our clients. Unlike most retailers we don't feel it's ethical to appraise an item that we are selling. This independent appraisal reconfirms that your diamond has been accurately graded and also gives you a replacement value which you will need if you will be insuring your diamond or jewelry. It also shows you how much you saved by buying direct. Unlike the majority of the websites that offer diamonds Think about it a retail jewelry store has to put a high markup on its merchandise to cover its high overhead and they tend to sit on their merchandise for long periods. This is in addition to the fact that they have to buy it from a cutter or wholesaler like ourselves and then put on their markup. Then you have people who sit in offices with a website and list other peoples diamonds for sale and they act as a broker but again you are buying it through an indirect source. As little a mark-up that they work on it still has to be higher because they're buying from someone like us.