Tag Archives: engagement.

My Recommended GIA Diamond Quality Grade Has Changed.

For as long as I can remember, my “go to diamond“ has always been a GIA graded “HI/SI” diamond. For those not overly familiar with the terminology of diamond grading, this refers to a GIA color grade of “H” to “I” color and a GIA clarity grade range of “SI1” to “SI2”.  In my professional opinion, with a lifetime career of analyzing diamonds with respect to their beauty and brilliance, the diamonds that were within this GIA grade range “offered” the best balance of beauty and price.

I use the past tense because my opinion and recommendation has changed. This is the result of a change in GIA grading standards.  When I was in school there was talk of “grade inflation” which referred to the fact that “A”s and “B”s had become more of the average as teachers pushed up their grading curve. Well, the same thing has happened over the past few years at the GIA. Whether the result of an intentional shift in standards or an occurrence resulting from multiple GIA laboratory locations where standards became more relaxed, today’s GIA reports are inflated when compared to the old GIA standard.

One reason for the change in GIA grading standards is the rise of diamond production in India and the fact that many diamonds are graded of the GIA laboratory in Mumbai, India.  This is often discussed among diamond dealers with regard to whether there is corruption within the GIA system in India or just weak oversight of GIA standards.  It should me noted that the majority of diamonds are now being produced (cut, polished and certified) in India even though many diamond sellers might misrepresent this fact.

it used to be true that a “SI” grade diamond was a “nice” diamond in the majority of cases. By definition, a “SI” clarity grade is defined as a diamond with “minor inclusions somewhat easily seen under 10x power magnification but not apparent to the naked eye”.  Within the SI grade there is a distinction between “SI1” and “SI2” grades. This referred to the size and nature and location of the inclusions.  A “SI1” clarity grade was almost always a nice diamond. The pricing differential between a “SI1” and “SI2” is significant.  It was possible to locate a beautiful diamond was graded “SI2”.  This latter category of beautiful “SI2”s were my mission.

The idea of a beautiful “SI2” has become a rarity.  Many diamonds with black carbon center inclusions that previously fell within the “I1” (Imperfect) grade are now being certified by GIA as “SI” clarity.  Additionally, many diamonds that contain multiple inclusions or  “more than minor inclusions” that would have been classified as “I1” are also falling within the “SI” grades today.  This is most definitely true of recently graded “SI2” graded diamonds and many “SI1” graded diamonds as well.

While it is still possible to find a pleasing and nice “SI2” graded diamond, this is a much more difficult task than it was just a few years ago.  I would guess that it is the rare one or two percent of “SI2” graded diamonds that I could recommend.

So where does that leave us today?

Firstly, with regard to my opinion of color, it is still my opinion that a GIA color grade of “H” or “I” is sufficient. This is particularly true with regard to round diamonds.  A fancy shape diamond may sometimes require stepping up the color.  A round diamond that falls within the “H” or “I” color grade will almost always face up as a beautiful white diamond. Honestly, in a round diamond with a GIA “Excellent” cut grade, I have seen many GIA “J” and “K” color diamonds that I would recommend.

With regard to my current clarity recommendations, I now advise staying away from “SI2” graded diamonds.  I advise purchasing a  GIA “VS2” and “SI1″ clarity diamond. This recommendation is made with a cautionary note that even a ‘VS2” graded diamond, as true with any diamond,  must be looked at on an individual basis as not all “VS2″s should be purchased simply based on the grading report.

With regard to current GIA grading standards,  a diamond that is graded as “SI1” is usually a much nicer diamond than that which is graded “SI2”.  Although one may think that the pricing differential is greater between a “VS” grade and a “SI” grade, the largest pricing differential between any two GIA clarity grades is actually that between “SI1” and “SI2”.  As market pricing is based on the beauty of a diamond as well as market demand, it is fair to say that the “SI1” grade is significantly nicer and is more desirable than a “SI2” clarity diamond and this is the reason for the pricing differential.

This does not mean that I would advise against buying a better quality diamond.  I certainly respect any one who has an appreciation of quality and is willing to purchase a very fine diamond.  After all, there are reasons why a more expensive diamond is more expensive! Conversely, this does not mean that a “SI2” clarity diamond is never a beautiful diamond. However, one must be aware that such a “SI2” diamond is rare and understand that a “top SI2” diamond comes with a “premium price” as compared to the others.

My offered opinion and recommendation is made with regard to a proper balance of quality and price – in an effort to help the buyer get what I view as “the best bang for the buck” without making a “wrong” choice and ending up with a diamond that fails to achieve the scintillation and sparkle and brilliance for which a diamond is valued.

No matter the price range or the size range, the buyer must never lose sight of the fact that it is the beauty of a diamond that makes it cherished and precious.

In many of my previous blog posts, I have discussed the “price” vs. “quality” issues of purchasing a diamond.  It is my strong opinion that any diamond buyer who purchases a diamond simply based on lowest price is cheating himself.  There are reasons why there are significant price differentials in diamonds of the same GIA grade. This is true whether you are considering “SI” graded diamonds or “VS” graded diamonds.

Although I offer you my advice as to my recommended GIA diamond grades, I urge you to use your eyes to see what the diamond truly looks like – to the naked eye and under magnification.  Every diamond is unique and should be examined and evaluated and should not be purchased just by referencing a diamond grading report.

And as I have stated many times before, I urge you to put your trust in a someone who understands diamonds more than you ever will and wants to help you to acquire a beautiful diamond.

 

 

Neil Reiff

The Truth about Blue Nile and Internet Diamond Companies.

There is no doubt within the jewelry industry that online sellers such as Blue Nile have revolutionized the ways that many consumers purchase their engagement diamond.  Blue Nile, as well as a multitude of other online sellers, offers a virtual database of diamonds to internet shoppers at prices that were once considered to be below traditional retail prices. I add the phrase “once considered” in the previous statement in an acknowledgement to the shifts in pricing structure that have transpired through the retail jewelry landscape as a result of Blue Nile and other internet sellers.

The problem with Blue Nile and other internet diamond sellers is the process itself.

Internet diamond companies, unlike traditional retail jewelers, have no eyes-on knowledge of any diamond that they sell.  These companies are simply online brokers between diamond wholesalers and consumers.  No one in the “process” between Blue Nile and the ultimate diamond consumer has any real knowledge of what the diamond looks like.

There are two inherent deficiencies in buying a diamond in this manner.

Firstly, the process itself is based on the diamond grading report – usually a GIA report.  It is wrong to assume that a GIA diamond grading report conveys the most important aspect of what a diamond is all about – what the diamond really looks like.  In reality, this is a very significant misperception amongst diamond buying consumers.

To illustrate my point, here are two actual un-retouched photos of two different diamonds:

The diamond below is typical of what the internet shopper buys based on the GIA report. This diamond is a 1.70 carat Cushion Cut.

The GIA report looks great as this diamond meets the proper depth and table proportions. Additionally, it is graded by GIA as “Excellent” Polish and “Excellent” Symmetry.

Despite these “paper” qualities, the diamond is severely lacking the “fire” and “brilliance”and”scintillation” that makes a diamond beautiful. This diamond is actually dead and dark in the center.

The diamond pictured on the right is a 1.72 carat Cushion Cut diamond in which the depth and table proportions are also within the “proper” range. This diamond has a Symmetry grade of “Good” and a Polish grade of “Excellent”.

Though it is somewhat difficult to tell in the two photos, I can assure you that this diamond is much more beautiful than the other.  The “faceting” of this diamond creates much more “life” and “brilliance” and “scintillation”.  This diamond appears much whiter and brighter than the other diamond despite the fact that is graded as “I” color and the diamond above is graded as “G” color.

in this example, I guarantee you that the lower graded diamond is much nicer and more beautiful than the better graded diamond.  I know this for a fact.  I have seen both of these diamonds with my eyes.  It is why I am writing this article.

A GIA certificate does not describe the beauty of a diamond on even what a diamond looks like to the human eye.  The GIA certificate is essentially a document of scientific characteristics and terminology that measure minute differences in gradations that, in most cases, are beyond the limitations of what a consumer using his/her human eyes can ascertain without proper conditions and equipment.

While it is true that a “D / Flawless” diamond will undoubtedly be more beautiful than a “M / I2” diamond, It is often the case that a diamond of a lesser grade in terms of it’s GIA grading may be as beautiful or perhaps more beautiful than a diamond that has a “better” GIA grade.  This is particularly true in the case of fancy shape diamonds where the color and clarity grades have little significance to the overall appearance of the diamond.

The second deficiency of the online buying process is that the internet consumer is often searching for the lowest price as opposed to understanding that a diamond is supposed to be about the beauty and scintillation of something that is extraordinary and exceptional.

Whether searching Blue Nile or another online diamond site, without the ability to see and understand the subtle differentiations that make one diamond more magnificent than another diamond, it is easy to fall into the trap of searching only for low price with no understanding that “Value” is something different from low price.

Buying a diamond simply based on lowest price is similar to buying a $5.99 bottle of Cabernet Sauvignon!  This is not to say that one must pay $50.00 or $150.00 for a bottle of wine.  I do know, from experience, that there are very good bottles of wine that can be purchased for $15.00 to $25.00.  I also know that the $5.99 are, for the most part, going to taste bad and will not be enjoyed nearly as much!

In my  wholesale business I often ask this question to retail jewelry store operators: “What sells better in your store?  .  . The low price diamond?  .  . Or the nice diamond?”   The answer is almost universally  “The nicer diamond!”.  I agree with this answer.

I know from experience that a diamond consumer –  when given the opportunity to learn about diamonds and see diamonds with his/her eyes –  will almost never purchase the lowest price diamond and will, in many cases, choose the most expensive diamond!

Getting back to the subject title of this post, I do not have a problem with Blue Nile or other internet diamond sites.  Honestly, I was a supplier to the company that grew to be Blue Nile. I have also supplied James Allen and other internet diamond companies.

On the subject of internet diamond companies, I have a story that my mind will never let me forget.  I was in the process of “getting into” an internet diamond company when the person on the operating end of the internet business asked me the following question:  “How good are you at playing the game?”  I knew what he meant but I asked him to clarify.  He made it clear to me that the internet shopper only looks at the first page or two of diamond data.  These are the diamonds that are the lowest price diamonds.

He and I both understood that the “game” was all about giving these buyers diamonds with “issues” that make them inexpensive. With a wink and a nod, the conversation was an affirmation that the internet shopper does not understand any more than that of low price  and that the idea was to give such a shopper what they are looking for.

Whether it is Blue Nile or any other internet site, a consumer must understand that Blue Nile is simply providing a list of diamonds and diamond data that the consumer will never fully understand. The consumer must understand that Blue Nile is simply an intermediary web operation company that, in most cases, doesn’t know or care what any particular diamond looks like. They simply showcase a database of diamonds, collect your money and then arrange for the diamond to be shipped to you. Their interest is in making an additional internet sale and not in making sure that the consumer/buyer is acquiring a beautiful diamond.

It is possible to buy a beautiful diamond from Blue Nile or any other web diamond seller.  Most importantly, the consumer should question why similarly graded diamonds on Blue Nile are priced 20% or 30% or more than 50% higher others of the same GIA grade.  After all, it is the same seller who is selling the diamonds!  The consumer must understand that low price usually means a diamond that is not as beautiful as another diamond – and, in some cases, a diamond that is not beautiful at all.

Perhaps you are happy drinking that $5.99 bottle of wine!  Or perhaps you understand that low prices are just that and there are reasons why the price is low.

I offer these two bits of advice.  Go to a jewelry store and see what I am talking about. Buy with your eyes and not with your mouse.  And if you insist on buying with your mouse, understand that low price usually means a trade-off in terms of beauty.  Understand that “value” is a matter of quality and beauty in relation to price.

The purchase of a diamond is one of the most significant purchases of a lifetime – and one that you will enjoy for many years and  hopefully a lifetime!  Make it the right diamond.

 

 

 

NEIL REIFF

The Right Diamond at the Right Price.

Since 1994, N D Reiff Company has used the tagline “The Right Diamond at the Right Price” in many of our promotional materials – whether it be a business card or in industry advertising materials.

To me, this is not just a tagline for advertising purposes.  It reflects a commitment in each and every unique diamond that I acquire and that I offer to the jewelry trade/consumer.

This commitment to “The Right Diamond at the Right Price” is more significant today than at any time over the past 25 years.  This is because the industry is flooded with ugly diamonds.

The issue of ugly diamonds has many dimensions. The most common issues are as follows:

1.) OVER-GRADED GIA REPORTS. This is particularly obvious within the  “SI”  (Sightly Imperfect) categories where the majority of diamonds contain black carbon or other large inclusions that are visible to the naked eye. It is also a factor in many “VS” graded diamonds.  A diamond with a black inclusion or a major inclusion may be valued at up to 15% – 40% less than a diamond of the same GIA grade without such an inclusion.  The pricing differential is dependent upon the size and placement of the carbon inclusion.  A diamond with a black carbon inclusion is almost always not the right diamond.

2.) MILKY DIAMONDS. These are diamonds that are “cloudy” and “milky”.  Many will say that the diamond looks “sleepy”. Though the diamond may be represented by  a somewhat “clean plot” on the GIA report, a milky or cloudy  diamond will be severely lacking in luster and brilliance –  the characteristic for which a diamond is valued.  This is usually not apparent by looking at the GIA report. Milky diamonds will usually be priced at 20% -50% less than a similar graded diamond that is not “cloudy” or “milky”.  A milky diamond is never the right diamond.

3.) TINGE DIAMONDS. Some diamonds may exhibit a gray or green or brown color tinge.  While this is sometimes indicated on the GIA grading report it is most often not noted on the GIA report. Diamonds that have a color tinge exhibit shades of color beyond the normal scope of GIA color grading which evaluates the overall whiteness of a diamond in terms of gradations of yellow. For example, a diamond may be a “H” color in terms of the GIA grading scale but may exhibit a shade of grayish or greenish or brownish tint.  This color tinge greatly effects the overall brilliance and lustre of a diamond. Such diamonds may be 20% to 50% less than a diamond that does not exhibit a color tinge.  A tinge diamond is never the right diamond.   

4.) FLUORESCENT DIAMONDS.  Fluorescence is perhaps the most misunderstood designation on a GIA grading report.   In most cases, faint or medium fluorescence will not impact the overall beauty of a diamond but will have some impact on pricing.  The designation of Strong or Very Strong fluorescence will, in many cases, effect the lustre and brilliance of a diamond and should will have a significant impact on the price of a diamond usually in the range of 15% to 35%.  A fluorescent diamond must be evaluated on a case-by-case basis and should be avoided in cases where it effects the lustre and brilliance.

5.) CUT.  There is perhaps no other GIA grade characteristic that is as misunderstood at the Cut grade. It is my honest opinion that there is very little difference between the GIA cut grades of Excellent and Very Good.  For this reason the price differential between these two grades is minimal. There is, however, a significant difference in beauty and pricing for a diamond that is grade as good (or fair or poor). This may be in the overall cut grade or in the polish or symmetry characteristics noted on the report.  A good cut grade may be 10% to 40% less than a similar diamond that is Excellent.  A cut grade that is below Very Good cut should be avoided in most cases.  

6.)  PROPORTION RATIOS.  This issue of proportion ratios is particularly significant with regard to fancy shape diamonds.  It is applicable to all fancy shapes as it refers to proportion ratios.  These ratios affect the overall dimensions of the diamond as well as the optimal light refraction of a fancy shape diamond.  For instance, the ideal proportion ratio of an Oval diamond is 1.35 to 1.45. A diamond that is 1.30 or 1.50 is still a “nice” diamond in most cases although the price of such a diamond should be slightly less expensive.   With regard to a diamond that is significantly outside of the preferred ratio, the Rapaport Diamond Report notes this comment with regard to fancy shape diamonds:  “Prices for fancy shapes are highly dependent on the cut (meaning proportions, ratios, etc.).  .  . Off-make, poorly cut fancies often trade at large (price reductions) and are (not desirable) .”   A poorly proportioned diamond is never the right diamond.

There is not a day that goes by in my office in which my discussions with retail jewelry store managers/owners/diamond sellers do not touch upon the relationships of diamond qualities and diamond prices.  These conversations usually go three different  ways:

For instance, today a retail jeweler was in my office looking for a diamond for his consumer customer who previously purchased a diamond from another retailer. His customer wants to upgrade the previously purchased diamond because it has “no life and no brilliance”.

I had the opportunity to see the diamond and I agree with the customer.  The customer purchased  a “Milky” diamond and now has regret.  Unfortunately the customer will now be paying more money to have a “nice” diamond.  Even worse, not only is the customer purchasing a new diamond in place of their earlier mis-taken purchase, the customer is now stuck with the diamond that was previously purchased as the disreputable retailer will not allow their customer to “upgrade” the diamond!

An additional conversation that I often have with diamond retailers goes like this:
“What is more salable in your store?. . . Low price OR a nice diamond??”.

To be perfectly honest with the reader (You), the typical answer to this question depends on the respect and integrity of the person that I ask. The diamond seller/retailer who is highly regarded whether on Yelp! or by community reputation will almost universally tell me that when given a choice and actually viewing diamonds, the buyer will choose the nicer and more expensive diamond.  Unfortunately, many mass market sellers tend to believe that low price is more important than quality.

The third conversation deals with the impact of the Internet on the diamond business.  Sure, the internet has impacted the diamond business at every level of the industry. Many people believe in Internet nirvana and believe that there is no reason to leave their computer screens.  These buyers never take the time to understand that a diamond can truly be something that is the essence of natural beauty.  These buyers look to the internet in which people are in search of lowest price – without understanding the meaning of value!

As one who has been art of the “diamond trade” for a lifetime, I understand that my industry serves many different “markets’ within the market.

On one hand there are diamond sellers/retailers/consumers who only believe in selling/buying cheap diamonds.  Whether this is because selling cheap (ugly) diamonds allows them to make a larger profit or because they believe that their clientele only understands low price, it is these such buyers who end up in the first category which I have described above.

On the other hand, the bottom line is this: The diamond buyer should buy “The Right Diamond at the Right Price”.

So, a diamond consumer will ask: “How do I know if it is the right diamond?”.
To that question I do not have an easy answer.

But I do know that it is my mission and my commitment to make “The Right Diamond at the Right Price” available to the market.

 

The Right Diamond at the Right Price.

 

 

Neil Reiff

 

How to Buy an Engagement Diamond In 10 Steps

How to Buy An Engagement Diamond in 10 Steps

  1. Do I have to/want to/need to get engaged/married?
  2. Do I have to/want to/need too get an engagement ring?
  3. Do I have to/want to/need to purchase a diamond engagement ring? Or perhaps a different precious stone (Ruby, Sapphire, Emerald)? Or perhaps a synthetic diamond?
  4. What shape diamond do I prefer? Round? Cushion? Princess? Radiant? Emerald Cut? Marquise? Pear?
  5. How big of a diamond do I want to/have to/need to purchase?
  6. Do I need a certified diamond? If so, GIA? AGS? ForeverMark? EGl? IGI? Or some other certification?
  7. What color and clarity diamond should I buy? Or need to buy?
  8. What about Polish and Symmetry and Cut Grade and all this other stuff?
  9. How much money will this cost?

You are most probably like everyone else in the same situation.

You know you love this woman and want to make a commitment to spend your lives together. But like everyone else you are at the WTF moment!

You do some research. You do more research. And more.

The more you think you begin to know, you realize that you don’t know much. And then, when you think that you do, I promise you that you don’t.

Perhaps you have shopped the Internet.

There are many Internet sites. On just one such site, after determining you want to buy a 1.00 carat round diamond, your search results produce 10,515 round diamonds between 1.00 carat to 1.10 carats. The prices for these diamonds range from $28,037.00 down to $3,045.00.

The lowest quality – J/SI2 – is still a good quality compared to the I2 clarity that you saw at the mall!

You do some more research. And more.

You determine (perhaps rightly so) that you should buy a 1.00 carat round diamond that is GIA certified – “H” color, “VS” clarity.

Within your newly refined criteria, the same Internet seller lists nearly 500 1.00 carat round diamonds graded  “H/VS”.  The prices range from $8,895.00 down to $4,112.00. (At this point I must add that the typical Internet shopper, unlike me, sees the prices range from $4,112.00 up to $8,895.00 – but chooses only to remember the $4,112.00 price!)

It turns out that the same Internet seller has a 1.00 carat “H/VS2” diamond for $7,692.00 and a 1.00 carat “H/VS1” for $5,633.00. A better grade – a “VS1” compared to a “VS2” for 27% less!!

Isn’t a VS1 supposed to be more expensive than a VS2?  Perhaps it is the difference in make – or the cut?  But NO, both diamonds are Ideal cut!

You say “WTF? I am really confused!”

Why is one identically graded diamond with the same certification twice as expensive as another diamond of the same grades?

How is it possible that a diamond with a lower certification grade from the same laboratory can be more expensive than a higher or better graded diamond?  Conversely, the “better” diamond is “cheaper”!

YOU SHOULD BE CONFUSED!

Do you know what a crown angle is?
Do you know the difference that a 32% crown angle makes compared to 36.5%?
Do you understand the difference between 58% depth and 63.5% depth?
Do you know the difference in appearance between a 56% table and a 62% table?
Do you know the millimeter diameter of the diamond with a 58% depth may be considerably larger in size than a 62.5% depth – even though both are excellent cut grade?
Is the inclusion minor or major?
Are there multiple inclusions?
Are the inclusions black carbon or white? Pinpoints? Or Feathers? Or Crystals?
Are the inclusions in the Table? Or the Crown facets? Or the Star facets? Or visible only through the Pavilion facets?
Are the inclusions visible to the naked eyes or only under magnification?
Is that 10X or 20X magnification?
Is it back light magnification or top light magnification?
Is the diamond fluorescent? Strong, Very Strong, Medium, Faint or No fluorescence? Blue? Yellow? White?
Is fluorescence a good thing or is it bad? GIA studies say it is good. The Internet says it is bad.
How can a diamond have a cavity?
What is a natural?
Are there any color tinges? Gray? Brown? Green? Pink?
How is it that a SI grade inclusion can be nicer than a VS grade inclusion?
How is it that a SI clarity grade can be more expensive than a VS grade diamond of the same color?

There are perhaps a hundred of these elements that make up a diamond.

These are just a few of the things that determine the overall beauty and value and price of a diamond.

And then you ask yourself, “Am I sure she wants a Round diamond?

“Perhaps I should look at Pear Shapes or Ovals or Cushions or Emerald Cuts.”

And “Maybe I need a better color in a fancy shape because fancy shape diamonds show color differently than a round diamond?”.

And “Maybe I need a better clarity because a VS inclusion can be more easily seen in an Emerald Cut or some other shape than in a round diamond?”.

And then you get to a whole other element.  A Squarish Cushion Cut or a Rectangular Cushion Cut?  A Modified Cushion Brilliant or a Cushion Brilliant?

Or perhaps it is an Emerald Cut in which case you are asking, 1.40:1.00 ratio or 1.25:1.00 Ratio? Or perhaps 1.55:1.00?

By this time I hope that you realize that you can research all you want. The more you know the more you should understand that you really don’t know much.

Like you, I have played doctor for myself. You look up your symptoms on the Internet when you think maybe you are ill. I’ve been there and done that! I have also learned that after not healing for two or three weeks that I felt healthier in just one day after going to the doctor and getting a prescription.

The same is true with your local professional jeweler. Chances are that he or she has been at this a good bit longer than you have. Chances are that he understands that a diamond is about something special and something beautiful that cannot be accurately described and detailed on a gemological grading report.

He or she understands that a diamond is about something visual – something that must be seen with one’s eyes. It is not about a piece of paper.

When you are ready to admit that you really have no idea what this is all about, remember that if it was just about the lowest price, this would have been an easy mission – but it is about the diamond!

There are a multitude of reasons why two diamonds of seemingly the same grading characteristics are vastly different in price – sometimes by 50% to 100% even from the same seller.

I can assure you that the more expensive diamond is more expensive because it is a more beautiful diamond. Conversely, the lower priced diamond is likely to be less beautiful – even though the piece of paper says they are similar.

Put your trust in someone who has knowledge. Let this person be your guide.

Chances are that the jeweler will also be able to give you advice with regard to the next step. After all, a diamond is just the diamond!

What about the mounting?

Halo mounting? Traditional solitaire? Baguettes? Trillions? Trapezoids? Three-stone?
Platinum? White gold? Yellow Gold? 14K? 18K?

What about the ring sizing? The future safety checks? The future repairs?  The updated insurance valuation and appraisal?

I have made mistakes buying things online. I have fallen for the bad advertised deal. I have gone for the lowest price only to find out that I have been ripped-off with inferior substandard quality.

A diamond engagement ring should not be a mistake.

 

STEP 10.  Go to your local jewelry professional.  Ask for his or her advice.  And remember, he is not more expensive than the internet. Unlike the “Chat” person or the voice at the other end of the Internet who has no real “visual” knowledge of any of the diamonds you are referring to, the jeweler knows that a diamond must be seen and selected with your eyes and not a keypad.  He is just trying to provide you with a beautiful diamond – and that is something more than the lowest price.