When selecting a diamond, customers need to be able to look, feel, touch, and compare diamonds side by side. It’s key when selecting the right diamond to compare each diamond with the naked eye to look for and verify specific attributes and flaws.
Fire, sparkle, light … these are qualities that are impossible to verify without visual inspection. We always stress to our customers that they are buying a diamond, not a certification. Every diamond is different, and not all stones with the same color, clarity, cut, and carat weight will look the same in person. Retailers outshine online options by providing opportunities for close appraisal.
Clarity is a perfect example of how important it is to inspect a diamond with your naked eye. Because clarity is a range, two diamonds, both graded SI1, could look drastically different when compared side by side. For example:
- One diamond could be perfectly clear. (That’s the one you want!)
- The other might have a black inclusion right in the center, or it might have a white inclusion that’s hidden by a prong or bezel which you clearly can only view in person.
This is an important distinction and a great value point for the customer. In addition to selection and guidance, a retailer like Beard’s can offer bespoke customer service that’s impossible online, because it’s born from a relationship. It’s priceless to be able to work with a trusted, knowledgeable and passionate diamond expert who is familiar with your diamond, your setting and – most importantly – your personal taste.
Our diamond experts will be with you every step of the way – providing guidance and assistance during the purchase of your engagement ring and future purchases such as the wedding bands and anniversary gifts. Beard’s has served the North Florida community for nearly 33 years, and we are always working to improve the customer’s – your – experience.