A: Shakespeare said it best… “A rose by any other name would smell as sweet”. Meaning in this scenario the only things a designer name will add to a standard 58 facet round diamond are a fancy title, and usually a much higher price! Many jewelers choose to sell brand name traditional round diamonds because they hope they can convince the average customer that the branded diamond is somehow superior to the one that’s not. The cutting houses promote their branded diamonds by giving jewelers special incentives and advertising tools to build this misconception which in turn makes both of them more profit. One will see most brand names applied to ‘ideal cut’ round diamonds because with modern cutting technology nearly any cutter can achieve exceptional proportions, so each cutter must make their ‘ideal cut’ sound more appealing than the other guys ‘ideal cut’. The best advice is to ignore the sales spiel and name of the product. Instead compare universal quality aspects such as cut proportions, clarity, color, and cut grades, polish, symmetry, and fluorescence making sure everything is ‘apples to apples’ i.e. nearly identical. Preferably the compared stones should be graded by the same lab, and make sure it’s a recognized and accurate lab such as GIA. The ‘ideal cut’ GIA certified round diamonds I carry are not branded because this saves our customers unnecessary expense. I tell my customers jokingly “I’ll help you choose the perfect diamond with qualities that are important while saving you money by not selling you one with a fancy and useless title. Once you get it home feel free to call or name it whatever you want which won’t make it any different than the one with the fancy title you could’ve bought at my competitor for 20% more.” Lastly keep in mind that not all cutter branded diamonds are smoke & mirrors IF the proprietary title pertains to a patented or unique fancy cut such as a ‘Radiant Cut’ etc., or if the diamond has special attributes such as it’s a Canadian mined free trade & conflict free stone.
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