The diamond cut is the most important element to consider when buying a diamond. The cut is the biggest factor in creating sparkle and fire, and without a high cut grade even a diamond of high quality can appear dull and lifeless. A diamond cut poorly and too deep can face-up smaller than it actually is.

After diamond cut, diamond color is the second most important characteristic we consider. The highest quality diamonds are colorless, while those of lower quality have noticeable color, which manifests as pale yellow in diamonds.

Diamond clarity is the assessment of small imperfections on the surface and internally. The surface flaws are called blemishes, and internal defects are known as inclusions. These tiny, natural blemishes and inclusions are microscopic and do not affect a diamond’s beauty in any way. Diamonds with the least and smallest inclusions receive the highest clarity grades. 

Diamond carat is often misunderstood and refers to a diamond's weight, not necessarily its size. When comparing diamond carat sizes, we take a diamond's cut into consideration as well: a high-carat diamond with a poor cut grade may look smaller, often cut deeper, than a diamond with smaller carat weight and a better cut.