Our Goal:

To Get You the Best Diamond at the Best Price

It may seem counterintuitive, but the way we do this is by not listing any individual diamonds on our site. The reason? Retailer control. To maximize margins, retailers negotiate restrictive listing agreements—restricting suppliers from listing diamonds with any other retailer. 

Never fear, almost all of these diamonds are still readily available for wholesale purchase within the jewelry industry. That’s where we come in. 

Using our decades of experience, we apply proprietary parameters and algorithms to analyze all available diamonds instantly and continuously. We instantaneously narrow the wide pool of possible diamonds to the select few that meet our standards, and in doing so we find diamonds that present exceptional value for you. 

We stand behind our methodology by guaranteeing that we will match or exceed the quality characteristics of our diamond estimates while also working to come in under budget. You will never pay more than our estimate, even when the diamond we find for you is bigger, better graded, or both!

WHY BE DIFFERENT?

Our background is in making high-end jewelry, specializing in engagement rings. Diamonds and engagement rings are synonymous with one another so the best way to make the perfect engagement ring is to make buying a diamond as straightforward and hassle-free as possible. We don’t maintain a diamond inventory, so we are not subject to the consequences of a fluctuating market or the pitfalls of maintaining inventory as consumer preferences evolve. We have a fixed margin on all diamond sales, so we don’t try to force your search to fit what we already have or push you past your budget—it’s why every element in our ring builder is available to be customized from sizes below 1/3ct to over 3ct. We focus on round diamonds because they are the most popular shape for engagement rings, and their grading reports contain the most information.  

Getting you the best diamond at the best price isn’t our only goal, nor is it the only benefit of our proprietary diamond search. It also allows us to lessen the ecological impact of diamonds. 

Retailers lock the largest diamond suppliers into restrictive listing agreements, in order to maximize margins and reduces market transparency. This hurts consumer choice, but that’s not the only downside. You may already be asking, why would the largest diamond suppliers be content with this setup? This is where the other downside comes in, but first a little context.

Natural diamonds are mined, but the companies that own the mines aren’t the ones that sell their diamonds to retailers or consumers. Instead they sell off the output, in the form of rough, to companies who cut the diamonds and then sell them to retailers – generally known as diamond suppliers. The catch is that these diamond suppliers typically have to maintain a volume quota to keep getting access to the output of the mines. This means that suppliers need to keep pushing newly mined diamonds, whether their inventory is selling or not because if they don’t they’ll be cut off from access to the mines.

So now the picture is clear. Retailers want exclusivity, suppliers need outlets for their constant stream of new diamonds. 

What’s framed as unlimited consumer choice is anything but. Retailers get to list thousands upon thousands of diamonds that others can’t publicly list, and in doing so close the door on a whole other facet of the diamond industry.

Diamond’s are the hardest natural surface, they take millions of years to be created naturally and will outlast their owners for millions more. Because of this, there is a massive secondary market of diamonds and many companies that specialize in recycling, reselling, and even recutting diamonds. These diamonds have a significantly lower ecological impact than newly mined diamonds because they already exist and will continue to exist indefinitely and there are enough in existence for numerous companies to work exclusively with these diamonds.

When considering that natural diamonds take millions of years to form, a diamond that is newly mined is in effect the same age as one that was mined 100 or 200 years ago – someone just happened to unearth the latter first. There is no atomic difference between the two, there were D-Color diamonds in the 19th or 20th century, just as there were Flawless ones. Cutting techniques have advanced, and that’s typically where these suppliers make their profits. Recutting existing diamonds to augment their shape or improve their Cut quality to increase their established value.

Just as with precious metal, we prioritize working with these kinds of suppliers when they have diamonds that fit our customer’s parameters. These diamonds are subject to the same scrutiny as newly mined diamonds, submitted to gemological grading labs where they are assessed and documented in the same ways, but often cost less than comparable newly mined diamonds, while also having a diminished ecological footprint.

By not listing diamonds publicly, we have the flexibility to source from a greater range of suppliers and apply a higher quality requirement because our pool of available diamonds is larger. We don’t have to exclusively push newly mined diamonds out of self-interest and ecological disregard.