If you are thinking about owning a diamond, be it a solitaire or a piece of jewelry set with diamonds, you are entering an enchanted world of romance, intrigue, legend and history that was once reserved for kings and emperors. Until a century ago, only the wealthy could afford the luxury of lavishing themselves with diamonds. Fortunately, since the discovery of large deposits in Africa and throughout the world, diamonds are now available in a variety of sizes, shapes, colors, and affordable price ranges.

Why a diamond?
The reasons for buying diamonds are as different as the people who desire them. Through the years, diamonds have provided fulfillment for emotional and practical needs. They are sought after as gifts, status symbols, tokens of romance and even as long-term investments.

Diamonds are beautiful. Their exquisite beauty and mystique provides us with an outward expression of love for "that special one". They create an aura of success and inspire feelings of pride.

Diamonds are durable. A diamond is the hardest substance known to man. Because of this fact, it is resistant to deterioration or deformity and its beauty will be enjoyed for many generations.

Diamonds are rare. Although there have been new discoveries of gem diamond resources, the supply is still limited. It is a fact that larger diamonds are increasingly harder to come by; when 250 tons of ore are blasted, crushed and processed, chances are there will only be one carat of rough diamonds recovered. And, only 20 percent of all rough diamonds are suitable for cutting into gem diamonds.

Diamonds retain value. While diamond prices may fluctuate with economic conditions, even after years of being worn and enjoyed, a diamond retains value.