Introduction    the 4Cs + one

We at stuart moore decided not to reinvent the wheel in attempting to bring you the best information on the traditional 4Cs, cut, color, clarity or carat weight, but have added a 5th C, ‘certificates’, for reasons we hope you’ll find interesting and helpful.

For over thirty years we’ve been admirers of the Gemological Institute of America (GIA), which has trail-blazed its way to become the world’s most respected gem-grading laboratory. They defined the term ‘4Cs’ in the 40s and ´50s and constantly update exhaustive amounts of data on that subject and everything else about diamonds.

This means there’s no purely gemological information we could give you that they’ve not already done better than we could hope to do. That is one reason that stuart moore uses only GIA gem trade laboratory reports (certificates) for every diamond we sell (over a half-carat).

The GIA’s non-involvement in the buying or selling of diamonds means they take a professionally independent, hands-off approach to the business side of diamonds. This, in our opinion, is great, but leaves a few important gaps in the information a prudent buyer needs.

The two gaps we think are critical for you to understand are covered in our ‘compare’ and ‘size versus weight’ videos as well as ‘certificates’ in this education section of our site. Sometimes complex issues are easier to understand through images and other times through the written word.

In this educational section, although using words and opinions which are ours, we take purely gemological data (and charts) from publicly available GIA information. Where technically appropriate, we quote the GIA verbatim. We believe the distinction between who is making each statement is clear but, should there be any confusion as to who is speaking, assume it is us, so the content is our responsibility alone.

If, after taking in all our information, you decide to visit us to compare several diamonds, side by side before buying, click on ‘free hotel offer’. We’ll do our bit to ensure you not only get the most beautiful stone at a super price but also have a romantic experience you’ll always remember.