How to Buy a Diamond

Shelley’s Smart Tips

The most important factor of the four C’s is Cut. All the sparkle comes from a well-cut diamond. A good rule of thumb is to buy only from a dealer who can explain the difference in cut and how drastically it can affect the price.

Be sure to select a diamond with a Clarity grade of SI or better so that she will be proud to show it off. A fine SI diamond will have as much brilliance as a diamond graded Flawless.

Women can usually perceive subtle color differences. You should choose a diamond that shows no color when worn. In a mounting this may be as low as J color or as high as G color. It all depends on the body color of the diamond and how that color responds to the cutter’s skill. The wise shopper will buy only from a knowledgeable diamond expert who will show you, in person, what will happen to the color when it’s married to the mounting.

While the engagement ring is most important piece of sentimental jewelry in a woman’s collection, it’s important to consider buying a diamond that will be ideal for your lifestyle, not just today, but far into the future. For that reason, many grooms find the "two-month salary" guideline a good tool in determining the price range for a diamond. Buy the ring you can afford, but keep in mind that most couples outgrow their socio-economic within a few years. The "two month’s salary" guideline takes that into consideration.

Be sure you buy from an established and reputable jeweler, one who offers an array of features to enhance the value of your purchase: appraisal grading reports, written guarantee, return privileges, available financing, free sizing & cleaning, a lifetime warranty, and lifetime security inspections.

"Unlike the chain stores, we don’t have buyers who purchase diamonds by the thousands. Instead, our gemologists reject thousands of diamonds to hand-select the ones with perfect value. With 30 years of experience, we’re experts at all aspects of buying diamonds... but we absolutely never buy a diamond without actually looking at it with our own eyes."

What is the single most important element of buying a diamond? The amazing reaction you get from your loved one. It’s not the actual diamond itself, but the reaction that really matters.

One person, Sharon Grady, discovered Shelley's almost by accident:

"I found Shelley’s walking through Hendersonville’s downtown. Our daughter said they had a great reputation. I was immediately impressed by Shelley’s range of merchandise, "Something for everybody," our daughter said. "from inexpensive to high end and antique." Sharon especially likes the way Shelley’s sales associates are so aware of people’s tastes, and of each customer’s unique preferences.

An especially memorable gift for me was the anniversary ring my husband purchased from Shelley’s. "I’d never had a wedding diamond " took us three tries to find it!" says Sharon. "And now it’s one of my most treasured pieces." Did Shelley’s make her husband look like a hero? "Oh, my word, are you kidding???" she laughs.

-Sharon Grady

No two diamonds are alike. The jewelry industry attempts to evaluate a diamond based on Cut, Clarity, Color, Carat. However, the grades themselves do not dictate whether the diamond is truly remarkable enough to attract attention. You need to see the personality of each stone with your own eyes, under good light, to truly find the subtle interplay of factors.

Men try to reduce diamond buying to a set of numbers and then hope they can apply that to buying a diamond on the Internet. The problem is, photos on a website can be enlarged or artificially enhanced. Lighting can be manipulated. And you will never know if the diamond you see on a website is the diamond you really get.

"We simply do not play with pricing. We don’t run sales every weekend to lure you with artificial discounts; we price each piece FAIRLY based on its value. And in the end, that price is usually less than others’ so-called sales price."

Stan Shelley, Owner/President

It’s a journey from loose diamond to perfect gift. We’re honored to take that journey again and again until you find the ideal gift. We provide the finest diamonds, custom designs, and the region’s most experienced jewelers. But most of all, we’re experts at creating diamond gifts that turn into the perfect memories.

We promise our diamond necklaces, earrings, diamond bands, and engagement rings will be among the finest you can buy.