Buying Diamonds

Cut. Color. Clarity. Carat Weight.

For a first-time buyer, you might as well add Complicated to that list. Don’t worry, we’ve got you covered. Rest assured, beautiful diamonds can fit almost any budget. Plus, by knowing a thing or two about the 4Cs, you’ll be able to shop smarter and most likely score a better value.

Check out the following topics to get started:


Or search for an AGS-certified jeweler near you who can answer your questions and give you advice. Our member jewelers are trained and certified to help new buyers, and they’ll happily teach you everything you need to know.

Note from the AGS Laboratories Rock Stars: Ask your American Gem Society jeweler to show you how the diamond performs (or sparkles) in a range of lighting conditions. A well-cut diamond will sparkle no matter what kind of light it is in.

Buying a diamond can be intimidating. Finding a beautiful diamond is easy; finding the right one for your taste and budget is more of a challenge. Unless you are a skilled gemologist, how can you know, beyond a shadow of a doubt, that the diamond you are considering is truly a quality one? After all, diamonds are expensive. You want assurance that the quality you’ve paid for is the quality you are getting.

The good news is that by following just one important step, you can have complete peace of mind about your diamond purchase. Simply ask your jeweler for a diamond that comes with a report from the laboratory with the highest standards of diamond grading — The American Gem Society Laboratories.

It’s that simple. 

Visit Find a Jeweler to see our list of knowledgeable and reputable retailers.