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Gemology The Mayuri Journal 22 June 2026

How Much Does a Diamond Cost? Price per Carat in 2026

From carat weight to the 4Cs, what truly determines the price
Written by Déborah Baid, Founder · Mayuri ParisReading 25 min8 chapters
Cinq diamants taille brillant de tailles croissantes sur lin crème
What the maison says

What to remember

Two diamonds, one carat each, placed side by side. The first is worth $3,500, the second $21,000. Same weight, same certificate, six times the price. The difference? A single letter on the colour scale, half a clarity grade. The price of a diamond cannot be reduced to its weight; it is the intersection of four technical criteria (the 4Cs) whose combinations create a range of prices that can be bewildering. We will show you how this value scale truly works, and how to read a quoted price.

This article gives you the benchmarks to understand what determines the price of a diamond in 2026, how to interpret price ranges per carat, and how the cost of a 1-carat solitaire is built from the rough stone to the finished piece.

Close-up of a brilliant cut Diamond's facets revealing light dispersion and fire
Close-up of a brilliant cut Diamond's facets revealing light dispersion and fire

The ranges below reflect the 2026 European market for certified diamonds (GIA, HRD, IGI), with excellent to very good cut grades, in round brilliant shape. The prices listed are per carat; the total price of a diamond is calculated by multiplying the per-carat price by its weight.

WeightColor D-F, Clarity IF-VVSColor G-H, Clarity VS1-VS2Color I-J, Clarity SI1-SI2
0.30-0.40 ct$3,000-$4,500$2,100-$3,000$1,400-$2,100
0.50 ct$4,800-$7,800$3,300-$4,800$2,100-$3,300
0.75 ct$6,500-$10,000$4,500-$6,500$3,000-$4,500
1.00 ct$9,000-$14,500$6,000-$9,000$3,600-$6,000
1.50 ct$12,000-$19,000$7,800-$12,000$4,800-$7,800
2.00 ct$17,000-$26,500$10,800-$17,000$6,500-$10,800

A concrete example: a 1-carat diamond, colour G, clarity VS2, excellent cut, GIA-certified, trades between $6,500 and $7,800 on the European market in early 2026. The total price of the diamond is $6,500 to $7,800 (price per carat multiplied by 1 carat). A 0.50-carat stone of identical quality (G VS2) costs approximately $3,800 per carat, or $1,900 in total. That is not half the price of the 1-carat stone; it is considerably less. Rarity grows with weight.

Psychological thresholds (0.50 ct, 1 ct, 2 ct) trigger significant price jumps. A 0.95-carat diamond can cost 20% less than a 1.00-carat stone of identical quality, because the market places a premium on the round number. If your budget is limited, a 0.90 to 0.95-carat stone offers considerably better value than an exact 1.00-carat; visually, the difference is invisible without a scale.

So-called fancy colours (intense yellow, pink, blue) follow distinct markets and can reach prices more than ten times those of a white diamond of equivalent weight. A natural pink diamond of 1 carat can be worth $60,000 to $240,000 depending on the intensity of its colour.

Why Prices Vary So Much from One Retailer to Another

At strictly identical quality (same certificate, same 4C grades), prices for a 1-carat diamond can vary by 30 to 40% depending on the sales channel. A GIA-certified 1 ct, G VS2, Excellent cut diamond may be found at $6,200 through a diamond wholesaler, $8,200 at a mid-range jewellery house, and $11,500 at a luxury maison on the Place Vendôme.

This variation reflects three distinct levers: sourcing (direct purchasing in Antwerp or Mumbai versus multiple intermediaries), the business model (online pure player versus a physical boutique with rent and a sales team), and the margin applied (from 20% at a dealer to 300% at certain historic luxury houses capitalising on their name). We source our diamonds directly from certified cutters in Antwerp and Mumbai, with no intermediaries. This allows us to offer prices 25 to 35% lower than those of Parisian physical retailers at equivalent quality.

Another factor: certification policy. Some sellers offer uncertified diamonds at significantly lower prices. Without a certificate from an independent laboratory (GIA, HRD, IGI), it is impossible to objectively verify the stated colour and clarity grades. The risk of over-grading (a diamond sold as VS2 when it is in fact SI1) is real. We sell only GIA-certified diamonds for stones of 0.30 carats and above; it is the only guarantee of full transparency on what you are purchasing.

Finally, the shape of the diamond matters. A round brilliant (the most sought-after cut) costs 15 to 25% more than a princess cut, cushion, or emerald cut of identical weight and quality, because the round cut generates more waste from the rough stone during fashioning. The so-called fancy shapes (pear, marquise, oval, heart) fall somewhere between the two.

The Price of a 1 Carat Diamond: What Influences the Cost

The 1-carat Diamond is a symbolic threshold and the most sought-after weight for an engagement ring. The price of a 1-carat can range from $3,600 (color K, clarity SI2, second-tier certificate) to $21,600 (color D, clarity IF, Excellent cut, GIA certificate). This range reflects the combined impact of the 4Cs and the issuing laboratory.

Color is the criterion that most visibly affects price. On a 1-carat Diamond, each color grade represents approximately 10 to 15% in price difference. A D-color stone (exceptional white) costs around 40% more than a G (white) and 60% more than a J (nuanced white), at equal clarity and cut. To the naked eye, the difference between D and G is imperceptible for most wearers; it only reveals itself in direct side-by-side comparison against a neutral white background. A G-to-J Diamond set in white gold or Platinum appears white: the metal reflects light and offsets the tint.

Clarity has less impact on price than color, yet remains a decisive factor. Between an IF (Internally Flawless, no internal inclusions) and a VS2 (Very Slightly Included, inclusions invisible to the naked eye), the price gap is approximately 30 to 40% at equal color and cut. An SI1 or SI2 (Slightly Included, inclusions visible under 10× magnification and sometimes to the naked eye depending on their position) costs 20 to 30% less than a VS2. Our recommendation: prioritize a minimum of VS2. It is the clarity threshold at which inclusions remain invisible to the naked eye in 95% of cases, and that is what matters in everyday wear.

Cut is the least understood criterion, yet the most important for a Diamond's beauty. An Excellent-cut Diamond (optimal proportions, perfect symmetry, flawless polish) returns 90% of the light that passes through it; this is what creates fire and brilliance. A Good-cut Diamond (correct but sub-optimal proportions) can lose 20 to 30% of its brilliance, even at high color and clarity grades. The price difference between Excellent and Good is approximately 15 to 20%, but the visual impact more than justifies the investment. We offer only Excellent or Very Good cuts. A Diamond that does not sparkle does not deserve to be set.

Finally, the certificate matters. A GIA-certified Diamond (the world's reference laboratory, the strictest on grading) costs 10 to 15% more than a Diamond of identical grades certified by a lesser-known laboratory (EGL, GSI). This premium buys reliability: GIA grades are reproducible and internationally recognized, whereas certain second-tier certificates systematically over-grade Diamonds. A GIA SI1 may be sold as VS2 by a more lenient laboratory.

Discover our Diamond rings ›

The 1-carat threshold deserves a closer look. Our dedicated guide breaks down every criterion that drives the price up or down.

Everything About the Price of a 1 Carat Diamond ›

How Many Carats for an Engagement Ring?

The question of the ideal carat weight for an engagement ring has no universal answer; it depends on budget, hand morphology, and the desired balance between stone size and quality. In France, the average Diamond weight for an engagement ring falls between 0.50 and 0.80 carats, a compromise between visual presence and an accessible budget ($4,800 to $9,600 for the Diamond alone, G-H VS2 quality).

On a slender hand (ring size 48–52), a Diamond of 0.50 to 0.70 carats already makes a beautiful visual statement; a 1-carat can appear disproportionate. On a broader hand (size 54–58), a 0.80 to 1.20-carat balances more naturally. The choice of setting also influences perception: a halo setting (a crown of small Diamonds surrounding the center stone) visually increases the apparent size of the stone by 20 to 30%. A 0.50-carat in a halo can appear as substantial as a 0.70-carat in a classic solitaire.

Weight is not synonymous with beauty. A 0.70-carat Diamond, color F, clarity VVS2, Excellent cut, will shine more brilliantly and appear more precious than a 1-carat, color J, clarity SI2, Good cut, even though the latter weighs more. Our advice: always prioritize cut quality (Excellent) and a minimum clarity of VS2, even if that means choosing a 0.60–0.70-carat rather than reaching 1 carat by sacrificing these criteria. The eye perceives light before it perceives weight.

Finally, the 2026 trend shows a growing presence of laboratory-grown diamonds (CVD or HPHT) in the engagement ring segment. A 1-carat lab-grown diamond, IGI-certified, color E, VS1 clarity, costs approximately $1,400 to $2,200, which is 70 to 75% less than a natural diamond of equivalent quality. Chemically, optically, and physically identical to natural diamonds (same crystallized carbon composition, same hardness of 10 on the Mohs scale, same refractive index of 2.42), they offer an unbeatable value for those who prioritize size and brilliance over geological rarity.

Choosing the Right Diamond Weight for Your Ring ›

The Price of a Diamond Ring: Beyond the Raw Material

The price of a diamond ring extends well beyond the cost of the diamond itself; it encompasses five distinct components that few jewellers choose to detail: stone sourcing and certification, setting design, artisanal craftsmanship, operational costs, and logistics. We will break down each element using the example of a 1-carat solitaire in 18K yellow gold, to illustrate how a final retail price of $9,400 is actually built.

Stone sourcing and certification. A 1-carat diamond, color G, VS2 clarity, Excellent cut, GIA-certified, purchased directly from a cutter in Antwerp, costs approximately $6,600 at wholesale (2026 pricing). This price includes the GIA certificate (approximately $180 per stone of this weight) and the cutter's quality control. Purchasing through an intermediary would add 15 to 25% to this cost, which we avoid by negotiating our lots directly with three trusted cutters.

Setting design and conception. A classic four-prong solitaire setting in 18K yellow gold (approximately 3 grams of gold) represents a material cost of $220 to $240. The design process itself, encompassing technical drawings, prototyping, and adjustments, requires between 8 and 12 hours of work from a designer and 3D modeller, representing approximately $480 in internal costs. Exclusive settings (proprietary designs, engraved motifs, lateral pave setting) can double this figure.

Artisanal craftsmanship. Setting a 1-carat diamond in a solitaire mounting requires approximately 6 to 8 hours of work from a skilled setter, including loupe inspection of the stone, prong adjustment, final polishing, and verification of the setting's integrity. The hourly rate for a professional setter in France ranges from $60 to $95 inclusive of all charges, amounting to $480 to $720 for this process. Quality control checks, including centring verification, prong resistance testing, and ultrasonic cleaning, add a further 1 to 2 hours.

Operational costs. A fine jewellery house carries fixed costs: premises (we operate without a physical boutique, saving approximately 15% in overheads compared to Parisian retail brands), team salaries (customer service, gemologists, photographers), stock insurance (approximately 1% of annual value), e-commerce platform, and digital marketing. On a ring priced at $9,400, these costs represent approximately $960 to $1,200; an unavoidable reality for any serious operation.

Logistics and guarantees. The jewellery case (velvet exterior, satin interior, magnetic closure), gift packaging, insured delivery, our certificate of authenticity, a 2-year guarantee (complimentary alterations and annual check-ups), and after-sales service represent approximately $180 to $240 per ring. We also offer complimentary resizing within 60 days; this requires additional time from our atelier, a cost we gladly absorb to ensure complete satisfaction.

In total, our 1-carat G VS2 Excellent solitaire breaks down as follows: $6,600 (diamond) + $240 (18K gold) + $480 (design) + $600 (setting) + $1,080 (operational costs) + $216 (logistics) = $9,216, rounded to a retail price of $9,400. The net margin (after all costs) represents approximately 15 to 18%, an honest return for a house that stands fully behind its quality commitments, far removed from the 200 to 300% markups practised by certain heritage luxury brands capitalising on their name alone.

This level of transparency is rare in the industry, but we believe that a purchase as meaningful as an engagement ring deserves complete clarity on exactly what you are paying for.

Natural Diamond vs Lab-Grown Diamond: the Price Gap in 2026

The emergence of laboratory-grown diamonds (CVD or HPHT) has transformed the market since 2018. In 2026, a 1-carat laboratory-grown diamond, colour E, clarity VS1, Excellent cut, IGI certified, costs between $1,400 and $2,100, representing 70 to 75% less than a natural diamond of equivalent quality (which would cost between $7,800 and $9,000).

Chemically, optically, and physically, a laboratory-grown diamond is identical to a natural diamond: the same composition (carbon crystallised in the cubic system), the same hardness (10 on the Mohs scale), the same refractive index (2.42), and the same light dispersion. A gemologist cannot distinguish between the two with the naked eye or under a 10x loupe; an infrared spectrometer or UV microscope analysis is required to identify the growth patterns specific to laboratory production. IGI and GIA certificates explicitly state "Laboratory-Grown" on reports for synthetic diamonds, ensuring complete transparency.

The price difference reflects geological rarity, not intrinsic quality. A natural diamond takes 1 to 3 billion years to form at 150 to 200 kilometres beneath the Earth's surface, then rises to the surface through volcanic eruptions; its rarity is entirely objective. A laboratory-grown diamond forms in 6 to 10 weeks inside a CVD (Chemical Vapor Deposition) reactor or an HPHT (High Pressure High Temperature) press, eliminating rarity and dramatically reducing the price. For a buyer who prioritises brilliance and stone size over the symbolic dimension of natural rarity, the laboratory-grown diamond offers unrivalled value for money.

The laboratory-grown diamond market now accounts for approximately 15 to 20% of engagement ring sales in Europe (2025–2026 figures), with rapid growth among buyers under 35. Heritage jewellery houses continue to resist, but several mid-range brands, including Pandora and Swarovski, have introduced laboratory-grown diamond lines since 2022–2023. We offer both options, GIA-certified natural diamonds and IGI-certified laboratory-grown diamonds, with full transparency on provenance in every case.

One important point to consider: the resale depreciation. A natural diamond retains approximately 50 to 60% of its purchase value at resale (depending on quality and market conditions), whereas a laboratory-grown diamond is difficult to resell and loses 70 to 80% of its value from the moment of purchase, as the second-hand market for synthetic stones is virtually non-existent. If you are considering the purchase as an investment or a piece to pass down through generations, the natural diamond holds a clear advantage. If you are looking for a beautiful stone within a controlled budget and have no concern for resale value, the laboratory-grown diamond is the rational choice.

How to Tell if a Price is Fair

When a diamond is offered at $7,200, how can you tell whether the price is fair, inflated, or exceptionally low (and therefore suspect)? Here are four checks to carry out before buying.

First check: request the certificate. A reputable seller will always provide a certificate from an independent laboratory (GIA, HRD, IGI) for any diamond of 0.30 carats and above. The certificate must state the 4Cs (colour, clarity, cut, carat weight), the exact proportions (table %, depth %, crown angle), and a unique report number. You can verify this number on the laboratory's website (gia.edu/report-check for GIA); the online report must correspond exactly to the paper certificate. If the seller refuses to provide the certificate or offers one from an unknown laboratory, walk away.

Second check: compare prices at identical quality. Use online pricing tools (the Rapaport Diamond Report, accessible to professionals, or public databases such as PriceScope) to compare per-carat prices at identical grades. A difference of 10 to 20% is normal (variations in sourcing and margin), but a gap of 40% or more should raise a red flag. If a diamond is priced significantly below market, either the certificate over-grades the stone (from a lenient laboratory), or the stone has an undisclosed flaw (strong fluorescence, a critical inclusion in the table position).

Third check: examine the fluorescence. The GIA certificate states the diamond's fluorescence (None, Faint, Medium, Strong, Very Strong). Strong or Very Strong fluorescence can reduce the price by 10 to 20%; it can make certain diamonds appear milky under UV light (sunlight, fluorescent lighting), which affects their transparency. Faint to Medium fluorescence generally has no negative impact and can even slightly enhance the perceived colour of a diamond in the I-J range. If a price seems attractive and the certificate indicates Strong or Very Strong, ask to view the stone under UV light.

Fourth check: inspect the cut and proportions. The GIA certificate grades the cut (Excellent, Very Good, Good, Fair, Poor) and also provides detailed proportions: table % (table width divided by diameter, optimal 54–58%), depth % (total height divided by diameter, optimal 59–62.5%), crown angle (optimal 34–35°), and pavilion angle (optimal 40.6–41.0°). A diamond graded "Good" with a table of 65% and a depth of 58% loses a significant amount of light; this is a cutting flaw that justifies a lower price, but it will never compensate for a beautiful colour or clarity grade. Always prioritise an Excellent cut, even if it means stepping down one grade in colour or clarity.

Finally, be wary of "promotions" on diamonds. The diamond market is a highly liquid wholesale market; wholesale prices move slowly and margins are well known. A "40% discount" on a diamond generally means the original price was inflated to create the illusion of a bargain. A reputable seller displays a fair price from the outset and negotiates only marginally (5 to 10% at most on a significant purchase).

The Factors That Drive Prices Up (and Those That Bring Them Down)

Certain criteria significantly increase the price of a diamond beyond the basic 4Cs. Others bring it down without necessarily affecting its perceived beauty. Here are the six factors that influence the final price.

Geographic origin (for fancy colour diamonds). A natural pink diamond from Golconda (India) or Argyle (Australia, mine closed since 2020) commands prices 30 to 50% higher than a comparable pink from Brazil or South Africa, as these origins are historically prized by collectors. For white diamonds, geographic origin has virtually no influence on price; a D IF from Canada costs the same as a D IF from Botswana at equal cut and weight.

Cut shape. The round brilliant (57 to 58 facets, the most popular cut) costs 15 to 25% more than so-called fancy shapes (princess, cushion, emerald, pear, oval, marquise, heart) at identical quality. The reason: the round brilliant generates more material loss during cutting. To cut a 1-carat round brilliant, the rough stone must weigh approximately 1.8 to 2 carats, whereas a princess cut loses only 40 to 50% of the rough. If your budget is tight, a princess or cushion cut offers 20% more visible surface area for the same price.

Fluorescence intensity. A Strong or Very Strong fluorescence reduces the price by 10 to 20% on D-to-H colour diamonds, as it can make the stone appear milky in certain lighting conditions. Paradoxically, in I-to-M colour diamonds, a Medium to Strong fluorescence can actually improve the perceived colour (the blue fluorescence light counteracts the yellow tint), and these diamonds sometimes sell at the same price as a higher grade without fluorescence.

Polish and symmetry quality. The GIA grades polish (facet surface quality) and symmetry (facet alignment) separately. A diamond graded Excellent/Excellent (polish/symmetry) costs approximately 5 to 10% more than a Very Good/Very Good at identical cut, colour, and clarity. The visual difference is subtle yet real under 10× magnification; the facets of an Excellent polish reflect light without micro-abrasions, maximising brilliance and fire.

Inclusion position (for SI clarity grades). Two SI1 (Slightly Included 1) diamonds can differ in price by as much as 15% depending on the position of the primary inclusion. An inclusion beneath a prong or along the outer edge (invisible once set) can justify a price close to VS2. An inclusion in the table position (centre of the stone, visible to the naked eye) brings the price down. The GIA certificate includes a diagram of the stone showing the exact position of inclusions; this is a criterion worth verifying before purchase.

Immediate availability versus lead time. A diamond held in physical stock by the seller sometimes costs 5 to 10% more than one ordered from a catalogue (with a lead time of 2 to 4 weeks). We maintain a rotating stock of GIA-certified diamonds in the most sought-after grades (G-H VS2, 0.50–1.50 ct) to ensure prompt delivery, while also offering access to our Antwerp network for specific requests (fancy colours, IF clarities, weights above 2 ct).

Frequently Asked Questions

What is the average price of a 1-carat diamond?

The price of a 1-carat Diamond ranges from $3,500 to $22,000 depending on the 4Cs (color, clarity, cut, and certificate). A 1-carat Diamond of standard quality (color I-J, clarity SI1-SI2, Good cut) costs approximately $4,200 to $6,000. A superior-quality 1-carat (color G-H, clarity VS2, Excellent cut, GIA certificate) falls between $6,500 and $9,000. A very high-quality 1-carat Diamond (color D-F, clarity IF-VVS, Excellent cut) can reach $12,000 to $22,000. The price per carat rises with total weight, meaning a 1-carat Diamond costs more than twice as much as a 0.50-carat Diamond of identical quality.

How is the price of a diamond calculated?

The price of a diamond is calculated by multiplying the price per carat by the weight in carats. The price per carat depends on the 4Cs: Carat (weight), Color (graded D to Z), Clarity (graded IF to I3), and Cut (graded Excellent to Poor). These criteria are assessed by independent laboratories (GIA, HRD, IGI), which issue a certificate. A 1-carat diamond, color G, clarity VS2, Excellent cut, GIA-certified, carries a price per carat of $6,500 to $7,800, for a total price of $6,500 to $7,800 (1 ct × price/ct). A 0.50-carat stone of identical quality costs approximately $3,800/ct, or around $1,900 in total.

What is the price difference between a natural diamond and a lab-grown diamond?

A lab-grown diamond (CVD or HPHT) costs 70 to 75% less than a natural diamond of equivalent quality. A 1-carat lab-grown diamond, E colour, VS1 clarity, Excellent cut, IGI-certified, sells for between $1,400 and $2,100, while a natural diamond with the same characteristics (GIA-certified) costs $7,800 to $9,000. This difference reflects the geological rarity of natural diamonds (formed over 1 to 3 billion years) versus laboratory production (6 to 10 weeks). Chemically, optically, and physically, the two are identical: same carbon composition, same hardness of 10 Mohs, same brilliance. The distinction can only be made using an infrared spectrometer or UV microscope, and is noted on the certificate.

Why do diamond prices vary so much from one retailer to another?

For the exact same quality (identical GIA certificate, same 4Cs), prices can vary by 30 to 40% depending on sourcing (direct purchasing vs. intermediaries), business model (online vs. physical boutique), and the margin applied (20% to 300%). A 1 ct GIA Diamond, G VS2, Excellent cut, costs approximately $6,200 from a diamond wholesaler, $8,200 from a mid-range jeweller, and $11,400 at a luxury boutique on Place Vendôme. Physical retailers carry high rents and sales teams, adding 15 to 25% in overhead costs. We source directly from Antwerp and Mumbai, with no intermediaries, and sell exclusively online. This allows us to offer prices 25 to 35% lower for equivalent quality.

Does a 0.50-carat diamond cost half the price of a 1-carat diamond?

No. Diamond pricing follows an exponential curve, not a proportional one. A 0.50 carat Diamond of G VS2 Excellent quality costs approximately $1,900 to $2,100 ($3,800/ct × 0.50 ct), while a 1 carat Diamond of identical quality costs $6,500 to $7,800, making it 3 to 3.6 times more expensive, not twice the price. This difference reflects the increasing rarity of higher-carat Diamonds: a rough stone capable of yielding a polished 1 carat is geologically far rarer than a 0.50 carat rough. Symbolic weight thresholds (0.50 ct, 1 ct, 2 ct) also create price jumps; a 0.95 carat Diamond can cost 20% less than a 1.00 carat of identical quality.

Which diamond colour offers the best value for money?

G to H colors offer the best value for a white diamond: visually white to the naked eye once set (especially in white gold or Platinum), yet 20 to 30% less expensive than D to F colors (exceptional white). A 1-carat Diamond in color G, VS2 clarity, Excellent cut, costs approximately $6,500 to $7,800, compared to $10,000 to $12,000 for a D of identical clarity. The difference in hue between G and D is imperceptible to the naked eye for most wearers; it only becomes apparent when directly compared side by side on a neutral white background. I to J colors remain white as well, but display a slight warm tint visible in natural light, making them well suited to yellow gold or rose gold settings, which help mask the nuance.

Should you prioritise carat weight or diamond quality?

Always prioritise cut quality (Excellent) and a minimum clarity of VS2, even if that means reducing the carat weight. A 0.70 carat Diamond, colour F, clarity VVS2, Excellent cut, will shine more brilliantly and appear more precious than a 1 carat Diamond of colour J, clarity SI2, Good cut, even though the second is heavier. Cut determines the light a Diamond returns (its fire and brilliance), clarity ensures no inclusions are visible to the naked eye, and colour influences the perception of "whiteness". A Diamond that does not sparkle is not worth setting. Our recommendation: Excellent cut (or Very Good as a minimum), VS2 clarity minimum, G-H colour minimum, then adjust the carat weight according to your remaining budget.

How can you tell if a diamond is fairly priced?

Four checks to carry out: (1) Request the certificate from an independent laboratory (GIA, HRD, IGI) and verify the report number online on the laboratory's website. (2) Compare prices for identical quality using public databases (PriceScope); a difference of more than 40% should raise a flag. (3) Examine the fluorescence: Strong or Very Strong fluorescence lowers the price by 10-20% but can make the stone appear milky. (4) Inspect the proportions: table 54-58%, depth 59-62.5%, cut grade Excellent. A poorly cut Diamond loses 20-30% of its brilliance even with high colour and clarity grades. Be cautious of "40% off" promotions. The Diamond market is liquid, wholesale prices are well known, and a significant discount usually signals an inflated original price.