Buying a diamond is a very personal experience. Diamonds can be bought to signify love, significant accomplishments, milestones in your life or that of a gift's recipient. Unlike when you buy clothing, electronics, or cars, the features of a diamond may not seem quite so obvious to you. We would like to change that. The more you know about your diamond jewellery, the more confident you will feel when making your diamond jewelry choices. Take a moment to learn more about the 4Cs and find out how they play an important role in making your diamond jewellery unique.