We recently wondered how to intelligently purchase a diamond. There's so much information out there, what was right? We went to a friend of ours, Raviv Grinberg, who's responsible for the direction of three jewelry stores in Key West and eight stores in the Bahamas. With a lot of years of experience in the diamond trade, we knew Raviv would have the answers.

Q: What are the diamond-buying basics that everyone should know?
A: Know your four "Cs": cut, color, clarity and carat weight. While size, color and clarity define the quality of your diamond, it is the cut that defines the brilliance. Stones with identical size, clarity, color and shape may nonetheless differ in price by as much as 40% because of the cut.

Q: Are diamonds still one of the ultimate investments?
A: Especially in the current economy, Yes! Any diamond appreciates in value every year. And the superior diamonds like "Hearts on Fire" and "Crown of Light" actually appreciate much faster.

Q: Wow­ well, what are those and where do I find one?
A: First let's define a standard cut. A round stone cut by the industry standard will have 58 facets and will have been "cut" with precision instruments at 10X magnification. The "Hearts on Fire" exists because of technology developed by NASA­ it has earned the title "The Worlds Most Perfectly Cut Diamond" because it is "cut" under 100X magnification using tools developed for the space industry. A "Crown of Light" diamond is the only stone in the world cut with 90 facets, far more than the standard cut. Think of these facets as tiny mirrors, both deflecting and reflecting the light.

Q: Why would I want one of these new cuts?
A: In each of these special stones, captured light is directed to the center of the stone and is then bounced out of the diamond in a burst of white light, making the diamond appear more brilliant than any other diamond of equal color, clarity and carat weight. We've already discussed how great an investment these stones are financially but let's consider another point­ sentiment. If you're purchasing a diamond as a gift for a special occasion like an engagement or anniversary, don't you want it to be unforgettable? Don't you want it to immediately become an heirloom of the future, passed down with love and a great family story through generations?

Q: So, I guess I need to come see you, huh?
A: That would be wonderful, and don't forget to tell your friends to pick their jeweler wisely. Please, avoid the Internet. Why would you consider making an investment of this magnitude in something you haven't seen, held, or had appraised? Most websites don't even own the diamonds they are advertising­ they merely serve as a clearing house. No "brand" diamonds are even sold legally online, so any you may find there are either copies, secondhand, or stolen.

Q: I didn't know that­ thanks for the info! What else should I know about choosing the right jeweler?
A: A store with numerous locations purchases their stock in volume and can offer you the widest selection at multiple price points plus distinctive personal service. If those locations are international, all the better. You can intelligently compare both the Four C's and the Brilliance of the diamonds you are considering because the stones you'll be choosing from represent the widest selection in value and appearance. You'll get an appraisal. You'll get a warranty. That's just smart shopping.
Well, I learned a lot during my conversation with Raviv. I feel confident enough now to make the diamond purchase I've been dreaming of­ a nice solitaire for my sweetie...