Diamond Education and Videos

We take great pride in being your trusted jeweller and believe in educating you and answering any questions you may have about the product you are buying. If you have any questions or comments please get in touch or book a personal appointment to learn more about diamonds!

Contact us to book a free consultation call us at (204) 951-7040 to talk to an expert. The search for your dream ring ends here!

Why our Diamonds are Special

Each diamond is carefully reviewed for its quality so that you receive only the best and brightest for your budget. We specialize in diamonds that are graded by the Gemological institute of America (G.I.A) and the American Gem Society (A.G.S) . The G.I.A and A.G.S. are widely known as the gold standards in grading diamonds, as they offer the strictest possible grading of a given diamond.


Ethically Sourced Diamonds

We have a strict a zero tolerance policy towards conflict diamonds. We deal only with the industry’s largest and most respected diamond brokers who follow the Kimberly Process. The Kimberly Process is an international process adopted by the United Nations to track the flow of rough diamonds from the mine, assuring they are conflict free. The American and Canadian Custom Services actively enforce the Kimberly Process requirements.

How to choose a diamond

Quick (4 minutes)

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In Depth (10 minutes)

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The 4C's

The quality of a diamond is evaluated based on 4 categories: colour, clarity, carat and cut


Diamonds are evaluated based on their absence of colour. The rating begins with D representing colourless and goes down to Z as the presence of colour increases.

For maximum brilliance we recommend no less than near colourless (I and up) as anything lower may manifest to the naked eye as a visible tint.

*fluorescence: G.I.A. diamonds receive a fluorescence rating which refers to the amount of visible light a diamond will emit when under UV rays. Anything more than a fair grading will emit murkiness under certain lighting. I recommend any diamond you purchase has little to no fluorescence.

colour scale

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A diamond’s clarity refers to the number and size of small particles, blemishes and impurities inside of a diamond (inclusions) that may impact its appearance. We insure that our diamonds are totally “eye clean” so that you will not see any visible inclusions when viewing your diamond when worn on the hand.

We recommend diamonds with a clarity of SI2 and greater so long as there are not inclusions visible with your naked eye from the top.

Clarity scale

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We believe that this is the most important of the 4 C’s as it is most responsible for a diamonds sparkle and brilliance. Although the G.I.A. gives a single final cut grade to diamonds, this grade is actually made up of 3 categories: cut, polish and symmetry.

A diamond that receives excellent grades in all 3 categories is known as a triple excellent diamond. It is our professional opinion that you should settle for nothing short of excellent in all cutting categories. Some diamond laboratories other than the G.I.A. use the terms Ideal Cut and Hearts and Arrow referring to their best cuts.

To substantiate the quality of the cut, we also review all of the proportional measurements of the diamond such as table size (as a percentage of the diameter), the depth, the girdle thickness, the crown and pavilion angle. These are all crucial factors in insuring that your diamond will look brilliant under all levels of light, not just those of the jewellery store!

Princess, cushion and other fancy cut diamond have different standards with symmetry and polish being graded as high as excellent. The G.I.A. does not grade fancy cut diamonds with an excellent cut grade.

cut scale

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diamond anatomy


This describes the weight of Diamonds, not necessarily its diameter. Two diamonds may have the same carat weight but be cut with different proportions so that one appears wider and larger, however this may sacrifice the diamonds proportions making it sparkle much less. Our expert team is always sure to take the proportions and cut grading into account when selecting our fine diamonds.

It is important to keep in mind that for each cut, colour and clarity grade there are parameters, especially for cut. For example an excellent cut can be thought of broken down to 3 different levels. You can have an almost perfect excellent or ideal cut, a very good excellent or ideal cut and a lower excellent or ideal cut. Try to think in terms of getting an “A” in school. An “A” grade of 95 to 100 could be an” A+”, a 90 to 94 be an “A” and 80 to 89 an “A-“. All are beautiful and much brighter then the next lower category “very good”. We make sure that you receive the absolute best and brightest that your budget allows.

Carat scale

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