How to Buy Diamonds

At Anania Family Jewellers, we believe choosing a diamond should be an experience, not just a transaction. Diamonds, like cars, evoke different images and emotions for different people. For example, if we say “blue BMW,” one person might picture a dark blue SUV, while another imagines a light blue convertible. The same principle applies to diamonds—everyone has a unique vision of what the “perfect” diamond looks like.

The Challenge of Preconceptions

With so much information available online, it’s easy to form preconceived ideas about what makes a diamond “right.” You may read about clarity grades, colour scales, or carat weights and start to believe there is only one correct choice. But until you see diamonds in person, those concepts remain abstract.

Our Blind Test Approach

To help clients discover what truly appeals to them, we offer what we call the Blind Test. Here’s how it works:

• We present three diamonds, each slightly different, in individual boxes.
• Without knowing the specifications, you simply arrange them in the order that feels most appealing to you.
• Once you’ve chosen, we turn the boxes over and reveal the details—clarity, colour, cut, and carat.

The results are often surprising. Many clients instinctively prefer an SI2 clarity diamond over an SI1 or even a VS2. This exercise demonstrates that beauty is not defined by numbers alone, but by how a diamond speaks to you personally.

Establishing Your Baseline

Once you’ve identified what appeals to your eye and fits comfortably within your budget, we establish a baseline. From there, the process becomes about fine-tuning—balancing the technical aspects of the diamond with your preferences and lifestyle.

Designing the Ring and Setting

After selecting the diamond, the next step is designing the ring and setting. This is where your personal style comes into play. Whether you prefer a classic solitaire, a halo design, or something entirely bespoke, we work with you to ensure the setting enhances the diamond’s natural beauty while reflecting your individuality.

Why This Matters

Buying a diamond is not about chasing the highest grade or the biggest stone—it’s about finding the one that feels right for you. By removing preconceived notions and focusing on what your eye and heart respond to, you’ll end up with a diamond that you truly love, not just one that looks good on paper.