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All About Diamonds

Choosing your Diamond(s)

Reis-Nichols offers the largest selection of loose diamonds in the Midwest. With the right information, it's easy to determine the diamond qualities that are most important to you and that will allow you to stay within your budget.

Diamond Shape

When choosing a diamond shape, it is best to find out what she likes. There are many different shapes to suit any personality. The most traditional and still most popular shape is the round brilliant diamond. Princess cut has also gained tremendous popularity over the last several years.

Diamond Shapes

The Four Cs

Diamond Quality

“I don’t know the first thing about diamonds.” If this sounds familiar, keep calm. We are here to help! When you visit Reis-Nichols Jewelers, diamond experts will talk you through the important details, at your pace. Until then, here’s a quick overview.


Diamond Cut diagram

Think a cut above.

The way a diamond is cut can affect your first reaction to the stone, especially when it comes to sparkle. Proportion, alignment of surfaces and attention to the most intricate details all play a significant role in the proper cut of a diamond. If you want to see a perfectly cut round brilliant diamond, come see the Reserve Diamond, certified GIA EX EX EX (triple excellent) or AGS 000 Ideal (triple zero ideal), the highest standard in diamond grading.


Diamond Color diagram

Let's be clear: diamond color is your choice.

Most diamonds exhibit some noticeable color, some very obvious and others just a hint. The color grade scale to the left shows how to measure the intensity of a particular diamond’s color. From crystal clear (colorless) to champagne or black, you’ll find a world-class selection of diamonds at Reis-Nichols, and the perfect one to fit your taste.


Diamond Clarity diagram

Make a flawless decision.

Because diamonds are created by nature, no two are ever identical -- or perfect. Some contain more inclusions (typically called “flaws”) than others. At Reis-Nichols, you can view diamonds with varying degrees of inclusions, some barely visible to the naked eye, some that can only be seen under intense magnification, and some that are completely free of flaws. No matter which diamond you choose, you will feel confident that your selection is perfect for you. We have microscopes right in the store... go ahead and take a look!


Diamond Carat diagram

Bigger is better, right? It depends.

Carat is the “C” you are probably most familiar with. If you already have a carat weight in mind, great! Unsure? Visit us and take a look, of course, we carry diamonds in all sizes. A one-carat diamond is the most popular, and you will find the largest selection of one-carat diamonds at Reis-Nichols, at prices that can’t be beat.

When you shop, keep this in mind: a properly cut diamond makes all the difference. Carat does not refer to the diameter of the stone, but the actual weight. A diamond cut too wide at the bottom increases the carat weight, so you end up paying for a less valuable diamond with less “meat.” On the other hand, with a properly cut diamond, you will often find a stone smaller in diameter provides the illusion of a larger diamond. Let our diamond experts guide you through the process of purchasing the ring of her dreams, within your budget!