Bridal & Diamond Buying Guide

The Perfect Ring for the Perfect Partner

Taking your relationship to the next step is a big deal, and when it comes to the ring—let us help! At Reis-Nichols Jewelers, we specialize in making your shopping experience fun and easy. More importantly, our goal is to help create meaningful memories that will forever connect you with these special moments.

After all, proposals and wedding days should be packed with euphoric joy, and instead of adding stress to those magical moments, come see us. We’ll walk you through the process and help deliver the perfect ring created by and for you. Plus, it helps to have some basic foundational knowledge before making your big purchase. This Bridal & Diamond Buying Guide is a great way to get up to speed to hit the ground running.

Step 1

Diamond Shapes

When choosing a diamond shape, we recommend trying on several different stone shapes to see what you prefer. You may already know which shape you want, but it helps to be open to a second or third type of shape. Who knows? You may fall in love with a ring setting best suited for a diamond shape you hadn't considered! Once you do your diamond shapes reconnaissance, you are one step closer to the perfect ring. Below are examples of all the diamond shapes we carry at Reis-Nichols. Depending on personality and taste, one may be more appealing than another. The most popular and traditional shape is round, but fancy shape diamonds are starting to take center stage. Take a look and use this guide to help narrow down the options.

variety of diamond shapes laid out
Step 2

The 4 C’s of Diamonds

The 4 C’s represent the common characteristics used to grade, appraise, and price a diamond. The combination of carat weight, clarity, color, and cut will determine the rarity, beauty, and overall value. Understanding the 4 C’s is solid preparation for purchasing an engagement ring. However, we are more than happy to walk you through the specifics here in the store.

P.S. A bigger diamond doesn’t always equate to a higher value. Every “C” contributes to the diamond’s caliber and affects it’s value, and identifying which of the 4 C’s is most important to you will automatically help narrow the field.


Diamond cut is arguably the most important of the 4 C’s. Often confused with shape, cut refers to how well the facets are cut into an individual diamond. The better the cut, the higher the sparkle and shine. Essentially, cut affects the way light flows through the stone.


Diamond color is graded on a spectrum. Completely colorless diamonds are rated “D” and are usually the most desired. However, ratings go all the way down to “Z” where they appear yellow in color. Most people find diamonds with a color grade of D through J to be the most visually appealing.

Fancy Color Diamonds:
Shades of pink, blue, green, amber and even red occur naturally in diamonds. These colors are referred to as "fancies" and are evaluated by a different set of color standards. Because fancies are very rare, they are also very valuable.


A diamond's clarity rating refers to how many blemishes and inclusions are in and around the stone. The most valuable diamonds are considered “Flawless” and have no inclusions. Whereas the least valuable diamonds will have many blemishes and inclusions and carry a rating of “Included.” It’s important to note that higher grades in clarity do not always mean a more beautiful diamond. Many inclusions are so minute that they only appear when magnified.

Carat Weight

Carat weight is the actual weight of a diamond and is the measurement used to describe diamond size. However, some diamond shapes may appear larger than others, even though they weigh less. For reference, one carat is equal to 200 milligrams. Diamonds can come in many different carat weights. Did you know? The largest recorded gem-quality diamond, the Cullinan Diamond, weighs 3,106 carats!

Step 3

Engagement Ring Settings

Once you identify the shape, cut, clarity, color, and carat weight of the diamond of your dreams, next comes ring settings! The word “setting” describes the body of a ring, and just like choosing a diamond, there are endless options to explore. We recommend selecting a few options you like and then consider which best fits your lifestyle. Why does this matter? For example, if you work with your hands a lot in your profession, your best-fit setting probably differs from someone who works all day at a computer! And as always, our bridal and diamond experts will guide you through your options. To see some of the settings we offer, simply click the button below.

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Design Your Own Custom Engagement Ring

While we offer you the many different components to create your perfect engagement ring, some people may prefer to start from scratch and design their own! Our talented in-house jewelers can take any of your ideas or inspiration to help bring your vision to life. This option is ideal for those of you who prefer a one-of-a-kind ring. In over 100 years of business, we've mastered the custom process of designing your dream ring fast and simple. Click the button below to learn more about our custom design options, or schedule an appointment with one of our incredible designers now!

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Ring Shopping At Reis-Nichols

What can you expect when you shop for an engagement ring at Reis-Nichols? We strive to deliver the best experience possible and help you find the right ring that fits your preferences. We’ll start by showing you different shapes and styles to try on, and once you know what you like, all that is left is choosing the diamond and setting. The process really is that simple! Our rings are mounted in-house and come with lifetime guarantees. Schedule an appointment today to see what makes purchasing a ring from Reis-Nichols Jewelers the choice of a lifetime.

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Make it a Celebration to Remember

There are a lot of places that “sell” engagement rings—but at Reis-Nichols, we’re here to show you the possibilities. So, when searching for “the best place for engagement rings near me,” remember that you get a lot more than just a ring when you shop with us. Each Reis-Nichols engagement ring purchase comes with a lifetime of support, a special gift package, and a printed packet featuring all of our guarantees, care tips, and other useful tools!

Have a Question?

Connect with a Reis-Nichols team member at your convenience for further assistance.