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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.

Forevermark Black Label Diamond

We are fortunate to carry the Forevermark Black Label Diamond Collection as an Authorized Forevermark Jeweler. Reis-Nichols Jewelers has a deep understanding of diamonds and meets the Forevermark strict criteria of being reputable and offering outstanding service and high-quality jewelry. Forevermark presents a new generation of diamonds, cut with supreme symmetry and unprecedented accuracy to release a dazzling light. Available in round, square, cushion, oval and heart shapes, the Black Label Collection is the most exclusive collection of diamond cuts ever conceived. For more information read our blog post, Forevermark Black Label Collection: Diamonds That Sparkle like No Other.

Select a Shape

When choosing a diamond shape, it is best to find out what she likes. There are many different shapes to suit any personality. You may choose from round, princess-cut, radiant cut, oval, pear and more. 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.

Round Diamonds


Princess Diamonds


Cushion Diamonds


Oval Diamonds


Emerald Diamonds


Pear Diamonds


Asscher Diamonds


Marquise Diamonds


Radiant Diamonds


Heart Diamonds


Consider the Four Cs

The combination of carat weight, clarity, color and cut, commonly referred to as the Four Cs, is what determines the beauty and worth of each diamond. A basic understanding of these characteristics will help you select the diamond that's right for you.


Diamonds are usually cut with 58 separate flat surfaces called facets that maximize the diamond's sparkle. Cutting a diamond is a pretty delicate process, so the best-cut diamonds are more brilliant and valuable.

Diamond Cut diagram
Diamond Cut Ideal Diamond Cut Too Deep Diamond Cut Too Low


The absolute finest colorless diamond carries a D rating, descending through each letter of the alphabet to Z. Most people find diamonds with a color grade of D through J to be the most visually appealing.

Fancy Color

Shades of pink, blue, green, amber, or even red occur naturally in nature. 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.

Diamond Colors


Higher clarity does not always mean a more beautiful diamond. Many inclusions are so small they can only be seen when magnified.

Diamond Clairty

Carat Weight

The carat weight measurement of a diamond relates to its physical size.

A carat is 200 milligrams and its measurement is divided into 100 "points" so that a diamond of half a carat is described as a half a carat or 0.50 carats.

Diamond weight and grade is always measured when a diamond is loose to assure accuracy.

Diamond Carat Weight