Diamond Brands and What They Mean

Diamonds are one of the few products that simply cannot be �branded.� Even though
there are different cuts, different grades, and different values placed on each and every diamond in existence, no diamond is any specific brand � just as gold is not a specific brand.

Branding is actually based on who owns the diamond. For instance, if DeBeers owns the diamond, it is a DeBeers Diamond � but it is still just a diamond. If the diamond was cut by a specific well known cutter, then it might be branded in that way as well � but it usually isn�t. It is still branded based on who owns it at the time. So basically, when it comes down to it � diamond brands mean absolutely
nothing at all.

Do not allow a jeweler to try to talk you into paying an exorbitant price on a diamond because it is a specific brand. This is a bit of trickery used by unscrupulous jewelers when they know that they are dealing with people who don�t know much about diamonds. Remember that diamonds are not actually branded � unless mother nature has her own brand!