Showcase Jewellers World of diamond brochure

Showcase Jewellers World of diamond brochure

Showcase Jewellers World of diamond brochure


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THE 4C’s

Your Guide to Diamond

Quality and Value

The 4C’s are a combination of factors that

determine the value of your Diamond


It is very rare for a diamond to be flawless. Almost all of them

contain tiny marks, called ‘inclusions’ which are minute traces

of non-crystallised carbon. Most can’t be seen by the naked

eye but do show up under magnification. However the fewer

‘inclusions’ found within a diamond the higher it will be rated

in terms of ‘clarity’, and the more valuable it will be.








I1 I2 I3


Unlike the other 3C’s, which are the work of nature, cut is directly

influenced by man. The cut of a diamond will dramatically influence its

fire and sparkle, as it is the cutter’s skill that releases its beauty.

When a diamond is cut to good proportions, light is reflected from

one facet to another (usually 58 in all) and then dispersed through the

top of the stone. The better the cut the more sparkle a diamond will

display, and again the more valuable it will be.

Heavy Deep Cut Ideal Cut Light Shallow Cut

Carat Weight

Diamonds are measured by weight not size. Traditionally diamonds

were weighed against the seeds of a carob tree, which is where the

word ‘carat’ originated. Nowadays the system for weighing diamonds

is based on one carat equalling 0.2grams. And one carat can be further

divided into 100 ‘points’ so that a diamond of 25 points is described as

quarter of a carat or 0.25 carats. All other factors remaining constant,

the higher the carat weight, the more valuable the diamond is.

2 cts.


1.75 cts.


1.5 cts.


1.25 cts.


1 cts.


0.75 cts.


0.50 cts.


0.25 cts.



Diamonds come in all the colours of the rainbow. But the majority of

them have a barely perceptible yellow or brownish tint. The whiter

they are the more valuable they are unless they are ‘Fancies’. Fancies

are very rare diamonds that have quite strong colours and can come in

pink, yellow, red, green and blue.

D - E - F


G - H - I - J

Near Colourless

K - L - M

Faint Yellow

N - O - P - R

Very Light Yellow

S - T - U - V - W - X - Y - Z

Light Yellow

THE 5th C

Confidence in your

Showcase Jeweller


Showcase Jeweller Stores are owner operated so their very

livelihood relies on having a reputation for total integrity and


They are your diamond experts who can explain the 4C’s to you

and demonstrate why one diamond costs more than another.

Unfortunately with diamonds, there are no bargains. If you find a

diamond at a price that seems too good to be true, it probably is.

Your Showcase Jeweller will strive to find the best value diamond

that suits your taste and budget.

And how much should you spend on a diamond? That is very much

up to you. Some people consider one or two months salary a good

guide for an engagement ring. The important thing to remember is

that unlike a wedding dress, a diamond is worn everyday of your life

so you would be wise to choose something that will continue to give

pleasure year after year, because a diamond really is forever.

Diamond Shapes

Diamonds come in many different shapes and the more popular styles

are pictured. Which shape you choose is purely a matter of personal

taste. However it is the precision and delicacy of the cut that will

determine how a diamond catches and reflects the light to create

its unique fire and beauty.











Diamonds are one

of Nature’s Miracles

To understand something of their uniqueness and rarity it is best

to start right at the beginning and ask, what are diamonds?

Ancient legend would have you believe that diamonds were splinters

from stars, or the tears of Gods. But in reality, the origin of diamonds

is something of a mystery even to scientists and geologists.

Diamonds are made from a very common material, carbon, just like

the graphite you find in a lead pencil. However the transformation

of carbon into the hardest of all gemstones known to man began

millions of years ago in the depths of the earth.

Carbon was crystallised by tremendous heat and the pressure of

movement within the earth. Over time the diamonds were then

brought to the surface by volcanic eruptions. And when the volcanic

activity subsided and cooled the diamonds remained trapped in

the solidified magma from where they are mined today.

The History

of Diamonds

The word ‘diamond’ comes

from the Greek word ‘adamas’

meaning unconquerable and

since the very beginning

diamonds have always

been associated with

romance and legend.

Even the reason a woman

wears a diamond ring on the

third finger of her left hand can

be traced back to an early Egyptian belief that the vena amoris (vein

of love) ran directly from the heart to the top of third finger, left hand.

Why are they so Precious?

Because diamonds are so rare is one major reason why they are

considered precious. To give you some idea how rare they are,

consider this: Even though diamond mining has been around for

thousands of years, and production has increased with modern mining

methods, it is estimated that only about 350 tonnes of diamonds have

ever been extracted from the ground. Of the diamonds mined today

only a small percent are judged to be of gem quality. And even fewer

are large enough to be cut into diamonds that are bigger than the

head of a match. Then there is the expense of extraction. To produce

a one carat polished diamond of gem quality about 250 tonnes of ore

must be mined and processed.

From Rough Diamond

to Sparkling Jewel

To the untrained eye there is very little that distinguishes a rough

diamond from a pebble you would find on a beach.

To unlock the beauty that lies within that diamond is a real art. And

only a skilled diamond cutter has the eye and skill to perform such a

risky task. For one mistake could destroy the value of the diamond and

anywhere from several hours to several months of work.

Cutting and polishing a diamond is labour intensive and highly skilled

work. During the process each stone will lose on average 50% of its

original weight.

The beauty of a diamond depends very much on the way it reflects

light and the cutter must shape the stone so that the light comes in

through the top of the stone, bounces around inside it and then comes

back out of the top again. This way the maximum amount of light is

reflected giving the diamond its unique brilliance and sparkle.

How to care for

your Diamonds

Diamonds do need to be looked after to remain at their brilliant best.

A clean diamond not only reflects light better, but actually looks bigger

than one that has been ‘dulled’ by skin oils, soap and everyday use.

To keep their fire blazing diamonds should be cleaned every month.

THE DETERGENT BATH - Add any mild liquid detergent to a bowl

of warm water so that it is good and soapy. Dip the piece into the

suds and brush gently but thoroughly with a toothbrush. Transfer to a

wire strainer and rinse under warm running water. Pat dry with a soft,

lintless cloth.

THE COLD WATER SOAK - Make a half-and-half solution of cold

water and household ammonia in a cup. Soak the diamond for 30

minutes. Lift out and brush gently around the back and front of the

mounting with a small brush. Swish in the solution once more, rinse

and drain on paper.

THE QUICK DIP METHOD - Use one of the ready made liquid

jewellery cleaners available from your Showcase Jeweller. Just ensure

you follow the instructions carefully.

GENERAL TIPS - Don’t wear your diamond ring when using

household chlorine bleach. It won’t harm the diamond but could pit or

discolour the mounting. Don’t just throw your diamond pieces into a

drawer or jewellery case because diamonds can scratch each other and

also scratch other jewellery.


to your Showcase Jeweller for a ‘check-up’ at least once a year. They

can professionally clean your diamond jewellery with the greatest of

care, making it look like new and at the same time they can check the

setting to ensure your diamond is secure.


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