At Zoland, we believe that it’s our responsibility to ensure our clients thoroughly understand the factors behind the purchases they make. When you visit our store, our team strives to provide you with the proper education to empower you to make the best choices according to your vision and in keeping with your budget.

When making an online purchase, we are here to assist you as well. Please call us at (212) 575-8875 with any questions regarding our inventory.

For your convenience, see our brief explanation below of what you should take into consideration when purchasing a diamond. However, this is not enough information to make an educated decision! Please consult us further when you are ready.



Purchasing a Diamond

Finished diamonds are available in several different shapes, as demonstrated by the table below. When purchasing a diamond, it is important to remember that within each shape is a range of diamonds according to color, cut, clarity, and weight.

A diamond’s value and appearance are determined by what are referred to as the “Four C’s” – Color, Cut, Clarity, and Carat.

Color ranges from colorless (white) to light yellow, according to an alphabetical scale that begins with D and ends at Z. Colorless diamonds are more valuable than slightly colored ones. Intensely colored diamonds become rare again and therefore are also more valuable than slightly colored stones. Deeply colored diamonds that are exceptionally rare can be pink, blue, orange, green, and even red in color.

Cut refers to a diamond’s proportions, determined by how the manufacturer cuts the diamond. A good cut means that the diamond’s proportions properly refract light. Cut is the only manmade component of a diamond’s quality.

Clarity refers to the number of inclusions (flaws) a diamond contains. Often, inclusions are only visible under magnification and are invisible to the naked eye. The fewer inclusions a diamond contains, the rarer it is and therefore the more valuable it is.

Carat is the unit used in measuring a diamond’s weight. The greater the weight, the rarer a diamond is and therefore the more valuable it is.

A diamond purchase is all about determining a balance between the “Four C’s” to find a stone that fits within your budget. An ideal diamond is not necessarily a D color, IF clarity, and excellent cut. The right choice for you is one that takes your preferences and budget into consideration.


Please note that Zoland maintains a collection of thousands of loose diamonds in all different shapes, sizes, colors, and clarity, including over 1,000 GIA certified stones. Zoland also has a collection of hundreds of matched loose diamonds for stud earrings. We are dedicated to matching the right stone(s) to your vision and budget! 

The Gemological Institute of America (GIA) is a nonprofit organization with a mission “to ensure the public trust in gems and jewelry by upholding the highest standards of integrity, academics, science, and professionalism through education, research, laboratory services, and instrument development.” A GIA Certificate identifies a diamond’s color, cut, clarity, and weight. As an industry benchmark, GIA provides industry standardization that ensures consumers receive what is represented.