I would like to tell you about diamond purchasing from my own personal experience. Diamond purchasing is not a small investment and not done often. This is the reason that is it common to purchase a diamond for a special occasion. The purchaser is therefore more likely to make an effort to educate themselves about diamonds and their prices.

Vast amount of accurate information can be found about diamonds, but when it comes to purchasing diamonds, the customer wants value for his money. For this reason, I will try in the most professional and simple way to guide you through purchasing diamonds and how to get the best value for your money.
For me, the most important factor to take into consideration when selling a diamond is to find out the customer’s budget. There is almost no limit on how much money you can spend on a diamond, and it is easy to get carried away and be dazzled by the diamond beauty and brilliance.
After deciding how much money you are willing to spend (few dollars more or less is perfectly OK), you'll move on to the diamond's basics – the 4c's: Carat, Clarity, Color, Cut and of course you'll have to chose the shape of the diamond you prefer.
Every choice is absolutely legitimate and it depends solely on personal taste.
From my vast experience, every person’s preference is different – from High carat to high color or clarity. Some give priority to shape and some to cut. In a predetermined cost, it all depends on personal taste and in which of the 4'cs you are willing to compromise.
Some of the diamond's characteristics are visible to the naked eye when the diamond is mounted in a piece of jewelry such as its size (which is expressed in carats). Color and clarity are visible to the naked eyes only if they are extremely low.
It is very difficult to see the cut of a diamond without proper equipment and experience, but without a doubt the best cut will give the diamond its dazzling beauty, brilliance and fire. Nevertheless, it is almost impossible to differentiate between a very good and a good cut diamond.
To conclude, I would recommend buying the diamond of your taste that is within your budget.
Most of the stones sold online are accompanied by a certificate from an independent gemological institute that grades your diamond by its characteristics.

It is most important to purchase diamonds with certificates from a known gemological independent institute and not to settle for anything else.