I recently received an advertisement from a diamond firm that specializes in diamond stud earrings.

The company sells one pair of 1 CT., white diamond studs for 45% less than another pair of 1 CT., white diamond studs. Wait a minute, how can they do this? Both pair of diamonds studs weigh the same. Both pair of diamonds are white in color. Why is there a difference in price?

Unfortunately, many consumers don't bother finding out why. They incorrectly assume they have just found a great buy. In fact, all they found was a lower price.

Don't fall into this trap. Seek the assistance of a knowledgeable jewelry professional. I recommend you speak with a Graduate Gemologist or a Certified Gemologist. Ask the expert to explain how value is measured in a diamond.