Buying Diamonds Guide


Striking Diamond Painting By South African Artist Kurt Pio



A diamond is given its value by taking in to consideration four main elements we call the Four Cs – carat, colour, clarity and cut.

CUT: The brilliance of a diamond is determined by the precision with which it is cut. Perfect proportions allow light to reflect internally and disperse through the top of the diamond, giving it that unmistakable sparkle. The round brilliant cut is the most popular shape, although there are others including freeform cuts :



COLOUR: Diamond colour is graded from D (colourless) to Z (tinted) using the international colour grading scale as reference. The closer a diamond is to colourless, the rarer and more valuable it is.

Coloured diamonds are those which have a strong, even colour such as yellow, pink or blue. These are referred to as ‘fancy diamonds’ and are extremely rare. Natural brown diamonds, also called Cognac or Champagne diamonds, are growing in popularity and are a quirky alternative to the classic white diamond.

Colour chart:

CLARITY: Clarity indicates the degree to which a stone is ‘included’. It is extremely rare to find a perfectly clear diamond therefore most have tiny inclusions otherwise referred to as nature’s fingerprints. Clarity grading ranges from internally flawless stones (FI/IF) to those that have tiny inclusions which can just be seen by the naked eye. 

Clarity chart:

CARAT: The size of a diamond is determined by its carat weight. History suggests a ‘carat’ was equal to the weight of a single carob bean, used in the past when gemstones were traded. Today diamonds are described in carats and points. A one carat (1ct) diamond equates to 100 points, so a 1/2 carat (.50ct) equals 50 points.

The larger the carat weight of a diamond, the rarer and more valuable it becomes – though clarity and colour will also determine its value. 

All diamonds sold at White November are conflict free diamonds. 

What is a Conflict Free Diamond?

A ‘conflict diamond’ is a diamond mined in a war zone and used to fuel illegal activities against legitimate governments. Conflict diamonds have been linked to human rights abuses in Sierra Leone, Angola and the Democratic Republic of the Congo.

To address concerns about ethics in the diamond industry, in 2002 a coalition of governments, non-governmental organizations, and the diamond industry established the Kimberley Process. Every diamond that White November sells is warranted by our suppliers to be ‘free from conflict’. Today 99% of diamonds in the marketplace are considered conflict free and our diamond merchants are all signatories to the Kimberley Process. 


We highly recommend diamonds for all types of jewellery but especially for rings as they are the most resistant to wear over time. A diamond is an excellent choice for longevity but be aware that any stone can break if it is hit hard enough, even a diamond. Wear all jewellery with care and avoid exposure to abrasive materials, harsh chemicals and extreme changes in heat.

To clean, soak your diamond piece in a dish of warm soapy water and use a soft toothbrush to gently brush away any built up residue. You can also use a jewellery cleaning cloth or professional jewellery cleaning products developed to be safe on diamonds. Professional jewellers use an ultrasonic machine to clean diamonds; please feel free to arrange and appointment for an annual clean and check.