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Set a budget that works for you.

Forget that old-school tip about spending three months of your salary. We have beautiful engagement ring options for every budget and style.

Our diamond experts don’t work on commission.

The Avenue Joaillerie  philosophy is to help you to make the most of your budget.

We lovingly handcraft every ring that we make—regardless of the price tag.


 Diamond Buying Guide Tip 1: Set a budget that works for you.

 Diamond Buying Guide Tip 2: Master the 4Cs: cut, clarity, color and carat.


Master the 4Cs: cut, clarity, color and carat.

Understanding the 4Cs is key to getting the most sparkle for your budget. And if you feel overwhelmed, you can always chat, call or email our diamond and jewelry experts. They’re pros at separating fact from fiction and walking you through every consideration.



Think with your eyes.

Decide where to spend your money, and where to save, by prioritizing what you see first.

A well-cut diamond reflects maximum light—sparkle you can see across a room.

To appreciate color you need to get closer, roughly three to six feet away.

The highest clarity grades are only noticeable from a distance of six to eight inches.

 Diamond Buying Guide Tip 3: Think with your eyes.

 Diamond Buying Guide Tip 4: Prioritize cut.


Prioritize cut.

Cut is the most important of the 4Cs: The better the cut, the more your diamond will sparkle.

We offer four cut grades: Good, Very Good, Ideal and Astor Ideal.

67% of our customers choose an ideal cut for maximum sparkle.

A poor cut (too shallow or too deep) can make a flawless diamond appear dull.



Put clarity in perspective.

Most diamonds have tiny flaws that can only be seen with 10x magnification. For instance, SI grades aren't flawless, but still look great to the naked eye.

Diamonds can have internal flaws and/or external flaws.

The clarity grading scale runs from SI2-SI1 (slightly included) to FL (flawless).

A good place to start your search and maximize your budget is with SI2 and SI1 grades.

Weight affects clarity — if your diamond is under two carats, go with VS2.


 Diamond Buying Guide Tip 5: Put clarity in perspective.

 Diamond Buying Guide Tip 6: Consider near-colorless diamonds instead of absolutely colorless.


Consider near-colorless diamonds instead of absolutely colorless.

It’s the absence of color that’s actually the most rare and therefore the most expensive.

Diamonds at Avenue Joaillerie  are graded from J (slightly detectable color) to D (colorless).

For a great value, start your search with a G or H grade (near-colorless).

Different precious metals will affect the way your diamond’s color is perceived. Choose settings with this in mind.



Weigh the pros and cons of larger carat weights.

While you may be envisioning a specific carat weight, bigger is not always the way to go. Is it important that the stone you buy is a precise carat weight—or would you be happy with a diamond that “reads” like that weight?

Carat is about weight, not size.

Prices increase exponentially as carat weight goes up.

A good place to start your search is with VS2 (very slightly included).

Carat weight is relative to finger size, setting size and diamond shape. Sometimes, smaller carat weights are the right choice.


 Diamond Buying Guide Tip 7: Weigh the pros and cons of larger carat weights.

 Diamond Buying Guide Tip 8: Check out fancy-shaped diamonds.


Check out fancy-shaped diamonds.

Round brilliant diamonds are our most popular, but don’t rule out other shapes. All non-round diamonds are called “fancies.” Fancies can look larger and cost less than a round of similar carat weight.

There are 9 fancy shapes: princess, emerald, asscher, cushion, marquise, radiant, oval, pear and heart.

Why are rounds more expensive? It’s complicated, but in essence it comes down to the established cutting standards. Round diamonds are the only shape with GIA-designated cut parameters. There are exacting standards for fancies, too, but these were determined by our own master craftspeople rather than the GIA.



Buy shy to save big.

Diamond prices jump significantly at the carat and half-carat marks. Purchasing just shy of those weights is a great way to stretch your dollars.

The visual difference between a .9 and 1.0 carat is slight.

Avenue Joaillerie  offers a wide selection of diamonds at non-traditional breakpoints—far more than you’d be able to find at a small, independent jeweler.


 Diamond Buying Guide Tip 9: Buy shy to save big.

 Diamond Buying Guide Tip 10: Look at the paperwork.

TIP 10

Look at the paperwork.

This is a major purchase, so of course you want to know that what you’re buying is authentic, natural and conflict-free. We’ve always sold high-quality, conflict-free diamonds and we wouldn’t have it any other way.

The finest quality natural diamonds are always independently certified.

Make sure your diamond comes with a grading report from the GIA (Gemological Institute of America).


TIP 11

Keep your stress level low with the right guarantees.

Gearing up for a proposal is a big deal, and you want the ring to be just right. The last thing you need to sweat over is the fine print. No worries—we’ve got you covered.

Ask about our price-match guarantee.

We pride ourselves on our low prices and high value, but if you find a comparable GIA-graded diamond at a lower price than ours, we’ll match it.

Can you return it? Avenue Joaillerie  offers a 30-day return policy no questions asked.

Plus, Free Shipping and Free Returns, of course.


 Diamond Buying Guide Tip 11: Keep your stress level low with the right guarantees.

 Diamond Buying Guide Tip 12: Trust your instincts. Don’t buy anything under pressure. Ever.

TIP 12

Trust your instincts. Don’t buy anything under pressure. Ever.

You should feel downright excited about your choice of diamond. No regrets. When you propose with a ring that you know she’s going to love your confidence will shine. SHOP DIAMONDS

Natural Colored Diamonds

Only one in every 10,000 diamonds possesses natural color and is referred to as a colored diamond. For this reason, colored diamonds are purchased almost exclusively for the intensity and distribution of the diamond's color. Criteria considered when purchasing a white or colorless diamond, such as cut proportions and clarity, are less important when purchasing a colored diamond. The information below will help you understand colored diamonds to determine the diamond that's right for you.



Color intensity, the deepness or richness of color, is the most important consideration when purchasing a colored diamond. The more intense the color, the rarer and more valuable the diamond will be. All of our Avenue Joaillerie  colored diamonds possess natural color and are never exposed to artificial coloring techniques such as dyeing or irradiation.


After color grade, carat weight has the most impact on price for colored diamonds. When diamonds are mined, large gems are discovered much less frequently than small ones. This makes large diamonds much more valuable. For this reason, diamond prices for colored diamonds rise exponentially with carat weight. Learn more about carat weight in our Diamond Education section.


Due to the nature of colored diamonds, clarity is less important than it is in their colorless counterparts. This is true because inclusions tend to be masked by the diamond's color.


Colored diamonds are primarily cut to emphasize their color. This contrasts with colorless diamonds that are cut to maximize sparkle or brilliance, which in some instances can detract from the natural color of a colored diamond. While colored diamonds still exhibit brilliance, color is the most important characteristic considered when they are being cut.


While cut describes a diamond's light performance, dimensions and finish; shape refers to the overall outline of the diamond when viewed from the top (e.g. round, princess or marquise). It's important to note that many colored diamonds are cut into non-traditional shapes to enhance their natural color. Due to the rarity of colored diamonds, a specific shape in a specific color may not be available at any given time.