Williams Diamond Center

Even before these magnificent creations of nature were mined in profusion toward the end of the 19th century, they were a source of fascination and value to early man. The Romans thought diamonds were splinters from falling stars while the Greeks regarded the sparkling gems as tears of the gods. It is a derivation of the Greek word "adamas," meaning unconquerable, that gave the diamond its name.

Rare and fascinating, mysterious and magical, the diamond has ignited fires of war and romantic passion throughout history.

The diamond claimed its place as the primary token of love toward the end of the 15th century when Austrian Archduke Maximilian gave the first diamond engagement ring to his betrothed. It was placed on the fourth finger of her left hand because that finger was believed to course with the vein of love that passed directly to the heart. Five centuries later, the diamond remains one of the most luxurious and desirable gifts for any romantic and celebratory occasion, a gem whose purity and brilliance symbolizes lasting love. Formation of a Diamond

The Romans believed diamonds were splinters from falling stars. These brilliant gems were also thought to be tears from the gods. Though very interesting, these ideas of where a diamond comes from are far from correct.

The Birth of a Diamond
Deep within the earth’s crust, a diamond is formed under terrific heat and pressure from soft, black, worthless carbon. This carbon becomes the hardest of all know substances...the diamond. Created more than three billion years ago and thrown to the earth’s surface through volcanic eruptions, diamonds are truly amazing. Most of the radiant diamonds worn today are more than 100 million years old.

In order to uncover a single diamond, roughly twenty tons of soil must be removed. Only one out of four of these diamonds extracted from the earth are gem quality. The rest are used for industrial use. It is because of this difficulty in locating and mining diamonds, which makes them so rare.
A new method of removing diamonds from the earth occurred in 1962, when 50,000 carats of diamonds were extracted from the ocean floor. This was done using a giant vacuum cleaner, which sucked up tons of silt, sand, and gravel from the bottom of the ocean along with diamonds. This method uncovered one diamond for every ton of material, about twenty times more effective than the conventional method of trenching on shore.

When a rough diamond is discovered, its outer surface is surrounded with growth markings and surface features acting as a translucent film which hides the great beauty and fire inside. With the help of man’s skill and knowledge of diamond cutting, this true beauty is revealed.

What Makes a Diamond Special?
Beauty - The colorless beauty and inner fire of the diamond has made this precious gem prized for centuries. Each stone's complex characteristics cannot be duplicated and no two diamonds can ever be the same. Each stone, like its owner, is endowed with a personality and character uniquely its own.

Durability - A diamond is the hardest substance known to man, making it resistant to deterioration. When cared for properly, diamond jewelry can be worn every day and passed on as a heirloom to the next generation.

Purity - Although new resources for diamonds are being explored and discovered, the supply of these gems remains limited. This is understandable once you learn that more than 250 tons of ore need to be blasted, crushed and processed to yield just one carat of rough diamond. Further, only 20 percent of all rough diamonds are suitable for gem cutting.

Enduring Value - Like many precious products, diamond prices fluctuate. But it is important to know that these sparkling gemstones still retain value after years of being worn and enjoyed.

How To Buy a Diamond
There are four factors that determine the value of a diamond, collectively known as the 4Cs. The combination of the 4Cs determines each diamond's value. Master these important facts and you are prepared to make your purchase.

Carat - This word for the measurement of a diamond's weight is derived from the carob seeds that were used to balance scales in ancient times. A carat is equal to 200 milligrams and there are 142 carats to an ounce. Carats are further divided into points. There are 100 points in a carat. A half-carat diamond may be referred to as a 50-point stone (about 100 milligrams). Because large diamonds are rare, they generally have a greater value per carat.

Color - Diamonds come in every color of the spectrum, but the most popular gems are white. Truly colorless, icy-white diamonds are extremely rare and therefore the most costly. Stones are graded by color and given designations dependent on how far they deviate from the purest white. Colorless stones are graded D. Color grading continues down through the alphabet, with each letter designating a yellower tint. The best way to see the true color of a diamond is by looking at it against a white surface. Although the great majority of diamonds come in shades of white, the gems also come in a spectrum of majestic colors, from red and canary yellow to blue, green and brown. These colorful diamonds, known as fancies, are valued for their depth of color, just as white diamonds are valued for their lack of color.

Clarity - A diamond's clarity is affected by any external irregularities and internal imperfections created by nature when the diamond was formed. Imperfections such as spots, bubbles or lines are called inclusions. Although these marks make each stone unique, the fewer the inclusions, the more valuable the stone. Inclusions can interfere with the passage of light through the stone, diminishing the sparkle and value of the diamond. According to the quality analysis system of the Gemological Institute of America, clarity is graded on a scale ranging from flawless (FL or IF) to imperfect (I). To be graded flawless, a diamond must have no inclusions visible to a trained eye under a 10x magnification in good light.

Cut - Each diamond is cut according to an exact mathematical formula. The most common cut, the round brilliant, has 58 facets, or small, flat, polished planes designed to yield the maximum amount of light to be reflected back to the viewer. This reflection, known as brilliance, is an extremely important factor in evaluating the quality of a diamond. A poorly-cut diamond will actually loose light and appear dull. The widest circumference of a diamond is known as the girdle. Above the girdle of a brilliant cut diamond are 32 facets plus the table, the largest and the topmost facet. Below the girdle are 24 facets plus the cutlet, or point. Cut is also used to describe the shape of a diamond. In addition to the round brilliant, other popular cuts include emerald, marquis, pear, oval and square.

Terms You Should Know
Just like the infinite range of diamond qualities and colors, there are many different shapes and setting techniques offered by today's designers. Here is a mini-glossary of the most important ones.

Baguette - This refers to a rectangular-shaped small diamond that is often used to enhance the setting of a larger stone.

Bezel setting - A diamond is completely surrounded by a precious metal border in this setting technique that resembles a picture frame.

Channel setting - Popular for mounting rows of small, uniformly-sized stones, this setting technique uses two strips of metal to hold the stones at the sides. Used for round, baguette and square-cut stones, the channel setting resembles a railroad track with the diamonds in the center.

Fancy cut - A diamond cut in any shape other than round. Fancy cuts include such shapes as baguette, emerald, triangle, pear, princess, oval and marquis.

Pavé setting - A setting technique for small diamonds in which the stones are set so closely together that no metal shows. A pavé surface appears to be paved with diamonds.

Solitaire - The mounting of a single gemstone.

Tiffany setting - A four- or six-prong setting using long, slender prongs to hold the stone.

Diamond Shapes and Personality

Many people believe that the shape of the diamond you choose is related to your personality characteristics. We have listed six of the most popular shapes…. What shape are you?

The Pear Shape Diamond - The ideal choice for the woman who is outgoing and enjoys breaking out of the traditional mold… A woman who seeks security and approval.

The Emerald and Princess Cut Diamond- An excellent choice for the woman who is sophisticated, adamant, well organized, disciplined, and efficient.

The Marquise Shape Diamond- The perfect choice for the woman who is creative, innovative, and not in need of universal approval… an independent thinker and doer!

The Heart Shape Diamond- What could be more perfect for the woman who is a dreamer, very sentimental, dramatic, and devoted?

The Oval Shape Diamond- The ideal selection for the woman who is well rounded, innovative, efficient, and slightly complex.

The Round Shape Diamond- A great choice for the woman who is home and family centered, dependable, easy to get along with, and security conscious.

Caring for Your Diamond
Diamonds may be the hardest substance known to man, but they too can be damaged or dulled. Your diamond jewelry will benefit from the following tips:

Don't jumble your diamond jewelry together or with other pieces because diamonds can scratch other jewelry and each other.

Keep your diamond jewelry in a fabric-lined jewel case or in a box with compartments or dividers.

Don't wear your diamonds when doing rough work. Even though a diamond is durable, it can be chipped by a hard blow.

Clean your diamonds regularly using either commercial jewelry cleaner, a mix of ammonia and water, or a mild detergent. Dip the jewelry into the solution and use a soft brush to dislodge dust or dirt from under the setting.

Don't let your diamond come in contact with chlorine bleach or other chemicals because they can pit or discolor the mounting.

See your jeweler at least once a year to have your diamond jewelry professionally cleaned and checked for loose prongs and wear.

Where To Buy Diamond Jewelry
Because expertise in the grading, selection and sale of diamonds takes years of training, always buy a diamond from a retailer you can trust. Look for a professional jeweler who is established in the community and has an excellent reputation for integrity and service. Let him show you a selection of diamonds and explain the subtle differences in grade and value. Use his knowledge and expertise to guide you in choosing the perfect diamond for a lifetime of wearing pleasure.

Ask if the diamond you are purchasing has been treated or altered in any way. Diamonds can be colored, tinted, coated, irradiated or heated to improve their appearance. Inclusions are sometimes removed with lasers and fractures filled with a plastic-like compound. Some of these procedures are not permanent. For example, the epoxies used in fracture-filled diamonds can melt away if the stone is heated. A professional and trustworthy jeweler will let you know if a diamond's natural appearance has been altered.

Ask if the jeweler is a member of the Jewelers of America, the national association for retail jewelers. Or look for the "J" mark on the door. JA jewelers are knowledgeable, and they have a wide selection of fine jewelry. They will not only help you with this purchase but they will be there in the future to answer your questions and help you with your purchases, repairs, and custom design.

Your friends at Williams' Diamond Center proud to be members of the Jewelers of America and look forward to helping you make jewelry choices that will last your lifetime.

There is a difference at Williams Diamond Center
2823 London Rd, Eau Claire, WI 54701
715-834-9929

Member of Jewelers of America


London Galleria 2823 London Rd. Eau Claire, WI 54701 (715) 834-9929