The Hidden Secret of Diamond Shopping: Why Jewellers Downplay the Most Crucial 'C' in Diamonds

A Comprehensive Guide by Aukera

When it comes to purchasing a diamond, many focus on the 4Cs: Carat, Clarity, Color, and Cut. While all of these factors play a significant role in determining the value and beauty of a diamond, there's one 'C' that stands out as the most critical yet often the least emphasised by jewellers: the Cut. In this article, we'll explore why jewellers might downplay the cut of a diamond and why opting for an Ideal Cut is essential for maximising both brilliance and value.

CUT – the C that actually determines the brilliance of the diamond. Aukera ensures that 100% of its diamonds – down to the smallest – is only ideal cut.
COLOUR – Aureka sells only the top colours in the industry – this is from D to F. There is no higher grade than this.
CLARITY – Aukera ensures that if there are slight inclusions, they are on the periphery and not in the centre of the table. Aukera relies on VVS clarity, which is again the highest available on a sustained basis.
CARAT – the all-important C – one which determines the size and, therefore, to a large extent, the impact

And then Aukera has a 5th C: Which is Choice.
And every woman has the opportunity to make sure she makes choices not compromises.