When shopping for a diamond on the Internet, as a consumer you must have a great deal of knowledge on what you are about to buy. These are some of the things that you may consider to research before making your purchase.

Q.    What properties are important when choosing a diamond?
A.    Cut: An exceptionally cut diamond can create a beautiful brilliance, and a poorly cut diamond may appear dull. Many gemologists believe how a diamond is cut is the diamond's most important attribute. Width and depth play a huge role how light travels in the gem. If cut too shallow the diamonds radiance will be lost. The light travels out the sides. When a diamond is cut too deep the diamond will appear dull. By doing this the light travels out the bottom of the stone.

Color: Diamonds act like a prism, by doing so it divides light in to a spectrum and colors reflect light in to bright flashes called fire. The diamond acts as a filter when looking through it, the spectrum will reduce. The less amount of color in a diamond, more brilliant its fire and the better its grade. The color rating system goes as follows.

D: Positively colorless. This is the highest color grade, and in turn exceedingly rare.
E: Colorless. Small traces of color are able to be detected by a gemologist. This is also a very rare diamond. 
F: Colorless. Slight color is seen by a gemologist, still considered "Colorless" grade; and a high quality diamond.
G-H: Almost colorless. Color is more noticeable when compared to the higher grades of diamonds. These diamonds exhibit an excellent value.
I-J: Near colorless, color is slightly detectable.
K-Z: These grades of diamond are inferior in quality. They lack fire, and brilliance that consumers look for in a good diamond.

Clarity: This is the way the (GIA) Gemological Institute of America grades a diamond for flaws, or inclusions. These can be scratches, trace minerals, or something else to detract from the pure beauty. Clarity ratings are as follows.

FL-IF: Flawless 
VVS1-VVS2: Has minute inclusions, they are very difficult to see.
VS1-VS2: Slightly included not usually seen without magnification. These are less expensive than VVS1 or VVS2 grades.
SI1-SI2: These diamonds are slightly included. Some flaws are at times visible to the unaided eye.

Carat Weight: This is the actual size of the diamond.

Q.    What are the different cut styles used in diamonds?
A.    Styles: Round, Princess, Emerald, Asscher, Marquise, Oval, Radiant, Pear, and Heart 

Q.    Why should a consumer want to have a copy of, or at least given the chance to read the diamond certificate, diamond dossier, or diamond quality report?
A.    These reports are made by gemologists who have studied the diamond at great length to analyze all important characteristics that make it a valuable diamond, or not..