What can I expect when buying a diamond from Windsor Jewelers?

Generally what we try to carry here at Windsor Jewelers is the top 25-30% quality wise that exist in the world. We feel like when people come to Windsors that is what they are looking for, they are looking for a good value on a quality diamond. We sit down with our customers and explain the four C's. The cut which refers to the proportions of the diamond not so much the shape of the diamond. We do talk about shape but really want to talk about proportioning because that is very important. We talk about the clarity of the diamond, and that's very important. The color of the diamond and all the different colors. Something else that we talk about that other places don't, we use some new technology to talk about the performance of the diamond. Basically over the thousands of years that people have been looking at diamonds, the look at it and turn it in their hand and look at it in different lights. They access with their eyes the performance of the diamond. Thats what diamond people have been doing for hundreds of years to access the performance. Well now we have more technology that can do that more standardized, faster and with much more accuracy than people looking at it with just their eye.

The performance grade, we've found, that surprisingly that some diamonds you would think would have a high performance, don't necessarily grade that high. Then other diamonds, technically on paper you would say that the performance wouldn't be very good, had a good performance. So there is a whole new way of looking at it. Ultimately that is what the customer really sees, the performance of the diamond. You can talk about the color, clarity and the carat weight and how the proportions are, but ultimately what they really see is how the diamond performs.