Our Advice to You...

Image of cut diamond

Diamonds should never be purchased from descriptions or certificates alone. A diamond described in angles and percentages on paper does not provide the experience the naked eye provides. We strongly believe that it is important that a diamond be seen before purchasing it. Following these informative tips will make your diamond buying journey much more enjoyable.


Choosing a diamond for a fine jewelry setting is influenced by many factors. Design is likely the most important consideration. Certain design elements are best suited to specific shapes and sizes of diamond. Whether the jewelry is designed to be worn every day or only on special occasions, choosing the right diamond is a key consideration. In addition to design elements, the cost of the setting will influence your diamond budget. We offer a free consultation to help you balance design considerations and diamond choices.


Of the 4 Cs determining the diamond's sparkle, Cut is the most influential. Sparkle, fire, and scintillation are the first and last things we notice about a diamond. Ideal cut diamond proportions and faceting create brilliant flashes from light dispersion. Cut quality depends upon diamond cutter expertise and craftsmanship. It is the cutter’s craftsmanship that brings life to the diamond.

We contract only with diamond cutters who deliver this quality of craftsmanship. We personally inspect every diamond we offer, hand selecting only the best quality ideal cut diamonds available.

Color and Clarity

We recommend comparing diamonds – apples to apples. For instance, view G SI1 and F VS2 graded diamond together to help narrow your choices. Be aware that some diamond salespeople have customers compare diamonds with wide color and clarity variations together. Placing a J SI2 diamond next to an E VVS1 diamond is a sales tactic used to inspire you to buy the higher priced diamond. Regarding clarity, Alex Gulko Custom Jewelry offers only I color and above diamonds graded SI2 under 1 carat, SI1 or better for 1-2ct, and VS2 over 2-3ct.

Trust your eyes

Use your naked eye when choosing between diamonds. It almost sounds counterintuitive, but this is exactly how the diamond will be perceived when looking upon your jewelry. Diamond grading is a subjective art at best, and friends will not ask to see your beautiful engagement ring through their handy dandy jeweler loupe. It is nearly impossible to see an inclusion in a 1ct SI1 diamond with the naked eye. Stepping up a grade to VS2, it is quite impossible. When in doubt, ask to see the certificate, but remember, your reactions to perceiving and choosing diamonds is ultimately done through your eyes.


A certificate, or diamond report, will describe the microscopic inclusions and other imperfections, mapping the unique "fingerprint" of each diamond. The most accurate certificates are issued by top-tier diamond grading organizations, the GIA (Gemological Institute of America) and the AGS (American Gem Society). But trust us. If what you see by the naked eye excites you, then the certificate behind the diamond only matters for insurance or resale purposes.


Let us start by saying that there are many things that influence the price of a diamond. Shape, source, certification, fluorescence, and treatment are but a few. The most expensive diamond shape is round. Other shapes should cost 5% to 10% lower. Certain sources of diamonds can command higher prices. Certified diamonds should not cost more, however, be aware that some retailers engage in the practice of “upgrade shopping”, that is, seeking a higher rating from a second gemological laboratory so they can increase the diamond price. Fluorescence in a diamond can muddy its brilliance, thus lower its price. Natural diamonds are more expensive than treated diamonds.

Every diamond we offer is competitively priced, regardless of its carat weight, and based upon very specific design and budget decisions made by our customer. This is how we extend extremely competitive prices. We do not speculatively purchase diamonds to build an in-house inventory. Unlike some jewelers, we are not under pressure to sell diamonds from an onsite assortment.


Alex Gulko has handled thousands of diamonds in his career giving him vital experience in determining diamond quality. He knows diamond proportions are especially important but are not the only consideration in determining beauty and worth. Symmetry, polish, culet, girdle, and fluorescence are some of the many other factors at play in determining diamond value. Alex is a trusted jeweler with a global reputation for quality and integrity and is always happy to share his knowledge about diamonds.

To schedule a free consultation, call (734) 741-0652 or send us an inquiry.