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Diamond Buying Guide Jewellers
The 4 C's of Diamonds

Our Guide To Buying Diamonds

Very little in life prepares you for buying a diamond ring so it can be overwhelming when the time comes. But, it doesn't have to be an uncomfortable experience, Johnsons Jewellers are here to help! To navigate the jargon and make sure you are informed to make the best decision for you, we've put together this diamond buying resource to help guide you through every important aspect of diamond quality. In our guide we explain, in detail, why each 'C' matters and how you can get the best for your budget.


Diamond Cut

One of the most striking qualities that a diamond has is its sparkle, and it’s often the first thing people notice. A beautiful sparkling ring that returns light and glimmers in just the right way can really set a piece of jewellery apart from all others. In this guide you’ll find everything you need to know about choosing the best value and most elegant diamond cut, to achieve brilliant sparkle within your budget.

Diamond Colour

The natural tint of white diamonds is commonly referred to as ‘colour’. Whilst most white diamonds typically have a slight tint of yellow, pure diamonds have no colour at all. Colour is measured on a scale that ranges from ‘colourless’ at one end to ‘light yellow’ at the other. In this handy guide we share our top tips for understanding diamond colour, how to identify colour in diamonds and advice on picking the colour that’s right for you – so you can feel confident that you’ve selected the perfect gem.


Diamond Clarity

To highlight the number and size of impurities diamonds have, a clarity scale is often used. A certified diamond grader will inspect the diamond under 10x magnification and will attribute known impurity categories to the stone, depending on its condition. The following scale is used by GIA, and is considered an industry standard for assessing the clarity of diamonds:

F (Flawless)

IF (Internally Flawless)

VVS (Very Very Slightly Included)

VS (Very Slightly Included)

SI (Slightly Included)


Diamond Carat

The term ‘carat’ is one you may be familiar with; a high carat diamond ring is often associated with opulence, luxury and extravagance. But what does this term actually mean? How important is the carat value of your diamond? And how do you know what carat value to choose?

These are just some of the questions we answer in our complete guide to diamond carat weight.


Diamond Certification

When purchasing diamond jewellery, it’s important to be able to fully understand exactly what you are buying. Ensuring a diamond is certified by an independent and recognised laboratory is essential for an unbiased assessment of a stone’s quality which ultimately lends value and authenticity to your piece of jewellery. Learn the components that make up a diamond certificate and why they can be used to help you buy the perfect diamond.

Our Collections & Services

We take pride in welcoming customers old and new to enjoy the luxurious surroundings in-store. It is our privilege to be involved in so many stories and it is for this reason, we aim to provide an unforgettable service. Our ethos is an extension of our family values to care, a sentiment we have held for the last 125 years.


Engagement rings

We have been engagement ring specialists for over 100 years, and offer a huge selection of engagement rings with various cuts, metals and gemstones.


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Luxury Watches

We stock an exceptional collection of watches from some of the most famous brands across the world including: OMEGA, Tudor, Breitling, TAG Heuer and more. 


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Fine Jewellery

Find an extensive selection of jewellery to suit all styles, tastes and occasions, from fine diamond set jewellery and gemstone pieces to a broad selection of luxury designer brands. 


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