Diamonds and gemstones are among the world's greatest treasures. By understanding the secrets of the Five Cs the way a gem dealer does, you will acquire the confidence to buy premium quality, at a great value. As an educated consumer, there is a very simple and non technical opportunity for you to choose a diamond that you can be pleased with. LIGHTING At the jewellery counter, look up. Store lighting plays a huge role in presentation. Be wary of low voltage (miniature) light used in many stores (some lighting will artificially tint the diamonds blue). They artificially improve the cut and colour of diamonds. Ask the jeweller to let you move back about 6 feet away from the showcase, holding the diamond. A finely cut gem will still show its fire, and actually 'dance' on its own as you rotate it. A fair, below average or poor cut will loose its beauty and look somewhat murky. NEXT PAGE | Room Colour, Ambiance and Appraisals 1, 2, 3, 4, 5, 6, 7, 8, 9, 10, 11, 12, 13, 14, 15, 16, 17, 18, 19, 20, 21, 22, 23, 24