De Beers

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A MAN'S GUIDE to buying DIAMONDS ARE YOU one of the TWO MILLION victims of ENGAGEMENT RING anxiety? 1. Relax. Guys simply are not supposed to know this stuff. Dads rarely say, "Son, let's talk diamonds." 2. But it's still your call. So read on. 3. Spend wisely. It's tricky because no two diamonds are alike. Formed in the earth millions of years ago, diamonds are found in the most remote corners of the world. De Beers, the world's largest diamond company, has over 100 years' experience in mining and valuing. They sort rough diamonds into over 5,000 grades before they go on to be cut and pol- 777 ished. Tivo diamonds So be sure of you the know same size what may you're vary buying. widely in quality. And if a price looks too good to be true, it probably is. 4. Learn the jargon. Your guide to quality and value is a combination of four characteristics called The 4 C's. They are: Cut, not the same as shape, but refers to the way the facets, or flat surfaces, are angled. A better cut offers more brilliance; Color, actually, close to no color is rarest; Clarity, the fewer natural marks, or "inclusions," the better; Carat weight, the larger the diamond, usually the more rare. 5. Determine your price range. What do you spend on the one woman in the world who is smart enough to marry you? Many people use the two months' salary guideline. Spend less and the relatives will talk. Spend more and they'll rave. 6. Watch her as you browse. Go by how she reacts, not by what she says. She may be reluctant to tell you what she really wants. Then once you have an idea of her taste, don't involve her in the actual purchase. You both will cherish the memory of your surprise. 7. Find a reputable jeweler, someone you can trust, to ensure you're getting a diamond you can be proud of. Ask questions. Ask friends who've gone through it. Ask the jeweler you choose why two diamonds that look the same are priced differently. Avoid Happy Harry's Diamond Basement. 8. Learn more. For the booklet "How to buy diamonds you'll be proud to give," call 1-800-FOREVER, Dept. 21. 9. Finally, think romance. And don't compromise. This is one of life's most important occasions. You want a diamond as unique as your love. Besides, how else can two months' salary last forever? Diamond Information Center Sponsored by De Beers Consolidated Mines, Ltd., Est. 1888 A diamond is forever. De Beers