Diamonds are the most popular gemstone in today's world. Colorless and near colorless diamonds are the most popular gemstone in the world today. However, few people realize that "fancy" color diamonds actually exist. Diamonds may, in fact, occasionally be found in strong saturation and hue in black, brown, yellow, orange, red, green, blue, pink, and purple. These highly prized specimens require an expert to price.

Colorless and near colorless diamonds are valued by the comparable rarity of the "Four C's". These are a) carat weight; b) color: (lack of color); c) clarity, and d) cut. Appearance and beauty is the eye of the beholder, but value is in the eye of an expert. Many factors influence value, including many not known by the general public. Brilliance, dispersion, symmetry, scintillation, and fluorescence can have significant influence on value.

Dr. Gem® is an accomplished author, lecturer, and has written a popular monthly periodical entitled, "Dr. Gem's Prescriptions®. Dozens of articles were written on the subject of diamonds. Currently, Dr. Gem® is working on an illustrated edition and will be available to the general public for a nominal fee.

Many retailers sell inferior diamonds and exaggerate quality. Some retailers even cheat the public by claiming to sell diamonds below wholesale prices. Deceiving the public is big business and bargain hunters are their stock in trade. Through the years, Dr. Gem® has examined thousands of inferior diamonds sold at allegedly bargain prices. Unfortunately, 99.9% were, in fact, misrepresented, overvalued, and sold at FULL RETAIL PRICES.

Purchasing promotional or commercial diamonds are perfectly acceptable as long as they are not misrepresented in quality or value.