Diamonds are beautiful. Their exquisite beauty and mystique provides us with an outward expression of love for "that special one." They create an aura of success and inspire feelings of pride.

Diamonds are durable. A diamond is the hardest substance known to man. Because of this fact, it is resistant to deterioration or deformity and its beauty will be enjoyed for many generations.

Diamonds are rare. Although there have been new discoveries of gem diamond resources, the supply is still limited. It is a fact that larger diamonds are increasingly harder to come by; when 250 tons of ore are blasted, crushed and processed, chances are there will only be one carat of rough diamonds recovered. And, only 20 percent of all rough diamonds are suitable for cutting into gem diamonds.

Diamonds retain value. While diamond prices may fluctuate with economic conditions, even after years of being worn and enjoyed, a diamond retains value.