A Diamond Guide

A Diamond Guide

A diamond’s exceptional lustre and brilliant fire, coupled with the fact that it is virtually indestructible make it one of the most desired of gemstones. No other stone has the awe-inspiring reputation of the diamond. Pure carbon, the diamond is the hardest material known to man so is rightly the pinnacle of all stones.

How do you get the right diamond for you and feel confident you have made the right selection then please read the following guidelines that explain in simple terms how to make that correct choice.

At first sight trying to understand the different guidelines that are used to define the qualities of a diamond might appear to be rather confusing and some might think unnecessary. However, many jewellery retailers rely upon this point of view in order to sell low grade diamonds and usually at huge a profit.

We at Jewellery by William.com believe this isn’t the correct or morally right way to trade. The truth is that by just understanding the basic components of diamond grading it will allow a far better, and much more visually striking diamond to be chosen that will delight for many generations.

The information below sets out the basics elements of just how diamonds are graded commonly known as the 4c’s (Clarity, Cut, Colour, Carat) and we also offer some suggestions on what to look out for on your buying quest.

Diamond Clarity

It is extremely rare to find a perfectly clear diamond as most diamonds contain imperfections normally called inclusions. All of these are created by nature and make every diamond a unique item. Inclusions can range from tiny dark or light solid fragments to feather type marks.

Many inclusions are not always visible to the naked eye and can only be assessed by a gemologist using some sort of magnification. The more inclusions a stone contains usually the easier they are to detect and it is this that will determine the clarity grade.

Diamonds that have inclusions visible to the naked eye are rated lowest on the clarity scale. These are graded I1 through to I3, they were previously called (pique) PK1 to PK3. We at Jewellery by William only offer the highest of these I1 as an option for the buyer with a limited budget.

Diamonds that have inclusions usually not visible to the naked eye are called SI (slight inclusion). At Jewellery by William.com all of our initial diamond options are a minimum of SI clarity. Although these diamonds do have small inclusions they are not visible to the naked eye. Even a professional gemologist would not be able to see the difference between this and higher levels of clarity without some sort of magnification. This is why we believe it is the ideal choice of clarity for those customers who are looking for a more impressive diamond.

Diamonds that have very small inclusions are called VS and these inclusions can hardly be found with a 10x magnification again at Jewellery by William.com we automatically offer this quality of diamond for the more discerning buyer as an alternative option.

Diamonds with very very small inclusions and very hard to find with a 10x magnification are called VVS. Jewellery by William.com have these stones available for sale and if you require a quotation please contact our customer services on 0845 519 0097.

Diamonds that are absolutely transparent and free from inclusions with a 10x magnification are called IF internally flawless again we at Jewellery by William.com have these stones available for sale and again if you require a quotation please contact our customer services on 0845 519 0097.

.Diamond Cut

The cut of a diamond is often confused with its Shape. Diamonds come in a variety of different shapes with round and princess being the most popular. Other cut shapes include emerald, marquise, baguette, pear and heart.

However, it is the cut quality that is the primary factor that defines how a diamond sparkles and fragments the light giving it an inner radiance. If the diamond is too tall and narrow or too wide and short, light will not reflect properly and it will usually appear cloudy to the eye.
How a diamond has been cut, polished, and to what proportions and symmetry therefore, are of utmost importance since these factors determine the light, brilliance and dispersion of the diamond. If these cutting factors fall below standard, the appearance of the diamond will be adversely affected.
As there are a number of individual measurements used to determine the ideal proportions of a diamond graders can sort the cut into different categories of quality. These defined standards are called Weak, Fair, Good, Very Good, or Ideal and they can be used to make comparison easier between diamonds.
So does this mean you should only buy Ideal cut diamonds? As with many aspects of diamond quality, there is a law of decreasing returns. After significant research, we believe that diamonds graded as Good cut offer the best compromise between visual appeal and price. This is why all our diamonds used are always a minimum of ‘Good’ cut to ensure the beauty of Jewellery by William.com diamond will always shine through.

Diamond Colour

Diamonds are very rarely colourless and come in a range of colours graded from D (colourless) to Z (coloured). Diamond colour at I and J increasingly start to gain a yellow tinge which detracts from the sparkling beauty of the diamond.

At these colour levels, the yellow tinge is less noticeable if the diamond is mounted in yellow gold, but it is easily visible when mounted in white gold or platinum. Therefore, in our opinion, diamonds mounted in white metal should always be a minimum of H colour.
However, to ensure that this issue is avoided regardless of the type of setting, all Jewellery by William.com diamonds are colour G, H (near colourless) or better. This ensures clear sparkling brilliance can be assured.

Diamond Carat Weight

Carat is the measurement of weight of a diamond. It does not measure its size and it is should not be confused with “Caratage” which is a measure of precious metal purity.

All other things being equal, the greater the carat weight, the more rare the diamond and the more expensive it will be.

Stones are measured in carats each carat is made up of 100pts so a half carat is 50pts a quarter carat is 25pts and so on.
Although many people equate “bigger” with “better,” diamonds of all carat weights have the potential to be lively, exciting, and beautiful provided that they have the correct cut, clarity and colour characteristics.
Diamond Certification

At Jewellery by William.com we offer certified diamonds as an option. We currently use three different independent certifying organisations GIA, IGI and Anchor Cert.

GIA – the Gemological Institute of America is a highly respected certifying organisation and is generally used to certify our higher value stones. IGI – the International Gemological Institute is another highly respected institution used in the same way to certify lower carat weight stones. Anchor cert is the certifying division of the London and Birmingham Assay Office and has now become a trusted source of diamond certificates in the UK.

Conflict Free Diamonds

You may have heard of the term “conflict diamonds”. Conflict diamonds are diamonds that originate from areas controlled by forces or factions opposed to legitimate and internationally recognised governments and are used to fund military action in oppositions to those governments, or in contravention of the decisions of the Security Council of the  United Nations.

Our policy on conflict diamonds is absolutely rigorous. We will never buy, sell or handle any diamonds of unclear provenance and we insist that all of our suppliers subscribe to The Kimberley Certification Scheme.

Build a Moissanite Collection

Build a Moissanite Collection

Moissanite jewellery has rapidly gained in notoriety due to many factors, not the least of which is the savings one experiences when shopping for affordable engagement rings at Jewellery by William.com. With moissanite gemstones outshining all other gemstones due to their superior refractive factor, (measuring between 2.65 and 2.69 on the refractive index) moissanite remains an exceedingly smart jewellery purchase at a fraction of the cost of a diamond, while measuring twice as bright. Given this fact, building a moissanite jewellery collection beginning with selecting one of our affordable engagement rings, is a natural next step for you and your partner.

Moissanite Rings and Beyond

Jewellery by William.com has many jewellery styles and designs providing abundant choices when shopping for moissanite engagement rings. Select from a classic solitaire with 9 gemstone shapes available in a variety of settings, with one perfect for her that she will cherish for a lifetime. Choose from round, square brilliant, cushion, heart, marquise, oval, pear, or radiant, set in either white, yellow gold or platinum.

In addition to the beauty and brilliance of moissanite solitaires, we also offer an extensive collection of other styled rings with gorgeous moissanite gemstones loaded with sparkle and shine for maximum fire power. By giving your partner to-be an exquisite moissanite ring as a loving expression of your lives together, you will set the stage for affordable jewellery gift-giving for a lifetime.

Charles & Colvard Inspired Moissanite

Among our moissanite jewellery categories to choose from, we are proud to offer an extensive inventory of breathtaking earrings. Between lovely moissanite studs, drop earrings or dangle designs, our vast collection offers ample opportunity for endless giving of Moissanites fiery brilliance ensconced in traditional or trendy settings, whichever the preference.

In addition, we carry stunning three stone rings, cluster and eternity bands. You can continue the tradition of “yes” followed by “I do” over and over again, reinforcing your commitment to one another throughout your lives together.

Not forgetting that pendants further expand the opportunity to build a moissanite jewellery collection, (from delicate and scintillating designs to demure single moissanite gemstone products) your special someone will always look both stylish and extravagant in their moissanite jewellery.

The Collections

Finally, while all our moissanite gemstones are exclusively created by Charles & Colvard to achieve maximum brilliance and luster, we at Jewellery by William.com also offer a moissanite jewellery collection that takes the worry out of what to get for the next big event in your life, be it birthday, anniversary, landing a new job, or just to say “I love you”.

Moissanite Quality Benefits

Moissanite Quality Benefits

The lower cost of Moissanite set engagement rings at Jewellery by William.com is not the only benefit that catches the eye of both potential brides and grooms when choosing an engagement ring.

Moissanite stones also offer several other advantages over traditional diamonds especially when your ring is expected to last a lifetime and house an abundance of important memories.

This means that overall quality is even more important than saving a few pounds.

  • Durability

Moissanite ranks just below natural diamond on the Mohs Scale of Hardness, showing the ability of the stone to withstand almost any type of surface scratching.

  • Brilliance
    The faceting pattern of Moissanite is unique creating more brilliance than a traditional diamond therefore Moissanite stones outshine diamonds with superior brilliance.
  • Color
    Diamonds come in many colors from clear to grey and even brown however all Moissanite stones are near colourless without exception.  Moissanite stones often create a unique look that may not be found in a poorly coloured traditional diamond setting.

Lower Prices that can’t be Ignored

You can talk all day about the durability, brilliance and unique color of your diamond, but at the end of the day, it’s hard to ignore the reality of lower prices.  With Moissanite rings, you don’t have to sacrifice quality in order to stay within your budget. Moissanite stones are considerably less expensive than natural diamonds, making it easier to buy the ring you really want without breaking your budget.

Perfection Created Just for Her

Natural diamonds come in several cuts and various clarities but within all of these diamond clarities are numerous imperfections that unfortunately decrease the value of your diamond engagement ring.

With Moissanite you still have all of the various cuts but none of the imperfections associated with the various clarities of diamonds as each moissanite stone is a minimum of virtually flawless.

When you’re ready to take that all important step and move into this next, exciting phase of your relationship, why shouldn’t you have a perfect stone for a perfect engagement ring for your perfect partner?

Give Her Perfection

With all this talk about budget and durability, it is vital to your future to remember the most important aspect in buying an engagement ring: getting her what she dreams of.

With all Moissanite stones created by Charles & Colvard you can find the perfect ring to ask her to start a new “forever” with you at her side.

All about Moissanite

The History of  Moissanite

Fifty thousand years ago a meteorite crashed into the Arizona desert creating what is now known as a “Meteor Crater.”

Fragments of this meteorite were scattered across the desert and hidden in these fragments was a brilliant secret waiting to be discovered.

In 1893, Nobel-Prize winning scientist Henri Moissan began studying fragments of this meteorite. In these fragments Dr. Moissan discovered minute quantities of a shimmering new mineral, with fire and brilliance never before seen.

After extensive research, Dr. Moissan concluded that this mineral was made of silicon carbide and in 1905 this mineral was named moissanite, in his honor.

Despite this amazing discovery and since naturally occurring quantities of moissanite are so minute, it would be almost another century before this stunning mineral would emerge as the brilliant stone it is today.

In the summer of 1995, a master diamond cutter observed samples of moissanite and suggested that properly cut crystals would make a brilliant new stone.

Naturally occurring quantities of moissanite are so minute that they are not suitable for use in jewellery.

After a century of research, only one company in the world (Charles & Colvard) became capable of growing moissanite crystals suitable for use as precious stones. Even now the process is so complex, that it is as much an art as a science producing a very limited quantity of these created stones.

Unique Properties

The beauty of any stone is normally determined by its colour, brilliance, fire and lustre.


 The brilliance of a stone is created by cutting designs that use the stones refractive index and this is measured by the amount of light that enters it and reflected back to the viewer.

Moissanite has a refractive index (i.e. brilliance) of 2.65-2.69 whereas diamond has a lower one of 2.42 that is 10% lower than Moissanite.

Fire Dispersion:

 The dispersion of a stone combined with the cutting design results in the “fire,” or the breaking of light rays into the spectrum of colours and is measured by the amount of coloured flashes viewed when the stone is moved in various lighting conditions.

Moissanite has a fire dispersion of 0.104 whereas a diamond has again a much lower one of 0.044 that is over 50% lower than Moissanite.


 This is the amount of light that is reflected back to the observer from the surface of the stone.

Moissanite has a lustre dispersion of 20.4% a diamond has a lower one of 17.2% that is over 15% lower than Moissanite.

Weddings can be Expensive

Arranging a wedding can be expensive so why not save money by buying your Wedding Rings, Diamond Rings and Moissanite Set Rings  from Jewellery by William.com.


We at Jewellery by William.com sell all styles and types of Wedding Rings, Diamond Rings and the UK’s Cheapest Moissanite Set Jewellery all  at greatly reduced prices saving up to 60% when compared to the high street jeweller.


Every ring is supplied with FREE gift packaging and presentation box as well as FREE insured delivery within the UK.


All rings are fully guaranteed and every sale is covered by the JBW.com refund policy.


Following are just some of the reasons to buy from us:



  • Top Quality Diamonds Selected by Skilled FGA tradesmen
  • A1 Charles & Colvard Certificated Moissanite all at the UK’s cheapest prices
  • Stringent Quality Control Checks
  • Products Produced in the UK
  • Handcrafted Products Manufactured by Skilled Jewellers
  • All Products Hallmarked in the UK



  • Guaranteed UK Factory Prices
  • Free JBW.com Valuation Report with Every Diamond Set Product
  • Free Charles & Colvard Authenticity Certificate with Life Time Warranty


Peace of Mind:

  • Full Refund Policy
  • Conflict Free Diamonds
  • Free Secure Shipping
  • Fully Secure Payment Gateway

Welcome to our first blog

Welcome to JewellerybyWilliam.com – your reliable online retailer for a wide range of gold, platinum, moissanite and diamond engagement rings as well as all styles of wedding rings including silver.

We specialise in all styles of moissanite rings, earrings and pendants all completely certificated and guaranteed by Charles & Colvard. With optical properties that surpass even those of diamond, moissanite set jewellery can take your beauty to the next level and make your special day even more special and memorable for the rest of your life. To buy the cheapest moissanite in the UK, we’re the ultimate destination!

In addition, we offer all styles and designs of diamond rings in all stone qualities as well as wedding rings in gold, platinum, palladium and silver we also supply wedding ring sets. With us, you can save up to 60%, so why go to the high street shops and spend more. We always offer our best price guarantee on the internet.

Jewellery by William is well-known for its many value-added services such as free delivery, free presentation, free ring sizing pack and of course our free advice. You can also select our repolish/reset/repair, valuation/insurance, bespoke designs services. So why not browse through our collections and services and start shopping now.