NEW ORLEANS TRADITION
One diamond looks bigger than the other but they both weigh the same. The difference is in the cut. Color and clarity determine a diamond’s rarity, but the beauty is determined by its cut.
Think about it. Proportions determine the beauty of everything. A 230-pound man at six-foot-four doesn’t look the same as a 230-pound man at five-foot-one.
The weight is the same. It’s the proportion that’s different.
Diamonds are like that. Two diamonds can have exactly the same carat weight and one will sparkle like true love while the other one’s duller than a bad date.
And it has nothing to do with color or clarity. The sparkle of your diamond is determined by the proportion of its cut. And only one percent of all diamonds are proportioned right.
Carat weight, clarity and color. These are the attributes given to a diamond by Mother Nature...
CUT is the only attribute added by the hand of man...
If a diamond is cut so that it’s upper angles are in perfect relationship to its lower angles, it will sparkle like true love.
That’s what happens when the relationship is perfect.
Sadly, most diamonds are cut without regard for how the upper and lower angles relate.
They’re cut taller than they should be, because tall diamonds are heavier, and diamonds are sold by weight.
But the extra carat weight of a tall diamond isn’t up on top where it can be seen. It’s down below, where it can’t be seen.
Ramsey diamonds look bigger than other diamonds of the same carat weight, because we’re careful to make sure the relationship is right...
We know that correctly-cut diamonds are more beautiful because they sparkle brighter. They look bigger because their weight goes out sideways instead of up-and-down. And they cost less because they weigh less. All upside, no downside.
The reason fewer than 1 percent of all diamonds are cut correctly is because diamonds are sold by weight, and when a diamond cutter is sloppy, the diamond weighs more. Are you beginning to see why most diamond cutters are sloppy?
Sound impossible? Let’s say you dig a diamond out of the ground and now you’re going to proportion it. If you do it correctly, you lose nearly fifty percent of the weight.
But if you cut the diamond as close as you can to the shape of the original crystal, you lose only 10 percent of the weight. And diamonds are sold by weight. About $875,000 per ounce.
So how much would you cut off?
One hundred percent of the diamonds at Ramsey’s Diamond Jewelers are correctly cut.
This means they sparkle brighter look bigger and cost less.
When Ramsey’s goes to the diamond cutting houses of the world, we’re always the first to see the newly-cut diamonds each day and we buy only the ones that are correctly cut.
I leave the other 99 percent for the stores at the mall.
Ramsey’s Diamond Jewelers has Noticeably better diamonds at Obviously better prices and now you know why.
We’re a little bit wacko when it comes to how well a diamond is cut.
We’ve seen too many young women come into Ramsey’s, who don’t ask us to clean their diamond, since they’ve already tried that. She wants to know if we can polish it to make it sparkle.
She knows her fiancé didn’t buy it at Ramsey’s but she’ll be happy to pay us if there’s anything we can do.
We’d give the world to be able to help her. But all we can do is tell her the truth as gently as possible. “Your diamond has fine color and excellent clarity, you should be very proud of it…But sometimes…when a cutting a fine diamond… a diamond cutter has to choose between making the diamond bigger… or making it brighter. Your diamond cutter chose to make your diamond big. Big is not a bad thing.”
We want to make her as proud of her lifeless diamond as we possibly can. But deep inside we really, really wish her fiancé had come to Ramsey’s Diamond Jewelers, where maximum sparkle is no extra charge.
Our diamond buyers are stationed at the world’s finest diamond cutting houses so we get first pick of all the diamonds before anyone else has a chance to see them.
That’s why a Ramsey’s diamond will always sparkle more brightly.
Turn on the light and watch your diamond do its magical dance of twinkle-and-glitter-and-sparkle-and-fire.
At Ramsey’s, our diamonds are cut for maximum brilliance and maximum visible size... diamonds with the right relationship.
Just like you.
Come and see for yourself.
