Shape Heart Round Trilliant Pear Marquise Princess Emerald Radiant Cushion Asscher Baguette

Throughout history, the shape of a finished diamond has taken on many forms. The term "shape" is often confused with the technical term "cut." The precision of the cut determines the diamond's fire, brilliance, and ultimate beauty. The shape selected is a matter of individual preference. Your choice of shape is only limited by the skill and imagination of the craftsman.


The precision with which a diamond is cut is the most critical factor in releasing its fire and brilliance. Since it is the only factor that humans can control, it may be the most important of the 4 C's.

During the cutting process, fifty percent of rough diamond material is usually lost. The facets, or planes, of the diamond should be placed in exact geometric relation to each other. The culet, or point, should be in the exact center of the bottom of the diamond and the diamond needs to be well polished. This symmetry is crucial for the light entering the diamond to be reflected back to the eye as "fire." Once these geometric proportions are compromised, the beauty and brilliance of the diamond are sacrificed for size.

To achieve a diamond's truly dazzling radiance, it must be cut precisely. We make no compromise in this area.

It is the cut that enables a diamond to make the best use of light A diamond is ideally cut when light is reflected from one facet to another and then disperses through the top of the diamond. A diamond is too deep when light escapes through the opposite side of the pavilion. A diamond is too shallow when light passes through the pavilion before ican be reflected.


Although most gem-quality diamonds when seen alone appear to be colorless to the untrained eye, there are subtle differences in shade. Color in diamonds results from traces of other elements mixed with carbon during the diamond's formation. Diamonds with no traces of body color are extremely rare.

To determine a diamond's true color, the diamond is viewed from the side under balanced white light. It is compared to diamonds in a "Master Set" whose colors have been predetermined by the Gemological Institute of America (GIA). Our diamonds are color graded in an accredited gem laboratory using a special diamond light developed for color grading. A color grade is then assigned according to the diamond's deviation from the truly colorless diamond.

Diagram of the range of color within a diamond


Nature has identified each diamond by natural "inclusions:" crystals, feathers, lines, etc. These traits developed in the diamond during its formation.

Diamond clarity is determined by the absence of these inclusions. The fewer the inclusions, the rarer the diamond and the greater the value. Flawless and internally flawless diamonds are exceedingly rare. The term "flawless" is a highly restricted one. Under Federal Trade Commission rules a diamond can only be deemed flawless when no internal or external imperfections are visible to a professional eye under 10 power magnification using a binocular microscope in good light. While inclusions may not affect the beauty of a diamond, they do affect its value and price.

All of our diamonds are graded for clarity in an accredited gem laboratory, or by an internationally recognized gemological institute.

Diagram illustrating the types of diamond clarity


Of the 4 C's, carat weight is the simplest factor used to determine the value of a diamond. As with all precious gems, the weight of a diamond is expressed in carats. One carat equals one-fifth of a gram or 1/142 of an ounce. One carat is divided into 100 points; so a diamond weighing 3/4 carat has 75 points or .75 carats.

As diamonds increase in value, their price per carat usually increases geometrically, not mathematically. Thus, a two-carat diamond will be more than double the price of a one-carat diamond of the same quality.

Diamonds are accurately weighed when they are loose, or free from any mounting. Our diamonds are weighed loose on a calibrated scale.


Long Jewelers is the largest direct importer of Israeli Diamonds in the area,including the Lazare Kaplan Ideal-Cut Diamond, "The World's Most Beautiful Diamond", and sells diamonds at wholesale prices!

Long Jewelers enjoys a reputation for quality, value and selection, making believers vote them "Best at the Beach" for eleven straight years and "Best Engagement Ring and Upscale Jeweler" in Hampton Roads.

2817 Shore Drive, Corner of Shore Drive and Great Neck Road, Virginia Beach, VA 23451 | 757.496.9099