Why would I pay more for a diamond of the same color, clarity, and carat weight than a standard round diamond?
The beauty of a diamond, all other factors being equal, is determined by a combination of four factors: -Brilliance-the amount of white light reflected directly back to the observer -Fire (or refraction)-the rainbow effect that the facets create when reflected white light is broken into its component parts -Scintillation- or sparkle-the seeming twinkle of a diamond when it moves or when the eye of the observer moves -Efficiency-the measure for even distribution of light across the entire upper surface of the diamond. The LOVEMARK diamond increases each of these four factors in combination to create a more beautiful diamond, and when you compare to a standard round diamond, the cost is within 10% of a standard round brilliant.
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