Diamonds are one of the few products that simply cannot be ‘branded.’ Even though
there are different cuts, different grades, and different values placed on each and every
diamond in existence, no diamond is any specific brand – just as gold is not a specific
brand.

Branding is actually based on who owns the diamond. For instance, if DeBeers owns the diamond, it is a DeBeers Diamond – but it is
still just a diamond. If the diamond was cut by a specific well known cutter, then it might be
branded in that way as well – but it usually isn’t. It is still branded based on who owns it
at the time. So basically, when it comes down to it – diamond brands mean absolutely
nothing at all.

Do not allow a jeweler to try to talk you into paying an exorbitant price on a diamond
because it is a specific brand. This is a bit of trickery used by unscrupulous jewelers when they know that they are dealing with
people who don’t know much about diamonds. Remember that diamonds are
not actually branded – unless mother nature has her own brand!