Understanding the 4Cs of Diamonds: A Guide for Retail Staff

Every diamond sale runs through the 4Cs. Being able to explain them simply is the skill.

Cut

The one that decides how a stone looks. A well-cut lower-colour stone outshines a poorly cut better one.

Colour

Graded D to Z. Most buyers cannot see a one-grade difference; say so honestly.

Clarity

Inclusions. What matters is whether they are visible to the eye at normal distance.

Carat

Weight, not size. Two stones of the same carat can look very different.

Selling well

Start with cut. Customers who understand cut make better decisions and return less often.