And just to add...please make sure you ask to see the Certificate of Origin for any diamond you are interested in buying to ensure that you are not purchasing any grey-market conflict(AKA "blood") diamonds. I don't want to sound like a sourpuss but a legitimate jeweler will not be offended if you ask and in fact will go to great lengths to prove that your diamond is from a verifiable source
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The bigger companies like Tiffanys, Birks, etc. are very vocal in their mandate to not sell any conflict diamonds.