2. Introduction
A Swiss retailer of rare gemstones, PG Services
focuses on the growing market for colored
diamonds. PG Services assists all kinds of
customers, including those who are new to the
diamond marketplace and may not fully understand
the terminology. When acquiring a diamond, it is
important to know the jargon associated with the
business. Customers should familiarize themselves
with words like "carat," a unit of weight, "clarity",
referring to the number of natural inclusions in the
stone and other specialized terms used to judge
diamonds. Prospective buyers can access such
information by reading the Gemological Institute of
America report, an essential primer on all things
diamond.
3. How to Buy a Diamond
However, buying a diamond requires more than
mere technical knowledge. Such stones are, after all,
objects of exquisite beauty, and each has its own
special character. Customers should allow their
emotions to point them toward the stones that most
please them, and then, after the subjective process
of selection, they can begin the objective process of
judging features like color and cut. Overall, choosing
the right stone is a mixture of art and science.
