David & Sons Fine Jewelers celebrates summer engagements with unique diamonds and settings

The leading engagement ring store gives its clients a lesson in selecting the perfect diamond to go hand-in-hand on their perfect day

Online PR News – 21-July-2010 – – San Diego, CA, July 12, 2010— In San Diego, summertime is almost always associated with beaches, barbeques, and above all else, weddings. With one of the largest selections of fine, loose-cut diamonds, David & Sons Fine Jewelers has raised the bar in the world of engagement and wedding ring shopping with an unmatched assortment of loose diamonds of all sizes, colors, clarity including unique settings and custom made jewelry that is out of this world.

As THE “Premier San Diego Jeweler” with an international reputation for quality and excellence in authenticity, David & Sons Fine Jewelers provides its clients with more options than ever before when it comes to choosing the perfect center stone as well as the engagement and wedding ring.

“In addition to offering our clients an extensive collection of loose certified diamonds in almost every color and clarity combination, we also take pride in educating our clients on the types and differences between all the different diamonds so the consumer is making the best decision that will last a lifetime,” announced Emil Elghanian, Owner of David & Sons Fine Jewelers. “There is such a great amount of detail that goes into a single diamond ring and we want to make sure each individual that walks out that door is 110% sure they have chosen the perfect piece and at a better-than-fair price.”

David & Sons focuses on a variety of factors when helping its valued clients choose the right diamond:
Color - The color of a diamond actually refers to its colorlessness or presence of color. The absence of color allows the light that passes through the stone to be more vivid creating the “fire”, which makes it sparkle and shine and onlookers say “Wow!” when they catch even a glimpse of its beauty.
Carat - The overall size of a diamond is measured in carat weight on a 100 point scale. One carat (or 100 points) equals 0.2 grams but it is often discussed in terms of “carat” for communication ease. Bigger does not always mean better. You can have a one carat diamond that looks larger than a ¾ carat diamond, but if the cut is not accurate, the ¾ carat will outperform the heavier stone. For beauty, it is important to consider the diamond's other attributes (i.e. color, clarity, cut) over carat weight in order to impress the toughest of critics.
Cut - A diamond's cut does not only refer to the shape of the stone, it refers to the diamond's reflective qualities. An ideal cut diamond allows light to enter, travel through the diamond and reflect upward, creating a brilliant display as light crosses pathways and distributes the fiery rainbow of colors. A deep-cut diamond, which is the most common, can be considered fair or poor and is the least desirable because entering light does not reach back to the top and reflect back to the eye. The deep cut diamond will not impress and overall appears duller. There are seven common ratings for cut: ideal with hearts & arrows, ideal, premium, very good, good, fair and poor.
Clarity - Clarity refers to blemishes or “inclusions” which are the stone’s flaws. Inclusions might even be air bubbles or other minerals inside the diamond. For such an important and sentimental purchase in life, it is important to view the diamond under 10x magnification or a “jeweler’s loupe” to see what is going on inside the stone. David and Sons will be sure to show you where the flaws are when you are considering a diamond purchase. Diamonds won’t get better or worse in clarity over time, so it is important to identify the so-called “birthmarks” of the stone and verify if the stone is suitable, worthy of the price, and ultimately that it will impress you for years to come.
Shape – Available shapes include the most popular round brilliant and princess cut, along with the emerald cut, prince cut, pear, heart, radiant, asher, trillion, and marquise cut among others.
Setting - The ring or “setting” is as important as the diamond you choose because it will showcase the perfect stone. Prong settings are the most common because it allows the diamond to stand out and allows the most amount of light to travel throughout the stone. Settings can be selected from the case or custom made in any metal such as 14k or 18k white or yellow gold, or the more pure and softer platinum.
For more details and information on David & Sons Fine Jewelers, visit www.davidandsonsjewelers.com.