Color
The purer the color,the rarer the diamond is.  Diamonds are graded by color, starting at D and continuing through the alphabet.  Truly colorless stones, graded "D", are highest in quality and rarity.  While many diamonds appear colorless, they may have subtle colored undertones and while beautiful, they will be less rare and therefore less costly.  "Fancy" diamonds, in well defined colors that include, red, pink, blue, green and yellow are highly prized and particularly rare.  To appreciate the beauty of each individual stone, you should compare diamonds side by side in our showroom with our highly trained staff.