In a diamond, the finest colour is no colour at all. The whiter the diamond, the more exclusive it is. It is important to know that most colourful diamonds on the market do not owe their colour to nature but have been coloured artificially.
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CLARITY
The fewer inclusions in the diamond, the more valuable it becomes. After all, it is the sparkle from the diamond that we are attracted to, too many inclusions break the path of the light, causing the diamond to sparkle less.
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CUT
The lustre of a diamond is determined by the cut. The more sparkles and brilliance, the more stunning the diamond.
This is link: CUT for more information, or just go back to the menu and scroll down.