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How To Buy The Perfect Diamond


We offer price points for everyone; we specialize in selling GIA and EGL certified diamonds as well as affordable conflict-free uncertified diamonds.  We are a trusted family owned and operated retailer with over 35 years of retail experience and have earned a large, loyal customer base.


Prior to making your investment in this extremely meaningful and special purchase, we at Alexander James Jewelry want you to be sure that you know the 4 C’s of diamonds:


1.  Carat Weight

2.  Color

3.  Cut

4.  Clarity



The carat weight of a diamond refers to its weight and size; a diamond is measured by carat weight. One carat (1.00 ct) equals 200 milligrams, or 0.200 grams.


The color of a diamond is graded on the color scale: D-Z with D representing colorless (very white and beautiful).  When selecting a diamond, the closer to colorless a diamond is graded the rarer it is and the more valuable your diamond is.


The cut of a diamond refers to the precision in the way the facets of a diamond are cut to best reflect light.  It does not mean the shape (round, princess, cushion, etc.);  The better the cut, the more vibrant the sparkle. Diamond cutting relies heavily on precise craftsmanship. The proportions of the facets and the polish and symmetry of a diamond allow it to reflect the best possible amount of light.  If a diamond is graded with  "Triple X" that means it's excellent in three major areas (cut, polish, symmetry) which makes the diamond very valuable and will have a magnificant sparkle to it.


Clarity of a diamond refers to the imperfections in a diamond caused by exposure to carbon, creating inclusions or blemishes.  The fewer imperfections in a diamond, the higher the grade and more valuable it is.  Less expensive diamonds are clear to the eye but under a jewelers loop may have inclusions, black marks or blemishes.


Choose a Shape: Though round diamonds account for the majority of sales today, diamonds come in a variety of shapes to meet any personal taste. 


We invite you to call us to ask for references from our loyal clients who are happy to share their experience with prospective clients.









Alexander James Jewelry

44B Route 13

Brookline, NH 03033

(603) 672-0579

(603) 672-9249 Fax