The reasons for buying a diamond are as diverse as the people who buy them.

Purity - Diamond is the earth's purest gemstone. It is made of pure carbon and is the only gem mineral composed of a single element.

Beauty- The beauty and inner fire has made this precious gem prized for centuries. Each stone's complex characteristics cannot be duplicated, and no two diamonds can ever be the same. Each diamond is endowed with a personality, character, fire and brilliance uniquely its own.

Durability - Diamond is the hardest substance known to man. When cared for properly, diamond jewellery can be worn every day and passed on as an heirloom to the next generation and then on to the generation after that.

Rarity - Although new resources for diamonds are being explored and discovered, the supply of these gems remains limited. This is understandable once you know that more than 250 tonnes of ore need to be mined to yield just one carat of rough diamonds and only 20 percent of all rough diamonds are suitable for gem cutting. The gem quality stones mined each year from tens of millions of tonnes of rock would hardly fill a small room.

Enduring Value - Like many precious products, diamond prices fluctuate. But it's important to know that these sparkling gemstones still retain value after many years of being worn and enjoyed.