Until the middle of the twentieth century, there was no agreed-upon standard by which diamonds could be judged. The Gemological Institute of America “GIA” created the first, and now globally accepted standard for describing diamonds: Color, Clarity, Cut and Carat Weight, also known as the 4 C’s. Now most people, when shopping for a diamond, might be swayed by a smooth-talking sales-rep into thinking that the Color or the Clarity is where one should focus most of their attention. However, of the 4 C’s, Jewel Bear believes that the Cut is the most important factor when shopping for diamonds. As explained above about the pricing of diamonds, the Cut can greatly influence the price of the diamond, more often, even more so than Color and Clarity. The Cut also dictates how brightly a diamond shines, because the path light takes to pass through the diamond is refracted by the angles and sides of how the diamond was cut. Therefore, please do not overlook the Cut when shopping for a diamond.