Buying a Diamond This Valentine's Day? The Votes Are in! It's the Thought -and Clarity- That Count.

Business Editors

NEW YORK--(BUSINESS WIRE)--Feb. 11, 2004

WomensWallStreet.com Offers Tips on Selecting the Best Diamond for

Your Dollar

Love may be blind, but a diamond purchase should never be. With Valentine's Day fast approaching, WomensWallStreet.com asked its users whether the price, size or clarity of the diamond matters most or if it's simply the thought that counts.

The results? Thirty six percent of women ruled clarity as the most important factor to consider when purchasing a diamond, surpassing characteristics such as size (10%) or cost (2%).

More than half (52%) of WomensWallStreet users answered that it's the thought that counts. So if your thoughts turn to purchasing a rock this V-Day, consider these WWS tips before buying a diamond:

1) Know what you want and what's available: Take the time to educate yourself on what's out there. If you don't have a decent idea of what you want from the get-go, you could end up buying something on a whim -- and you might be disappointed with your selection later.

2) Understand the four C's: Cut. Color. Clarity. Carat. These are the four key characteristics that determine a diamond's value, and it's important to know what each one means in order to make an informed purchase. (For more, check out the full article on WomensWallStreet.com.)

3) Buy "shy": A diamond's value increases significantly when it reaches a true carat weight, like a half- or a full-carat. So instead of buying a .50-point or 100-point diamond, buy a .49- or .95-point stone. While the weight difference is negligible, the price difference could be substantial.

4) Deal with a reputable retailer: Only shop at jewelers belonging to one of the industry organizations that enforce ethical codes for their members, and make sure they have a dedicated, knowledgeable customer service staff and a no-hassle return policy.

5) Get a report card: Make sure you get a certificate for your diamond. This contains vital information -- its exact measurements and weight, as well as cut and quality.

About WomensWallStreet.com

WomensWallStreet.com is an objective, unique and entertaining source for reliable and expert information on all things financial. WomensWallStreet.com's mission is to empower women with the knowledge and confidence they need to better manage their money and to achieve financial independence.