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When I bought my fiancee's I focused on the cut (the proportions of the diamond) then the color, then the size, then the clarity... I bought the diamond online from a place that specializes in diamonds cut to exact proportions to maximize brilliance (bling-bling). The price was less than a mall-quality POS diamond, and even though it's "only" .65ct (E color, VS1), everyone that sees it is like "daaaaamn that's the sparkliest diamond I ever seen" because of the cut and the whiteness... I also designed the setting to maximize the light that goes in (think about that when you pick one)... I just figured there's always going to be some rich ho w/ a bigger diamond, but they would be extremely hard-pressed to find a more brilliant one at any local place in the state...
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