From diamond engagement rings to diamond earrings, purchasing diamond jewelry is a major investment. Your diamond purchase may become a timeless family heirloom your loved ones will treasure for generations to come. A GIA certified diamond is evaluated using the four “C’s”: carat, color, clarity and cut. GIA is considered to be one of the strictest grading standards. While some of these differences are not visible to the naked eye, these minute differences can have a major impact on price and value. Understanding the four C’s will ensure you make a smart diamond investment.