The myriad of criteria used to assess the price and value of a diamond can make purchasing one a confusing and intimidating experience. These criteria are commonly known as the 4 C’s.

At ADARA, we believe too much focus is often put on criteria that affect a diamond’s price, but don’t derive the customer much more benefit for that higher price. This belief, and much research, led to our version of the 4C’s.


Cut relates to how a diamond is able to refract and reflect light, resulting in its signature sparkle. ‘Scintillation’, ‘Fire’, ‘Life’ and ‘Brightness’ are some terms used to describe what we, and many others, believe to be the most important aspect of any diamond.

To understand the challenge for any company to purchase or manufacture beautifully cut diamonds, one needs to realize that diamonds are traditionally cut to maximize weight as this has a huge bearing on the price it will fetch. Very often little or no attention is paid to ensuring that the diamond is cut to maximise sparkle  – as the price gain to do so does not pay for the huge effort required.

What we do: To overcome this challenge, ADARA has partnered with two of the world’s most respected and recognized diamond brands.  Each and every diamond above 0.30 carats has been analysed, selected and endorsed by either FOREVERMARK or South African Ideal Cut; ensuring that it is cut to proportions that maximise its sparkle. 


Like snowflakes or fingerprints, every diamond is unique. Minute blemishes or birthmarks (called inclusions) differentiate each stone. Clarity references how few inclusions a diamond has.

Inclusions may be crystals of a foreign material, another diamond crystal, or a tiny crack that’s referred to as a structural imperfection. Factors like number, size, colour, relative location, orientation, and visibility of inclusions can all affect the clarity of a diamond. A clarity grade is assigned based on the overall appearance of the stone under ten times magnification.

Although minor inclusions are useful, as they can be used as unique identifying marks, diamonds with higher clarity grades are more valued.



Diamonds come in a wide range of different colours – from blues and greens, to reds, pinks and many colours in between. These colours are caused by traces of elements that the diamonds were exposed to millions of years ago when they were formed. The more uncommon the element, the rarer the colour and the higher the price. In order of rarity, yellow diamonds are followed by brown, then colorless, blue, green, black, pink, orange, purple, and red.

Most diamonds are graded on an alphabetic scale from D to Z, ranging from colourless (very rare) to a dull yellow (slightly more available) to a bright yellow (which again becomes more rare).


Carat weight is the second most important attribute to the customer as this aspect is often visibly obvious. Carat weight refers to the weight of a diamond. 1 carat equals 0,20 grams. This measure does not refer to the width of the diamond and is therefore not a true indicator of ‘perceived size’. If one imagines a tall, skinny diamond and a short, stocky diamond, both weighing 1 carat, it’s easy to understand that carat weight can potentially be slightly misleading.

What we do: At ADARA, we are proud to offer the customer complete peace-of-mind with regards to carat weight and sizing. All our diamonds are cut, analysed and selected to the most exacting standard and proportions by either FOREVERMARK or South African Ideal Cut.