Most online jewelry vendors tend to provide similar services to their customers – a wide variety of products together with browsing tools, financing campaigns, relatively low pricing when compared with offline stores and the option to custom design a product.

Diamonds Factory Homepage

One such company is Diamonds Factory and offers a few differences that set it apart from the crowd. But is it different for good or bad reasons? Read on and find out.


Why is Diamonds Factory So Cheap?

Diamonds Factory holds onto the claim that it offers some of the best prices on diamonds in the market today thanks to its ability to offer factory prices.

In fact, it seems to hold good on these claims since their prices do appear to be relatively lower when compared to those of their rivals. However, the long-term viability of this as a business model, where prices are well below the expected. So, why are Diamonds Factory’s prices so low?

The answer lies on the website. If you take a look, you’ll see amazing prices on each listing page with a photo of flawless, beautifully mounted diamonds. When you take a close look at the variables, though, you’ll realize the default price that is shown is really for a diamond that has a very low clarity and color grade along with a Diamonds Factory issued certificate or one from the EGL.

To truly understand the value and authenticity of a diamond, it’s pivotal to be aware of the certification behind it. Certifications serve as a diamond’s resume, detailing its specifications and proving its worth. Not all certifications are made equal, and while the Diamonds Factory certificate may seem valid at first glance, it lacks the rigorous standards and global recognition that certifications like GIA (Gemological Institute of America), AGS (American Gem Society), and IGI (International Gemological Institute) provide.

Let’s delve deeper into the significance of these internationally recognized certifications:

  1. Rigorous Grading Standards: Institutions like the GIA, AGS, and IGI employ meticulous procedures and advanced technologies to assess the quality of diamonds. Their grading systems are standardized, ensuring consistent and objective results. This ensures that when a diamond is labeled as being of a particular grade, it truly meets those specifications.
  2. Credibility: When purchasing a diamond with a certification from a globally respected institution, it’s akin to receiving a guarantee of that diamond’s stated quality. Given the considerable investment one makes in buying diamonds, it’s paramount to be confident in the product’s genuineness and quality.
  3. Resale Value: Should you ever decide to sell or trade your diamond in the future, having a certification from a renowned institute enhances its resale value. It serves as proof of quality, making potential buyers more confident in their purchase.
  4. Consumer Education: Established institutions like the GIA, AGS, and IGI aren’t just about grading diamonds; they are also dedicated to educating consumers. By purchasing diamonds certified by these bodies, you are indirectly being made aware of various aspects of diamonds that you might not know of, thus allowing you to make a more informed choice.
  5. Avoiding Synthetic or Treated Diamonds: These reputable bodies can accurately identify diamonds that have undergone treatments or are lab-grown. This distinction is critical for consumers who wish to invest in natural diamonds.

The bottom line is, while the initial allure of a lower price might be tempting, it’s essential to consider the long-term value and assurance that comes with globally recognized certifications. The Diamonds Factory certificate may provide a semblance of verification, but in the intricate world of diamonds, it’s best to trust entities that have spent decades, if not centuries, mastering the art and science of gemology.

Looking for alternatives? If you looking for the best cut quality diamonds try Whiteflash, I would also consider Blue Nile and James Allen.

Loose Diamonds from Diamonds Factory?

For many diamond enthusiasts and buyers, purchasing loose diamonds offers a world of flexibility. It allows the freedom to choose a unique setting elsewhere, often leading to personalized, bespoke pieces that resonate with individual tastes. Unfortunately, Diamonds Factory adopts a rather restrictive sales model in this regard.

Engagement ring and ring and diamond search for diamonds factory

Contrary to what one might expect, Diamonds Factory does not sell loose diamonds. This means that buyers are obligated to select one of the in-house settings available, limiting the scope for customization and individual expression. Such an approach may appeal to those looking for a streamlined, one-stop-shopping experience. However, for those who have a distinct vision for their jewelry or have already invested in a special setting, this can be a significant drawback.

In an industry where personalization and the freedom to choose often stand paramount, Diamonds Factory’s model can come off as limiting. For buyers seeking the true essence of bespoke jewelry creation, the inability to purchase just the gem can be a deal-breaker. While their settings might be of good quality and design, the lack of choice can be constraining for the imaginative buyer.

The Filtering System

When the search function for diamonds is put to the test, it is also lacking.

The criteria and filtering system to categorize diamonds isn’t effective at all. Even when searches are limited, the diamonds that are revealed aren’t cut well and have physical dimensions which fall far short of those in the ideal cut range as well as having poor faceting proportions. While not every diamond in the listings is poor quality, these filtering issues mean that you have to put in extra work to find a high-performing diamond and this makes it much harder to find a product to buy. And if you’re not experienced, how do you even know what you’re looking for?

Can I Trust Diamonds Factory?

Navigating the labyrinthine world of diamond retail requires discernment and a keen understanding of what defines quality. While Diamonds Factory has positioned itself as a go-to destination for diamond enthusiasts, its standing within the industry is mixed.

For the discerning consumer, the limited inventory of GIA-graded diamonds at Diamonds Factory – approximately 10% – is a cause for pause. The Gemological Institute of America (GIA) is globally recognized for its rigorous and consistent grading standards. By largely relying on other, less recognized certifications, Diamonds Factory’s offerings may not always meet the expectations of quality-conscious buyers.

It’s worth noting that purchasing from Diamonds Factory doesn’t necessarily mean you’ll acquire an inferior diamond. However, the key lies in approaching such a transaction with a well-informed perspective. The ability to differentiate between the various grading certificates and understand their implications is crucial when considering a purchase from this retailer.

Customer service, another essential facet of any retail experience, seems to be a hit-or-miss affair at Diamonds Factory. Reliable post-purchase support can make or break a buyer’s experience, and inconsistent service can mar an otherwise satisfactory transaction.

In summary, while Diamonds Factory might serve the needs of a casual buyer, those seeking top-tier quality and service may find other retailers more aligned with their expectations. It’s paramount to conduct thorough research, seek trusted certifications, and prioritize stellar customer service when making such a significant investment.

Diamond Imaging & Light Performance

One of the critical aspects of modern diamond retailing is the provision of detailed visual documentation that allows buyers to thoroughly evaluate a diamond’s visual properties. Top-tier retailers often provide HD videos, “hearts and arrows” imagery, Ideal Scopes, and ASETs (Angular Spectrum Evaluation Tool images) to showcase the brilliance, symmetry, and fire of their diamonds. These tools are not just frills; they are vital in assessing a diamond’s cut quality and overall appearance.

Surprisingly, Diamonds Factory falls short in this domain. The absence of these images and videos leaves potential buyers in the dark, quite literally, about how a diamond interacts with light – an essential aspect of its beauty. Such detailed imagery isn’t merely about aesthetics; it provides tangible evidence of a diamond’s quality, highlighting any potential flaws or inclusions that might affect its value.

Without these tools, one must rely heavily on grading reports and trust that the diamond will live up to its described quality. While grading reports provide essential information about a diamond’s carat, clarity, color, and cut, they don’t offer a full picture of its light performance. Given that a diamond’s sparkle and brilliance are arguably its most captivating features, the lack of such visual tools at Diamonds Factory is indeed a red flag for informed buyers.

In the age of digital shopping, where seeing a product in person before purchasing is often not feasible, these visual aids are paramount. Their absence at Diamonds Factory is a significant oversight and something prospective buyers should consider before making a purchase.

The table below shows which vendors supply light performance imaging:

Whiteflash Blue Nile James Allen Brilliant Earth Ritani
HD Video Imaging

(Brilliance and Sparkle Video)

(only on request)

Diamond Image

(only on request)

Ideal Scope

Hearts & Arrows

(only on some diamonds)

Sarine Report



Diamonds are not just symbols of luxury and love; they are investments of both money and emotion. As such, the buying experience should be grounded in trust, transparency, and expertise. While Diamonds Factory offers a range of products, there are notable areas of concern that potential buyers should be aware of. The limited availability of GIA-graded diamonds, inconsistent customer support, and the glaring absence of detailed visual tools like HD videos and light performance images point to a shopping experience that might not meet the standards set by more esteemed diamond retailers.

For the casual buyer, Diamonds Factory might offer an acceptable avenue. However, for those who prioritize quality, transparency, and informed purchasing, there might be other retailers better equipped to meet these expectations. As with any significant investment, conducting thorough research, understanding the intricacies of the product, and ensuring post-purchase support are paramount. In the shimmering world of diamonds, every facet matters, and so does every step of the buying journey.

Where should you consider instead? For small budgets James Allen and Blue Nile will have a large number of great options, if you’re looking for the best cut quality then Whiteflash is the best option.

Richard Jenkins, The Diamond Guru

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