The shape of a diamond influences the amount of color people may see in it. A round brilliant is the most efficient shape for returning light and will show less apparent color than a mixed cut like a princess, or a step cut like an emerald or asscher. But most important is how well the diamond was cut.
Diamonds are graded in the face-down position and viewed for color from the side. This is because great light return in a diamond can ‘mask’ color, especially in round brilliants. Extremely well-cut diamonds may appear more colorless in the face-up position than the grade they received at the lab due to superior light return. For instance, a diamond that was graded H in the side position can ‘face-up’ like a G or an F, but only if it was cut extremely well.
Whiteflash first sold only diamonds in the D-I range, but our commitment to cut quality resulted in the majority of our near-colorless diamonds to face up several grades better. As a result we are now selling colors as low as K, to the delight of many consumers.
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