When you go to a jewelry store, or consider making a purchase from an online retailer, the jewelry that has diamond certificates tends to sell for several hundred dollars more than diamonds that are graded the same that are without certificates. This is because the jeweler recognizes that they typically grade their diamonds one level better than an independent grading organization, like the Gemological Institute of America. The GIA is more conservative when grading diamonds because they do not gain anything from diamond sales.
Diamonds are valued according to their quality based on a grading system that makes use of the 4 C's. You should receive diamond certificates (also called grading reports) from independent companies rather than a jeweler, to insure that your getting an unbiased reporting of the value of the diamond. Otherwise, you could be paying much more for your diamond than what the diamond is actually worth. A diamond appraisal without a certificate might be meaningless.