Why should I believe in the isee2 technology and its beauty scores?

Firstly, the isee2 technology was developed based on the research conducted on cut by AGS and GIA. Both these labs are world renowned for their research and grading standards. Coincidentally, most other grading laboratories worldwide utilize some, if not all grading components from these two laboratories.The isee2 technology renders live images of what AGS and GIA reproduce through virtual computer ray tracing models.

Secondly, our scientific research and engineering team put in countless hours studying cut variations, light performance, and the human component including viewing diamonds under varying lighting conditions and its relation to the beauty of diamonds before this technology was developed.

Thirdly, no expense was spared to get the most accurate research and experts in the industry to develop the technology. Beauty score of a diamond is determined by analyzing the three most important factors affecting the beauty of a diamond: Brilliance, Scintillation and Symmetry. When the diamond is placed in the beauty evaluator, a camera takes 15 images per second from 48 different lighting conditions to analyze the above-mentioned factors and assigns a beauty score on a 0 to 10 scale. It is impossible to tweak, nudge, or manipulate any of these scores. In retail stores, the demonstration is done live for this reason, for you to be able to see and witness it right before your very eyes.

Why was the isee2 technology developed?

A diamond is one of the most beautiful gems gifted by nature. While most labs are adept in grading the rarity factors of diamonds, such as color and clarity, hardly any credible technology was available to grade the most important aspect of a diamond, its beauty. This technology was developed solely keeping the interests of the consumer in mind. The main purpose was to enable the customer to compare the beauty of two diamonds side by side objectively without being misinformed or biased by anybody else. The technology helps in eliminating the confusion, guess-work, and the intimidation some consumers feels when purchasing a diamond.

Why is it very important to know the Beauty Score BEFORE you buy a diamond?

Before we answer that, let us ask another question. Would you purchase a diamond without knowing its color and clarity? If we are conscious about the rarity factors (Color and Clarity) of a diamond before we make a purchase, then how ironic is it that we are willing to buy a diamond without objectively knowing how beautiful it is. The most noticeable trait of a diamond is its beauty. The average human being cannot determine the color and clarity of a diamond merely by looking at it with an unaided eye. But most average human beings can see how much a diamond sparkles and scintillates. Our eyes fall short in accurately judging the amount of brilliance and fire (read beauty) when comparing multiple diamonds under carefully placed lights at jewelry stores. isee2 technology takes the guess work out when buying diamonds as the beauty score gives you an objective comparison and a measure of value for your diamond purchase. The most informed buyer usually gets the best value.

Has the isee2 technology been recognized and validated?

Currently, the isee2 technology is utilized and embraced in 25 countries around the world. This list is rapidly growing. More and more retailers in North America are also seeing the benefits of incorporating our technology in their stores to serve you better and to provide you a truly amazing and empowering buying experience. Here is a link to see what DeBeers thinks of us: http://www.professionaljeweler.com/archives/news/2004/083104story.html

What is the highest beauty score a diamond can get?

The highest possible score a diamond can get is 9.8 out of 10. There is no such thing as a Perfect diamond. All diamonds leak some amount of light.
A diamond that scores 9.8 leaks the least amount of light. Once a diamond scores over 9, it is almost impossible to judge the variation in beauty to the naked eye. All isee2 diamonds are guaranteed to score 9 or higher.

Can a diamond other than isee2 get a beauty score of 9 or higher?

Yes! It is possible. If a diamond is cut to the most rigorous standards and with the precision of an isee2 diamond, it is possible for that diamond to receive a score above 9. We will admit that we have seen rare instances where a diamond other than isee2 has scored 9. We will also admit that we are happy when we discover them. It clearly refutes any argument that we rig the isee2 machines to make our diamonds look better. But we are proud to say that no diamond or brand available in the marketplace today can CONSISTENTLY achieve a beauty score of 9 or higher as isee2 diamonds ALWAYS perform to this standard.

Why do diamonds of the same color, clarity and carat weight drastically vary in cost?

With all other factors being constant, the cut and beauty (brilliance, scintillation and symmetry) of a diamond alone can cause a difference of 50% in the cost of a diamond. The beauty score is an objective and scientific way to know the beauty of a diamond and hence its value. Therefore, regardless of the certification, or the location of your purchase, it is imperative to ask for the beauty score of the diamond you intend to purchase. Know what you are paying for!

Are all ideal cut diamonds the same?

Absolutely not! As a matter of fact, the word Ideal is probably one of the most misused words in the industry. The multitude of diamond certifying labs around the world have their own parameters for what constitutes an ideal cut. At isee2, our minimum standards are based on the global jewelry industry leaders in third-party, unbiased diamond cut grade research and certification, AGS and GIA. We have narrowed the parameters further from AGS and GIA standards to ensure that isee2 diamonds will be the most beautiful diamonds available.

Is an AGS certified diamond with a 0 cut grade the same as a GIA certified diamond with an Excellent cut grade?

Again, the answer is NO. Both AGS and GIA have their own parameters for cut grading. Based on who you talk to in the industry, opinions vary as to which lab is right or stricter in their grading. This is one of the reasons why at isee2, we believe that the cut and more importantly, the beauty of a diamond cannot be determined merely by a certificate. Our diamonds are OBJECTIVELY measured for their beauty based on the brilliance, scintillation and the symmetry of the diamond. An isee2 diamond always scores 9 or higher out of a possible 10 in the Beauty Evaluator, and therefore you can be rest assured that you are getting the most beautiful diamond in the world. Coincidentally, all our diamonds either have an AGS cut grade of Ideal (triple-zero light performance, proportions, and finish) or GIA Excellent, the highest possible grades any diamond can receive for cut.

Are all AGS 000 diamonds equally beautiful?

Let us try to answer this question without getting too technical. Bear in mind, that the cut grade of a diamond is determined by taking various factors such as crown angle/height, pavilion angle/ depth, table percentage, girdle thickness, etc into consideration. Based on varying acceptable proportions considering the above factors, a range is established for cut grades. There is also an acceptable range within an Ideal cut grade. Therefore, we often see that diamonds with AGS 000's have a range in their light performances as well. Also, these diamonds sometimes easily score well below 9 in the Beauty Evaluator as the combination of these parameters are less strict than isee2 standards. isee2 pioneered the parameters for brilliance, scintillation and symmetry in the diamond industry. Hence, an isee2 diamond, scoring 9 or higher in the Beauty Evaluator, is the most brilliant, scintillating and symmetrical diamond money can buy.

I have heard that some diamonds are cut under 100 times magnification. What about yours?

Our diamonds are hand cut using the latest technology available under 200 times magnification which is 20 times the industry standard. But our obsession with beauty starts even before the rough diamonds get to the master cutters. We choose the finest rough crystals, to yield the most scintillating diamonds, after the cutting process. It takes us on average 2 to 4 months to cut a single isee2 diamond. We have a MINIMUM of 28 quality control checks performed during the cutting process to ensure that our diamonds are cut to maximize beauty. Diamond cutters strive to balance 2 factors: carat weight and beauty. At isee2 our quest is ALWAYS for the most beautiful diamond. We use vibration free cutting wheels to ensure that your diamond has the best possible polish and finish. As far as we know, currently no other brand available today can boast of such precision and care in diamond cutting. We go to great lengths to ensure that you get the most beautiful diamond for the love of your life.

I have heard that diamonds with more facets are more brilliant. Is that true?

Let us first explain the standard facet arrangement for modern round brilliant cut diamonds. For over 150 years the most accepted number of facets for round diamonds is 57 (33 facets on the top and 24 facets on the bottom). Diamond cutters, jewelers and consumers universally agree that this facet arrangement produces the most balanced and aesthetically pleasing combination of a diamond's beauty factors: brilliance (intensity of light returned), and scintillation (dynamic contrast-white & dark flashes, dynamic fire-rainbow colors). Adding more facets does not necessarily produce a more beautiful diamond. In fact, when viewing modified round brilliants with more than 57 facets, many consumers feel such diamonds look blurry, fuzzy or even washed-out. That's because these diamonds produce more white flashes without the balance of light, dark and color. Think of it like this; have you ever seen fireworks in daylight? Of course not! Fireworks or dynamic fire in a diamond stand out against a dark background; that is why it is important for diamonds to have a balance of light & dark flashes.

If isee2 diamonds are the best, then they must be the most expensive diamonds. True?

At isee2, we don't believe that the world's best diamond should be the most expensive diamond. However, we do believe that as a customer, you should get the best value. We can provide you this value because of the following reasons:
a. We are a diamond sight holder -this means that we have agreements worldwide to buy rough diamond crystals directly from the mines from which they are found. So when retailers buy our diamonds, they are buying it directly from the source. There are no middle-men involved in this buying process.
b. We have our own cutting factories. That means that we don't pay anybody else to cut our diamonds. This helps us to keep prices in check, but more importantly we have absolute control over the quality.
c. We use innovative marketing strategies without relying on expensive and traditional marketing campaigns. Therefore, when you purchase an isee2 diamond from our retail partners, marketing expenses are not built in to the price.

Are isee2 diamonds conflict free?

Most certainly! Just as we have our journey in life, diamonds have their own distinctive paths. Every isee2 diamond has a unique ID number ionized on the table of the diamond, invisible to the naked eye, but visible under 200 times magnification in the ID viewer. All isee2 diamonds also come with a pedigree or birth certificate that tracks each diamond's journey all the way from the mine to the finger. The isee2 birth certificate includes: the unique ID number, information about your diamond's origin, the rough weight, the sawn- weight, the final polished weight, grading report facts, and much, much more. This birth certificate tracking the diamond's lineage also proves our commitment to social and ethical responsibility. Additionally, we adhere to the Kimberly process to ensure absolute transparency in the mining and sourcing of the rough diamonds.

Can I buy a princess cut isee2 diamond?

Of course! Currently we offer two shapes in addition to the round. A 4-cornered princess cut and a patented 8 sided Octagon cut. Both these shapes also score a 9 or higher in the beauty evaluator. Our princess cut diamonds also get an Ideal (zero) cut grade from AGS. They are the classic princess cut with the 4 corners and not a variation with beveled corners. Our princess cuts are chamfered to minimize the possibility of chipping and cracking not only while setting your diamond, but also during the course of normal wear.

Should I be cautious about a GIA certified 'Ideal' diamond?

Yes! GIA does NOT grade any diamond as Ideal. The highest possible cut grade a diamond can receive from GIA is Excellent. However, some diamonds with an Excellent cut grade could get an Ideal grade from AGS. But certainly, not all diamonds with Excellent cut grades will pass the stringent parameters for AGS Ideal. The isee2 technology helps in eliminating the confusion with regards to cut grades and certifications by measuring the most important aspect of a diamond- its beauty. Irrespective of the certification (AGS Ideal or GIA Excellent), all isee2 diamonds are guaranteed to get a beauty score of 9 or higher. Shouldn't the Ideal diamond for your love be the most beautiful one?