YosemiteSam
Unfriendly and Aloof!
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Brilliant cut is king. It looks the best and will sparkle a ton more than any other cut. If you go to a jewelry chain store (Kay, Zales, etc), expect to get bottom quality diamonds, but you will pay bottom barrel prices. The absolute best place to buy diamonds is the diamond district in New York. Though you have to shop around and haggle a lot. You can get a great deal there.
If you want a diamond that looks expensive that isn't. (and you must ask your woman before doing something like this) You can look at Moissanite (lab grown diamond) and specifically a Forever Brilliant Moissanite. (never buy that cubic zirconia crap) They are far cheaper and can still look great. My wifes wedding bans (she got a set of three) are all real diamonds (from the diamond district), but she also wanted brilliant cut diamond earring studs. She said to get them in moissanite to see what she thought about them. She has been wearing them every day for the last eight years.
If you want a diamond that looks expensive that isn't. (and you must ask your woman before doing something like this) You can look at Moissanite (lab grown diamond) and specifically a Forever Brilliant Moissanite. (never buy that cubic zirconia crap) They are far cheaper and can still look great. My wifes wedding bans (she got a set of three) are all real diamonds (from the diamond district), but she also wanted brilliant cut diamond earring studs. She said to get them in moissanite to see what she thought about them. She has been wearing them every day for the last eight years.