Why do retail store diamonds look to shiny!

[mclapham]

I took a look at very well cut diamonds (both jewellers are highly trusted) - one at a retail store, and one at the dimly lit office of a wholeseller.

The retail store diamond just appeared SO MUCH more sparkly!! (It was an E color, compared to H at the wholeseller, but IMO, that shouldn't have impacted the brilliance). Is there anything in their lighting which would lend the stone much more shine?

Just to clarify - I don't mean the showcase, i've looked at stones in their store, and it appeared SO much brighter. I don't know if just maybe the cut is MUCH better.

 

[fortheloveofdiamonds]

Yep. Retail jewelers spend a lot of money on lighting right on top of the display cases to make their diamonds shine bright and sparkly. In this environment, you could put a piece of frozen spit in the display case and it would sparkle. IMO, before you buy a diamond, you need to see it in all lighting environments!

 

[Diamondsbybree]

IT is totally in the lighting~!

 

[treysar]

I think it also might have to do with the fact that they jewlery in the showcases are often freshly cleaned. For instance, i can go under those lights with my ring on, and one little fingerprint on my diamond makes it look dirty when the rocks in the showcase are always spotless.

 

[laney]

When I visited a office to view diamonds - the office was dimly lit - and the light sources were just overhead flourencent lighting as well as a lamp on the table.

There was some natural light coming through a window.

Diamonds in that light look very different than in say, a bailey banks & biddle. But -- a well cut diamond does look different.

I agree with most posters that the lighting in stores is set up appropriately to show off their product. But unless you have a personal wrist halogen spotlight to highlight your ring - you should try to see it in different light conditions...