One of the greatest investments you can make is deciding on the right diamond. While every diamond is as unique as a snowflake, your need and situation is just as unique. Having a good understanding of the unique qualities of diamonds can help with the decision making process. Atlanta West Jewelry believes that education is a key component of quality customer service, so that is why we have provided the interactive presentation and videos below. However, if you still have questions, please ask any one of the knowledgeable staff and we will be glad to help.

GIA 4Cs Interactive Guide

How to Choose a Diamond: 10 minute GIA Diamond Grading Guide (GIA YouTube Channel)

History of the 4Cs of Diamond Quality (GIA YouTube Channel)

How to Read a GIA Grading Report Video (GIA YouTube Channel)

Precious Metals

Precious metals, widely recognized as the centerpiece of jewelry, have been the hallmark of personal adornment throughout history. From the Egyptians to the Romans, the use of platinum, silver, and gold has been admired as décor. Modern jewelry consumers are no different. While gold continues to be the most commonly purchased form of high-class jewelry, platinum and silver are extremely popular as well. All three provide jewelry consumers with an attractive and durable base metal for glamorous jewelry.

Platinum is rare. It is a coveted treasure of discerning individuals. There is little platinum on earth, and it is found in few places around the world. This exquisite metal is 30 times more rare than gold. In fact, it is estimated that if all the platinum in the world were poured into one Olympic swimming pool it would be scarcely deep enough to cover your ankles. Gold would fill more than three pools. Platinum’s rarity makes it exclusive and distinctive–a celebration of your individuality.

Gold is a very durable and desirable metal that does not rust, corrode, or tarnish over time or with wear and tear. Throughout the ages, all over the world, Gold has been used by jewelers as much as for its beauty as for its ease of use. Gold is extremely malleable, and can be melted and shaped to create any design. Because of this extreme malleability, Gold in its purest form is not suitable for jewelry as it would not be able to withstand the rigors of daily wear and tear. It is therefore alloyed with other metals to make it stronger and more suitable for making jewelry.

A soft, silver-white metal that resembles white-gold and platinum, palladium is often used in engagement rings, watches, and earrings. Palladium was discovered in 1803 by William Wollaston, and named after the asteroid Pallas. It was introduced as a precious metal for jewelry use in 1939, and has grown increasingly popular over the last decade. Pure palladium is 95% palladium and 5% ruthenium. It provides the following key benefits.

For centuries, silver has been revered as a highly valued metal. It is the most abundant of all the precious metals. Ancient populations used it for currency, ornaments, silverware, and jewelry. Today, silver is implemented in a wide array of industries and market sectors such as electronics, medicine, and clothing. Its most common use, however, is in jewelry. Silver earrings, bracelets, watches, and rings are attractive, classy, and widely available.

Unless otherwise noted, text from Gemological Institute of America website,