Buying a diamond is really pretty easy. It’s not really all that scientific or even mysterious. All you have to do is sit down, gather a bunch of diamonds in front of you and pick the one that’s prettiest. Yes, yes -your very own “pretty-meter” is just as accurate and reliable as any “gemologist’s.” In fact, our customers tell us that shopping for a diamond at Fey & Co. is actually fun.

Why It’s “Funner” at Fey: that last paragraph having been said – the first difficult part is finding a jewelry store where you can find enough diamonds at about what you want to spend to make the comparison meaningful. Most can’t cut that mustard. The second part is finding a jewelry store that will even allow you to look at a bunch of diamonds all at once. You’ll quickly find out that most won’t. So don’t go to a jewelry store. Come to Chicago’s diamond store – Fey & Co. Ready to start looking for an engagement ring?

It’s funny, but a lot of jewelers have oversimplified things by saying that all you need to do is buy a diamond by “the numbers”. The implication is that if the grades on the certificate and the angles of cutting are “correct” then your diamond will be beautiful. Sorry, but this is not true and every professional diamond buyer knows this (but may not want to admit it). After all why would professionals like Ed and Tom travel half away around the world to buy diamonds if this were true?