Our commitment to our guests is that we try to make the seemingly complex process of buying a diamond, simple. It is our aim to deliver this both in our studios and here on our web site. At the end of the day, an expensive purchase like a diamond should be on your terms, not ours.
We also want our guests to buy diamonds the same way we do: with your eyes, combined with some simple guidance and tools we can provide based on generations of experience.
Simply:

Look at the beauty and brilliance of a diamond first, not its pedigree papers.

Unlike many luxury purchases, you need to get up close and personal with any diamond before you buy it because, “seeing is believing.”

Online retailers want you to believe that you can "see" a diamond's beauty by just comparing grading numbers and a grainy photograph of a diamond. But every professional diamond buyer knows that you have to see and compare diamonds to make sure they are the most beautiful and brilliant, and at the best value.               

Why else would Ed and Tom fly around the world all the time to buy diamonds?

This is how professional diamond buyers select and buy, and this is the only way we at Fey & Co. believe you should judge the beauty of the diamond you intend to purchase.

Look at many diamonds and compare their brilliance, quality, and price.

It is very important that you look at many diamonds and compare them side by side to find the most beautiful ones you can in your price range.

In the ideal situation, you should be able to see multiple loose diamonds right in front of you, so that you can compare their beauty and decide on the best one yourself.

By the way, the most beautiful and brilliant diamond in your price range might not always be the most expensive or have the best grading certificate. Another reason why you need to select an assortment of diamonds for consideration, look at them closely, compare, and judge for yourself.

At Fey & Co. we have one of the largest assortments of fine diamonds in Chicago for you to select from, either in person or browsing online, and all at our everyday low prices.

Use the same “tools of the trade” the experts do.

If you want to look deep inside a diamond, you need the necessary “tools of the trade” and environment to make your decision:

• A private area in which you can view and compare diamonds

• A binocular microscope (not just a loupe)

• Proper color corrected lighting (not just the dazzling lights in most mall stores)

• Independent diamond certificates on all the diamonds you see, and,

• A diamond expert who is there to assist you - not to sell you - on what they think you should buy.

Let a diamond professional guide you through the process with ease.

At Fey, our dedicated team of diamond experts works with each and every one of our guests to make the seemingly complex process of buying the perfect engagement ring or diamond gift a fun and highly personalized experience.

They make us look great everyday.

We look forward to sharing a cappuccino or glass of wine with you when it is time for you select your perfect diamond.