Buying a Diamond

We believe that the best customers are the most informed customers. There is a lot of misinformation on the web today, especially as it relates to diamonds and jewelry. So please don't hesitate to contact us if you have any questions or comments.

Passion Fire is quite simply the first premium cut diamond brand available over the internet. Passion Fire diamonds hold to strict quality standards: AGS ideal proportions, perfect hearts and arrows symmetry, and excellent polish at 100 X magnification (ten times the industry standard.)

In buying a diamond, one must consider the combination of the "four C's." Over emphasis on any single characteristic will result in a diamond of much less beauty over all. We like to determine a client's budget, and offer multiple choices of different combinations. We feel this is the best way for a person to compare and understand value. There are so many ways to cut corners in order to come up with a diamond that "sounds" like it is a great "deal." Beware of the "great deal diamond" as more often than not, the price reflects a difference in quality, which may not be readily apparent.