Adiamor Diamonds is an online retailer located in Los Angeles, California. Their web site features a modern design that is user-friendly and easy to navigate.
The diamond search option featured on the front page of the web site invites visitors to search nearly 100,000 diamonds. Consequently that appears to be a virtual diamonds database similar to Blue Nile and James Allen.
It’s no secret that I have a passion for Hearts and Arrows Diamonds because of the superior light performance and sparkle factor. Therefore I was excited to see Adiamor marketing their own brand of Hearts and Arrows Diamonds.
This is what is shown on their site as the Adiamor Affinity Diamonds collection. As you can see from the blue photograph of Hearts and Arrows shown above, the pattern of hearts and arrows looks "picture perfect”. In fact it is so perfect that I think it's a rendering created in something like Photoshop.
Dear Adiamor Diamonds, A Picture Is Worth 1000 Words:
Let’s face it, practically every image that is used for marketing purposes is edited in an effort to tantalize our senses. Those images also serve to manipulate us into making a decision to purchase one product over another. In essence, such images play on the likelihood that we'll mistake the visual perfection portrayed as being representative of the product being advertised.
In that case, perhaps it shouldn't be all that shocking that Adiamor Diamonds appears to be resorting to the same tactics. After all, it's not like the images of the models featured in fashion magazines that promote Adiamor Affinity Diamonds have not been edited.
In fact it might be more surprising if Adiamor Diamonds did not edit this image to exhibit a perfect pattern of hearts and arrows exhibited by Adiamor Affinity Diamonds. Imagine the loss in sales that such "Truth in Advertising” might result in when online shoppers such as yourself are bouncing around web sites comparing the Hearts and Arrows image quality of diamonds being offered by other vendors of Hearts and Arrows quality diamonds like: Brian Gavin, James Allen True Hearts and Victor Canera. In truth without actually being able to compare the diamonds side-by-side and see them for yourself through a Hearts and Arrows Scope, the only thing you have to go on is the cut quality of the diamonds as represented by those images.
Adiamor Diamonds Affinity H&A – Where’s the Beef ?!?!
I have to admit that I was stunned to discover that the diamond details pages for the Adiamor Affinity Diamonds don’t provide any actual images of the hearts and arrows patterns nor even a clarity image!
Instead each page offered a single "sample image” of what the diamond might look like (!) and a nifty rendering [insert sarcasm] of a round brilliant cut diamond as seen from a top down and side profile. Quite literally the words which spilled out of my mouth were "What the Hell?!?!”
After all, we provided actual photographs of the Hearts and Arrows exhibited by Nice Ice® diamonds as far back as 1996.
I suppose that a sketch is perfectly fine in terms of demonstrating the architecture of a Hearts and Arrows Diamond. However, a sketch is insufficient proof that a diamond exhibits a consistent pattern of hearts and arrows. After all, the degree of optical precision is going to dictate the consistency of the pattern. And any variance in the size, shape, or alignment of the facets is going to throw things off. In that case, I want to see a photograph of the actual pattern of hearts and arrows and not a sketch.
Affinity Diamonds Review: D18272500
Below is a screenshot of the diamond details page for a 1.02 carat, F-color, SI-1 clarity, Adiamor Affinity Hearts and Arrows brand diamond. As stated previously, the stock number is D1827500. Unfortunately, it seems that they take down the diamond details pages once the diamond is sold. That's unfortunate because it means that you can't refer back to the details later.
As a matter of fact, Adiamor does provide basic information such as the carat weight, color and clarity. In addition, they provide a link to the diamond grading report. However, they don't provide an ASET, Ideal Scope, or H&A Scope image. As a matter of fact, those images are vital if you want to estimate light performance.
In this case, they don't even provide a clarity photograph. So, you can't even see how the diamond looks in the face-up position. Consequently, I would never buy a car or any other high ticket item based on such limited information.
Affinity vs Brian Gavin Signature:
Below is a screenshot of the diamond details page for a 1.060 carat, F-color, SI-1 clarity Hearts and Arrows Diamond from the Brian Gavin Signature Collection. Notice that there a large clarity photograph of the actual diamond in a prominent position on the page.
In addition, there are photographs of the actual diamond as seen through an ASET, Ideal Scope, and H&A Scope. That means that you can verify the light performance and see how evenly light is reflecting throughout the diamond.
At the same time, there is a link that enables you to verify the diamond grading report with the AGS Laboratory. Plus, there are several high-resolution videos of the diamond taken under several different lighting conditions. In short, Brian Gavin provides everything you need to make an informed decision.
Ladies & Gentlemen of the Court, the Jury has reached a verdict:
I really like the design and functionality that the Adiamor Affinity Diamonds web site offers consumers in terms of being able to navigate the web site and find beautifully handcrafted engagement rings.
The site has the look and feel of a professionally designed catalog. It is pleasing to the eye and provides customers with a high-end shopping experience. Their jewelry catalog is laid out well and features a lot of very nice looking designs.
However, I’m going to give Adiamor a BIG Thumbs Down for the lack of information. In other words, I would like to be able to verify the light performance of Adiamor Affinity diamonds. Especially, in this day and age when the technology is readily available to produce those images.
After all, without that type of basic information, there is no way to verify the hearts and arrows pattern. In that case, I really don't think that we can consider Adiamor Affinity diamonds to be any different than GIA Excellent.
Savvy online diamond buyers expect basic information such as ASET, Ideal Scope, and Hearts and Arrows scope images. You should not have to take something as critical as the presence of a crisp and complete pattern of Hearts and Arrows for granted. It’s like the salesperson at a car dealership telling you that the car you’re purchasing is turbo charged. Then, refusing to let you take the car for a test drive or even pop the hood.
"Trust me Mr. and Mrs. Diamond Buyer, it’s Hearts and Arrows… you have my word on it.”
Get Help Choosing Adiamor Diamonds:
If you’re considering the purchase of Adiamor Affinity Diamonds or another brand of hearts and arrows diamond, I’d be happy to assist with the selection process. Just send me complete details about the diamonds you are considering or the diamond that you are looking for, and I’ll be happy to provide professional insight, and perhaps a few options that I’m able to find online.