Enchanted Diamonds

Enchanted Diamonds Reviews, stop and read this updated review of Enchanted DiamondsA lot has changed since I wrote this Enchanted Diamonds review, to the extent that I consider this review to be null and void, and at this point it only exists for historical purposes, from the perspective that it represented what I thought of their web site at one point in time, but they’ve made such dramatic improvements to the site, and they have literally bent over backwards to accommodate suggestions that I’ve made during the conversations we’ve had over the course of the past year. Feel free to read the original review of Enchanted Diamonds that appears below, but I personally wouldn’t waste my time, I’d just proceed to my Current Review of Enchanted Diamonds and buy with confidence!


Enchanted Diamonds Review status changed to Nice Ice Approved VendorLong story short, the status of Enchanted Diamonds has been changed from rejected to approved. Be sure to take advantage of my free Diamond Concierge Service if you would like help selecting the best diamonds from the vast inventory of options that Enchanted Diamond offers, and remind me to send you the exclusive coupon code that I negotiated for my clients, which will provide you with significant savings off the price of a setting ordered from Enchanted Diamonds.


My original Enchanted Diamonds Review from May 2013:

“Dear Mr. Gray, Thank you tor the information on your website. It is very informative. Have you heard of the online diamond wholesaler called Enchanted Diamond – https://enchanteddiamonds.com. They seem to be the new kid on the block and they are more cost competitive then any of the online wholesalers. They seem legit, they have a clean BBB, no negative feed back online. Do you have any advise for researching weather (sic) a diamond wholesaler is legit? What do you think about a consumer removing the middle man and going direct. I have an opportunity to buy a diamond from a company named Facets Singapore (https://www.facetsingapore.com/). I am still researching this company. They seem to be legit. There website has been online for 17 years, they are a member of the WFDB Mark, all diamonds are GIA and HRD certified. Their CEO is president of the Diamond Exchange of Singapore. The only problem is that I’m not sure of the in’s and out’s of purchasing a diamond from Singapore as far as taxes, fee’s, tariffs, et. Any guidance you can offer? Regards, C. Young”

Let’s be clear from the start… I’m not a fan.
They don’t seem to be doing anything illegal, per se
But this web site made me vomit in my mouth!
That was three hours of my life which I’ll never get back…
“I’m sure that they’re nice people…”
“They have an enchanting domain name…”


For the sake of disclosure, I feel it necessary to mention that a friend of mine in the diamond industry recently referred to me as the World’s Diamond Critic. I’m a Total Diamond Snob and one of the original pioneers of the online diamond industry, so it’s easier to activate my gag reflex than it is to impress me, but there are some things about this web site and the nature of the inquiry which asked me to look at Enchanted Diamonds that reek.  But don’t take my word for it, go check them out and decide for yourself. My opinion about https://www.enchanteddiamonds.com <==== Definitely NOT an Affiliate Link ====> or any other online diamond company or product which I review, is simply “my opinion” which is based upon my personal experiences and the foundation of my personal belief system.  I urge you to take the time to conduct your own research, and to conduct your own due diligence, and to form an opinion of your very own, because mine is jaded by 25+ years in the diamond business as a buyer of zero ideal cut diamonds.

You Know What They Say About First Impressions…

Well they also say that there’s no such thing as bad press except for your own obituary… and perhaps both commonly used phrases are applicable within the context of this site review of Enchanted Diamonds because it seems to me like they asked to be scrutinized by the World’s Diamond Critic and if that’s true, then it just might make them eligible for this year’s Darwin Award <==== If only it were possible for this to be an affiliate link ====>  If by chance the good people at Enchanted Diamonds did not spam me in what appears to be a pathetic and blatantly obvious manner, then I apologize for that assumption and perhaps they should make some changes to their web site which will make them appear to be more legitimate so that people stop trying to determine whether or not they are legitimate.

And I’m not trying to imply that Enchanted Diamonds is not a legitimate company… I’m merely addressing what appears to be a legitimate concern being expressed by people on the internet… the inquiry at the top of this page states that “they seem legit” which “seemingly” implies that they might not be; and then this post on the Diamond Review forum posted on February 17, 2013 asks “is this a legitimate company?”  Another concern seems to be the prices being advertised by Enchanted Diamonds and I must say that I have a few concerns about the manner in which they promote their pricing structure because it seems a bit more than misleading to me.


Walking a Fine Line with Fair Pricing Practices:

This is where things really start to fall apart for Enchanted Diamonds as far as I’m concerned… I click on the link on their web site to look at the details for this 0.90 carat, D-color, Internally Flawless clarity, round brilliant cut diamond from Enchanted Diamonds, Stock #769803 <==== Once again, NOT an affiliate link ====> which is advertised as selling for $12,108.00* and the first thing I notice is that the details presented are exactly the same for the page options “Basic Info” and “Detailed Info” which I’m guessing is because the diamond is not in their physical possession.  This premise is supported by the statement “This diamond comes from India and is Final Sale” because it’s reasonable to think that I’m going to want to purchase a diamond sight unseen from India without the option of being able to return it if I don’t like it for some reason. Are you kidding me?!?!?


And don’t even get me started on the fact that  I had to download a copy of the GIA diamond grading report on to my computer (without disclosure in advance that this is their method of delivery) in order to see it… I just LOVE having to download files on to my computer from people who I don’t know.  Why aren’t these files being  made readily available as graphic images on the diamond details pages?  Blue Nile doesn’t ask their customers to accept the download of unknown files on to their system just for the sake of verifying product details. Lame.


Oh by the way, accepting the file download did enable me to determine that the diamond has a crown angle of 33.5 degrees with a pavilion angle offset of 40.8 degrees and that it is inscribed “H&A” indicating that it supposedly has a crisp and complete pattern of Hearts and Arrows, however I find that a little difficult to accept given the extremely shallow crown angle, but there is a remote possibility that it is possible and this is where a photograph of the Hearts and Arrows pattern would be greatly appreciated, but those images are not provided on the diamond details page so we just have to take their word for it. By the way, the reference to the “H&A” under the comments section of the GIA diamond grading report is merely a reflection of the inscription being present as a characteristic of the diamond at the time it was graded, it is does not reflect the opinion of the GIA which does not grade diamonds for Hearts and Arrows.

This is a close-up of the Enchanted Diamonds “Diamond Price Miner” which appears in the lower right corner of the “diamond details” provided for the 0.90 carat, D-color, Internally Flawless diamond which is described above as measuring 6.27 – 6.25 x 3.75 mm with a total depth of 59.9% and a table diameter of 60% with a medium to slightly thick, faceted girdle and no culet with GIA Excellent polish and symmetry.  As you can plainly see, it implies that the price of the diamond at James Allen is $12,690.00 and it is Not Available at Abazias and it is selling for $14,061.00 at Blue Nile and it is only $12,108.00 at Enchanted Diamonds, so if price is a factor in your decision with whom to purchase from, you might assume that Enchanted Diamonds is the low price leader.


When You Assume you make an Ass out of “U” and Me:

My grandfather used to tell me that when something seemed to be too good to be true, it probably was… so I went to James Allen and conducted a search for round brilliant cut diamonds weighing 0.90 carats, D-color and Internally Flawless clarity and there was only one option priced for $12,690.00 and it is clearly not the same diamond!  The diamond offered with James Allen measures 6.40 – 6.36 x 3.71mm and has a  total depth of 58.2% and a table diameter of 60% with a thin to slightly thick girdle and no culet with excellent polish and very good symmetry: James Allen Stock #154322 <==== that is an affiliate link ====> but this diamond does not meet my selection criteria.


Naturally I go to Blue Nile and locate the only round brilliant cut diamond in their inventory which weighs 0.90 carats and is D-color with Internally Flawless clarity which is selling for $14,061.00 and discover that it is not the same diamond either… “BIG SURPRISE” I know, right?  It actually measures 6.19 x 6.17 x 3.85 mm with a total depth of 62.2% and a table diameter of 58% with excellent polish and symmetry: Blue Nile Stock #LD02898949 <==== that’s an affiliate link  ====> but this diamond does not meet my selection criteria either.


So Does This Practice Represent Consumer Fraud?

Honestly I’m not really sure because while it is NOT clearly indicated on the diamond details page which displays the price differences between various online diamond dealers that this price comparison is not being based on diamonds which are identical, I did eventually run across this disclaimer “somewhere on the site” which states that the Enchanted Diamonds “patent pending” Diamond Price Miner “links you to similar or the same products from our competitors and it automatically lowers our prices to beat the competitors prices every time.”  So a disclaimer is available if you’re willing to dig around the Enchanted Diamonds web site long enough to find it… truthfully I don’t remember where I found it, but it was long after I took the time to search for the diamonds being advertised as costing more on James Allen and Blue Nile.


Of course in this  particular instance, and I suspect many others, the Enchanted Diamonds Diamond Miner Tool essentially provided a price comparison between three completely different diamonds which might only appear to be truly “comparable” to a diamond neophyte.  At best this is perhaps a poor business practice, at worst it might actually violate a few consumer anti-trust laws, but I’m merely a diamond critic, not an attorney so we’ll leave that to people like the Jewelers Vigilance Committee <==== This should be an affiliate link, because I refer a lot of people. Laughs ====> Anyway, regardless of whether this practice is legal or illegal, moral or immoral, ethical or unethical, I’ll leave it to you as to whether you want to conduct business with people who operate like this, but it made me throw up in my mouth a little.  I actually did get up and go brush my teeth.

But Wait… There’s More to Learn “About” Enchanted Diamonds:

I can’t explain why I decided to waste any more time on this web site, but I clicked over to the About page of Enchanted Diamonds to see what it says about them.  They appear to be affiliated with all of the normal trade organizations that are necessary to be an active member of the industry: Jewelers Board of Trade; Diamond Dealers Club of NYC; the Diamond Registry… Oh wait, as a member of the trade, I can tell you that the reference to the last one is not as impressive as it seems at first glance, because it’s merely one of the many Multiple Listing Services (MLS) used by the industry to advertise their inventory holdings to the trade… it’s like the MLS used by the real estate market. But hey, it sounds good, right?  I mean when you first heard the words “Diamond Registry” you might have thought that it was some sort of trade organization that required more of its  members than a pulse and a checkbook.

Pictured to the left is a screenshot of a “Checklist for Diamond Buyer” which I captured from the About page of the Enchanted Diamonds web site on May 24, 2013.  It provides answers to basic questions which are important for you to get answers to before sending your hard earned money out into cyberspace.  Kudos to the people at Enchanted Diamonds for taking the initiative to address these questions in advance.


However Question #8 which reads: “Do they offer to fax you full and unabridged certificates?” and the answer “Upon request we can fax or e-mail a copy of the full certificates for all our diamonds.” raises a bit of a red flag for me because that’s just a hassle… As a consumer I want to be able to access all of the pertinent details about a diamond with the click of a mouse and not have to subject myself to a sales person just to see a diamond grading report.

In addition, this is something which I interpret as indicating that the diamonds offered for sale are not in the physical possession of the dealer, but are merely listings which are being republished off of the multiple listing service for the trade ~ which is not in itself a bad thing, it’s a pretty standard business model which is used to sell diamonds and all sorts of other things.  In fact, the model of selling diamonds from the virtual inventory created by tapping  into the MLS for the trade is the same mode of operation incorporated by industry giant Blue Nile, however Blue Nile has figured out a way to  provide immediate access to the diamond grading reports for the virtual diamonds which they offer.

“Do You Want to Chat With Me?” How About Now?

Admittedly this is a truly minor complaint, but in the spirit of the last straw which broke the camel’s back… The Live Chat box which pops up in the lower right corner of every page is truly annoying.  I close it, it pops back up, I close it, it pops back up, and then when it finally stays closed… it pops up on the next page which I visit and more than a few times it confirmed it’s status as a STALKER by reminding me that I’d been on the Enchanted Diamonds web site before and would I like to Chat Live with a diamond expert trained by the GIA? OMG Seriously… if you’re going to install a cookie on my computer or track my movements on the internet, please write the code intelligently enough to recognize that I keep closing the damn live chat box and therefore I probably don’t want to engage you in conversation… ever.

Final Assessment for this web site: F-

I don’t know the people behind EnchantedDiamonds.com and I have absolutely no interest in developing a relationship with them at this point in time.  It seems like every click of the mouse on their web site leaves me feeling scummier and scummier.  Starting with the first click which originated from this inquiry which I imagine to be a really blatant attempt to spam me for a review of their web site… does anybody reading the inquiry at the top of this page actually believe it is written by a consumer?  It reads like a testimonial written by a PR Firm.


However as previously stated at the beginning of this article, my opinion is just that… my own opinion and I encourage you to conduct your own research and due diligence and reach your own conclusion.  There may be things about Enchanted Diamonds which appeal to you, but do not appeal to me and that is one of the things which I love about the open market.

My reason for giving Enchanted Diamonds a failing grade for their web site are as follows:

  • Misleading price comparison tactics.
  • Lack of detailed diamond grading information.
  • Necessity of accepting file download to see lab report.
  • Absence of clarity photographs.
  • Absence of ASET, Ideal Scope and H&A Scope images.
  • Inability to limit diamond search by measurements.
  • No trade-in policy.

All of these factors could be easily addressed and I will be more than happy to revisit the web site and update my review to reflect those changes at that time… but as it stands now, this is not an online diamond vendor that I would personally conduct business with.

Factors of My Diamond Selection Criteria:

Regardless of who you decide to purchase from, understand that my primary focus is on light performance (volume of light return) and visual performance (volume of sparkle) and there are very few diamond cutters in the world who are capable of delivering top notch performance in these two categories which is why I focus on the production of the ones who are featured on my web site.  Feel free to email me links to the diamonds which are of interest to you on these web sites if you would like me to look over the details provided on the diamond grading reports.

If you are purchasing a round brilliant cut diamond, I strongly recommend focusing your search on diamonds graded by the AGS Laboratory on their Platinum Light Performance grading platform with an overall cut grade of AGS Ideal-0 and then only those which possess an ASET image (on the report) which is consistent in pattern of color and contrast with a majority of surface area covered in red with a light amount of green and  arrows which are deep blue in contrast as this is an indication of exceptional light return.

Keep the total depth of the diamond between 59 – 61.8% with a table diameter between 53 – 57.5% (maybe 58%) and a crown angle between 34.3 – 34.9 degrees offset by a pavilion angle between 40.6 – 40.9 degrees with a thin to medium (possibly slightly thick) faceted girdle and a pointed culet.  Diamonds graded by the GIA may be acceptable within these parameters if the overall cut grade is Excellent and the seller provides an ASET image as part of their description process.

Note that I also insist on images of the diamond as seen through an Ideal Scope and a Hearts and Arrows viewer as these provide insight into the optical symmetry of the diamond which is not actually graded by the gemological laboratories… if you’re not buying for light performance and sparkle factor is not a concern, then any diamond will do… right?  But if you are buying a diamond for light return and visual performance, then the only way to accomplish this knowledgeably is to work with vendors who specialize in this type of production and provide this type of detail. This pretty much limits your search criteria to vendors who stock physical inventory and Enchanted Diamonds does not appear to have any diamonds in their possession because when I opened the search parameters all the way for carat weight, color, clarity and price, but limited my search to in-house diamonds, RESULTS = No Match Found.


But wait… What about Facets Singapore?

The most I can say about FacetSingapore.com is that unless you’re a relative or really good friend of the owner, I wouldn’t expect a legitimate diamond manufacturer or wholesaler to work directly with an end-user consumer, and consider it to be suspect because doing so is considered to be a tier violation by our industry, and would likely cause their legitimate wholesale customers to cease conducting business with them if the sale were discovered…. Truly.  To the extent that if I were one of their wholesale accounts, they would lose me immediately upon receipt of this email message from you… forever.  And this practice is well known throughout the industry, which is why manufacturers and wholesalers tend to focus their sales efforts on the volume traffic provided by legitimate wholesale accounts, and not one-to-one consumer transactions which tend not to be worth their time, because it is not how their business is structured… and if it is structured for one-to-one direct consumer transactions, then they’re frequently not really diamond wholesalers, but retailers disguising themselves as wholesalers.


Beyond that, their web site appears to be extremely out of date and reminds me of a throwback to the 90’s and that in itself I consider to be something to reflect upon, because all of the wholesalers who I’ve done business with over the years realize the importance of maintaining a state-of-the-art web site in this age of information technology when it is easy and cost effective to do so… I’m not even going to get into the whole concept of wire transferring money to a diamond merchant in Singapore, with no apparent track record of commerce with end-consumers here in the United States, because I’ve exceeded my allocation of creative expression for the day.