You are about to spend a significant sum of money for an item that will be with you forever. Being a direct diamond importer and fine jewelry manufacturer, The Bridal Rings Company eliminates the mark-up profits involved in the normal distribution channel, culminating with your local neighborhood jewelry store or discount outlet and super stores. Unlike some well-known chain stores, who use their own grading diamond system, making it almost impossible to compare value with other stores. The Bridal Rings Company uses the industry's strict Gemological Institute of America (GIA) approved standards in grading all our diamonds. We encourage customer comparison. Make sure that when you do evaluate diamonds that you follow the GIA guidelines.