This does not refer to a diamond’s shape, but to the proportion and arrangement of its facets and the quality of workmanship. The amount of brilliance, sparkle and fire in a diamond is determined by cut. Grades range from ‘Excellent’ to ‘Poor.’


In most diamonds, the term actually refers to the absence of color. The less color in the stone, the more desirable and valuable it is. Some of these differences are not visible to the naked eye, but directly impact the overall quality and price of the stone.


This measures the amount, size and placement of internal ‘inclusions,’ and external ‘blemishes.’ Grades run from ‘Flawless,’ with virtually no imperfections, to ‘Included,’ which contain a significant number of imperfections.


This measurement refers to a diamond’s weight. Generally speaking, the higher the carat weight, the more expensive the stone. Two diamonds of equal carat weight, however, can have very different quality and price when the other three Cs are considered.

Here’s the most important thing to know about the 4Cs of a diamond: Cut is what matters most. Cut can effect over 50% of the value of a diamond.


Cut is what allows the diamond to sparkle and brings out the inner beauty.

What to look for in a stone?

  • Flashes of yellow, red or blue light
  • A balance of light and dark areas, which enhances the sparkle
  • A diamond that looks great in all types of lighting situations

How long have you been in business?

Kevin Main Jewelry had humble beginnings, opening in 1973 as a small, one-man silver shop in Morro Bay, California. In 1998 they expanded into San Luis Obispo.

What if I don't know what they will like?

We have very helpful consultants in the studio at all times. However, if you still can’t decide we do offer gift cards. That way your special someone can pick out the perfect piece!