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Color and Clarity make a huge difference on how much "fire" the diamond has. A good quality diamond will sparkle in very low light. It took me 3 months to find the right diamond for my now wife and I must have gone to 20 different stores.
Take your time, research them and dont buy the 1st one you see. Since there really is no set standard for rating color you can find a diamond that may be an "H" at one store and a "G" at another. The problem with this is obviously the store that has it rated as the "G" is going to charge more because of the higher rating.
Also remember that when buying, most diamonds are marked up 50% to 100% and there is always room to negotiate.
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