Picture this scenario: You’re making a special trip to buy apples at your local grocery store. The sign on the display bin says $2.00/lb, and you take two pounds of apples to the register. The cashier says, “That’ll be $9.50, please.” You look up, bewildered, trying to figure out how that could possibly be the price. “Well, the weight is just a starting point. The apples you selected have the best color compared to the rest of the batch, and they’re the most apple-shaped apples we sell. And we can guarantee that they have the crispest texture of any apples you can find,” the cashier says. You’re now in a dilemma — do you try to go back to the produce section to find apples that are a bit less “perfect,” or do you just go ahead and buy the ones you have? Or do you give up altogether and try to go to another store where their apple prices aren’t so confusing?
If that sounds like mayhem to you, then welcome to the typical world of diamonds. Few other industries are as complex, expensive, and emotionally charged. And when purchasing, it’s often not only important to know the origins of your diamond, but one’s head can also be left spinning from the current standard model of pricing a stone based on the 4 Cs (Cut, Color, Clarity, and Carat). Shoppers usually don’t know if the extra cost of better color or clarity will even be worth it. Sometimes it is, and sometimes it isn’t — it totally depends on the situation and personal preferences. It’s often also common that tradeoffs be made between the different variables, and it’s usually a salesperson who suggests what the right diamond might be for you. And while that may be ok for some, the existing model takes power and information away from the consumer, leaving them wondering, even after they make their purchase, how and why diamonds are priced so differently. We believe that this dynamic is an inherent flaw in the diamond industry as it stands today… and we’re aiming to change it.
The first part to this is how Aether diamonds are sourced. Creating diamonds from air means that our gemstones are 100% free from conflict, harsh labor practices, and ties to corrupt governments. And as the most ethically sourced diamonds in the world, they’re actually good for the planet. There are certainly no origin issues there. But perhaps just as noteworthy is how we price them. Rather than calibrating our prices to micro-differences in cut, color, and clarity, we set a flat cost for each of our jewelry pieces. Our expert gemologists have been working in the diamond world for such a long time that they’ve identified the minimum characteristics for a luxury gemstone, above which any improvements in quality will be imperceptible to the naked eye. Our minimum standards guarantee that the quality of our diamonds is in the top 2% of all diamonds on the planet. And yet we even go a step further.
Because we create our own diamonds from air, our costs remain the same whether we produce a diamond that’s completely flawless or one that has a bit more character to it. (Yes, even diamonds grown in reactors have some variability to them.) That means that, in addition to our flat pricing, we are in a unique position to potentially send you a diamond that happens to be even better than our already high standard. So, if you buy a 2 carat diamond engagement ring from us, your diamond will be at least 2 carats with H color and VS2 clarity. But it may have a slightly higher carat weight, better color, and/or better clarity. It all depends on our inventory, the design of the jewelry piece, and your luck. How about them apples!