We'll be honest. The diamond industry is full of smoke and mirrors. You browse the big sites—the brilliant ones, the ones named after James, the ones claiming to be rare—and you see the same specs for thousands of dollars more. Here is the secret: We all have access to the same diamonds. The difference is, they need to charge you extra to pay for their TV commercials and fancy offices. We don't. We keep our operation lean so you can get the exact same stone for a price that makes sense. Same carat. Same cut. Same clarity. Better price.