From the 1950s to today, the 4Cs are the famous international diamond standard. A quick internet search yields millions of web pages discussing the diamond 4Cs grading system from every possible angle. How much more can be said about the 4Cs?
The way people shop in 2016 is entirely different to years gone by. And the way people shop for diamonds and diamond jewelry is changing too. It’s no secret that the diamond market is getting tougher. In a crowded marketplace, and in our online, information-overloaded world, the mystique of the diamond is harder to achieve. The dream of ‘diamonds are forever’ doesn’t hold the power it once did. With changing social norms, the catchphrase ‘diamonds are a girl’s best friend’ may come across as parochial, old-fashioned and out of touch.
The diamond industry is looking for ways to give contemporary consumers the sense of excitement and allure that their parents and grandparents experienced about the diamond. In addition, the advent of next-generation retail technologies is changing the way people purchase – from everyday groceries to big-ticket luxury items.
Diamond 4Cs: Are They Still Up to the Task?
The 4Cs have worked faithfully and tirelessly for the diamond industry, giving three generations of diamond buyers a solid and reliable yardstick for diamond grading. But it’s time to admit that the 4Cs are not doing the job well enough anymore. It’s time to find a new approach to enhance the 4Cs, giving the current generation of consumers a deeper, up-to-date experience of the diamond’s unique character. And the answer is Light Performance.
Light Performance: The New Diamond Standard
Light Performance is a measure of the way a diamond interacts with light. It is the most important determiner of a diamond’s visual appeal and beauty. Due to the fact that the visual interpretation of a diamond’s light beauty varies from person to person, Light Performance has been regarded as a subjective – and therefore less valuable – method of grading.
However, with the development of a science-based measurement method of the variables that make up the diamond’s interaction with light, it is now possible to give a Light Performance grade based on an objective standard of light beauty. New approaches to Light Performance measurement have created Light Performance grading that is accurate, reliable and quantifiable.
Diamond 4Cs and LP: The Formula that Sells
Light Performance adds a new dimension to both the concept and practice of diamond grading. It goes beyond the 4Cs to provide consumers with a completely new, enriching experience of the diamond’s essence. That’s not to say that Light Performance can or will ever replace the 4Cs. The 4Cs are a deeply entrenched institution within the diamond industry, and even in a changing and complex market, nothing can ever make the 4Cs redundant or obsolete.
However, working together, Light Performance and the 4Cs are a powerful, modern approach to diamond evaluation. When the Light Performance grade and the 4C evaluation result are combined, they hold an incredibly rich story of the diamond that can be passed on to the consumer. This diamond story gives customers the assurance and confidence to make the right diamond purchase decision. It also restores the sense of beauty and irresistibility that surround diamonds, and that have served the industry so well over the past century.