Diamond Guide

Learn how to choose a diamond with confidence.

Nobody is born knowing how to buy a diamond, and the industry has never been especially motivated to explain it. These guides cover what the grades mean, what they leave out, and what actually changes how a stone looks on a hand.

Understanding The 4 C's

Cut, color, clarity, and carat — what each one measures and which of them you'll actually notice.

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Beyond The 4 C's

The qualities a grading report never scores, and the reason two diamonds with identical grades can look nothing alike.

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Diamond Shapes

How each shape carries light, wears on a hand, and reads at arm's length.

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Responsible Sourcing

Where our diamonds come from, who we buy them from, and the standards we hold ourselves to.

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Lab Grown Diamonds

Lab Grown

An honest account of what lab grown diamonds are, what they cost, and how their value behaves over time.

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Diamond FAQs

Straight answers to the questions people ask us most — including the ones they feel awkward asking.

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Find Your Diamond, Your Way

Some people want a stone hand-picked for them. Some want to see ten side by side. Some want to choose a shape and be done in five minutes. All of those are fine with us.

Request Diamond Information

Tell us what you're after and we'll go find it. We'll show you what's available, what it costs, and which options we'd choose ourselves.

Request Information

Book a Virtual Consultation

Meet one-on-one with a Fey & Co. diamond expert online. You can see stones on camera and ask anything you like.

Book Virtual Appointment

Visit Our Showroom

Compare diamonds in person in Naperville or Lincoln Park. Nothing on a screen prepares you for seeing stones side by side.

Book In-Store Appointment

Buy Lab Grown Online

Choose by shape and size. Every stone we list is colorless and eye clean, so you're not guessing at what arrives.

Shop Lab Diamonds

Why Fey & Co.

Bespoke Design

Every piece starts with your idea, not a catalog. From choosing the stone to setting the last prong, your jewelry is designed one-on-one and made for you specifically.

Designed & Crafted by Fey

Ninety-nine percent of what we sell is designed and produced in-house or locally, by people we know by name. That's why we can answer any question you have about how your piece was made.

Jewelry for a Lifetime

Resizing, cleaning, repairs, and the occasional rescue after a bad day. We're still here decades after the sale, because a piece meant to last a lifetime needs someone to look after it.