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© 2017 Inception Diamonds Pty Ltd. All gemstones offered by Inception Diamonds are proudly grown in a laboratory and are sometimes referred to as lab diamonds, grown diamonds, synthetic diamonds, man made diamonds, or cultured diamonds. Learn more. 




Diamond shape is an expression of your style

Inception Diamonds offers diamonds in eleven gemstone shapes in both brilliant and step cuts. No shape is superior to another. Whether you’re interested in a brilliant cut with its triangular facets that capture and reflect the most amount of light, or a step cut with its large, stunning trapezoidal facets


Circular in shape, and brilliant in style. The round brilliant is the most well known, most studied, and most popular diamond style of the last 100 years. The round brilliant has 57 facets, and it's proportions are said to maximize for potential brightness.


The cushion cut is the marriage of the round brilliant and radiant cuts with its square or rectangular shape and rounded edges. The cushion cut has no vertices. It is one of the most popular diamond shapes today.


The Princess cut—also known as the Square brilliant—has the brilliance and fire of the Round Brilliant, but it is square in shape. This cut was perfected in 1979 by Israel Itzkowitz. 


The Radiant Cut is octagonal in shape with clipped or cut corners, which make the gemstone easier to set in jewelry and more durable. Radiants can also be cut in either rectangular or square dimensions. This cut is also known as a Cut Corner Square Brilliant or Cut Corner Rectangular Brilliant.


One of the oldest diamond cuts, it features large facets and cropped corners that draw light into the center of the stone, intensifying its brilliance and fire. Rectangular in shape, the emerald cut is a beautiful choice.


The asscher cut is similar to the Emerald cut, but is square in shape and more closely resembles an octagon.  This cut is named in honor of Joseph Asscher, who perfected the emerald and asscher cuts in the late 19th century. Given their geometric symmetry, it makes sense that they would have been a staple in art-deco jewelry.


Oval cut diamonds were popularized in the 1960s, and are often said to make the finger of the wearer appear more elongated given its shape. Since oval diamonds vary in width, you can work with our diamond concierge to find the dimensions that work best for your design.


The pear cut diamond is an asymmetric teardrop and should be worn with the tapered end of the diamond pointing towards the wearer. 


The marquise cut is oval with tapered ends with two points that are diametrically opposite to each other. Marquise diamonds vary in width, but we strive for symmetry between the two halves of our marquise diamonds. Because of their length and narrowness, marquise diamonds create an illusion of a larger size.


These triangular diamonds are primarily used as accent or side stones in three stone engagement rings.


The heart shape is an undeniable symbol of love. They are most commonly worn as pendants or as engagement rings, though of course we could set one for you however you’d like it.




The greatest thing about diamond color is that it never fades. A diamond can be stored for years, and other than simply wiping the diamond clean it will sparkle as much as it did the day it was first polished. Diamonds really are forever.

White diamonds

The white diamond grading system measures the amount of color present in the stone (or actually the absence of color). The white diamond grading system measures the amount of color present in the stone (or actually the absence of color)

In fact, the very end of the white diamond color scale is where the fancy colored diamond color scale begins



Fancy Colored Diamonds are graded on a different scale altogether. As opposed to single letter grades, colored diamonds are referred to by the actual colors within the stone. When assessing a fancy colored diamond, there are two major characteristics that define the color of the stone, the colour and the intensity. There are twelve different main fancy colors. Colored diamonds can contain one single pure color or be combined with one, two, or even three overtones. The intensity of the color is described as how strong the color is shown in the diamond. The color can be anywhere between a soft whisper to a strong vivid shade

Inception Diamonds boats one of the largest collections of created fancy colour diamonds in the world, from Fancy Yellow, Fancy Orange, Fancy Red, Fancy Blue and Fancy Pink in various colour hues and intensities.


Clarity is a measurement of how many blemishes or inclusions are present in the diamond.

The lower the clarity of a diamond, the more imperfections in the diamond.   




The numbers after the major grade are a sub-grade, with the lower number being better.  So a VS1 is superior to a VS2, which is superior to a SI1. Diamond clarity is graded by viewing the diamond through a 10x magnification with a tool called a loupe.  



Both FL and IF diamonds have no internal inclusions visible with magnification.  IF diamonds may have very small blemishes present on the surface of the diamond, where as FL diamonds will have no internal or external imperfections.



Imperfections are extremely difficult to locate with 10x magnification and impossible to see without jewelers tools.  



Imperfections are difficult to locate with magnification and not visible to the naked eye. A layperson would have difficulty finding inclusions even with 10x magnification.



Imperfections are easy to locate with 10x magnification, but are very difficult (SI1) or difficult (SI2) to see without a jeweler's tools.




Imperfections are very easy to see under magnification and can be seen with the naked eye. Imperfect diamonds are more susceptible to cracking or breaking during daily wear. The majority of mined diamonds are of Imperfect clarity.



The cut of the diamond is a judgment of the quality of the shape, geometry, and finish of a diamond gemstone.

The Cut of the diamond is completely determined by the precision and quality of the methods used to cut and polish the diamond. Physicists, Material Scientists, and Gemologists have been studying diamonds for centuries to determine the exact dimensions of a diamond gemstone to get maximum light performance—the brightness, fire, and scintillation that makes diamonds so breathtaking. 


Note that “Diamond Cut” does not refer to the shape or make of the diamond gemstone. The shapes that inception offers can be seen here




Gemological laboratories have 5 grades of cut: Ideal, Excellent, Very Good, Fair, and Poor. Inception Diamonds only offers diamonds with a Very Good or better cut grade.



To understand the differences between an excellent cut diamond and a mediocre cut diamond, you must first understand how light interacts with diamond, as light is reflected and refracted in a very different way than in air, water, glass, or other gemstones.   Diamond has a very high refractive index: light slows down in diamond, which creates the brilliance that sets diamonds apart.  




BRIGHTNESS is how much light you see when you view a diamond. A well-cut diamond has very specific dimensions that reflect and return virtually all of the light that enters the diamond back out of the top of the diamond. Even in poor lighting, a diamond can appear very bright. A poorly-cut diamond leaks light out of the bottom and is dull or flat when compared to a well-cut diamond.


FIRE describes the rainbow of colors reflected by the diamond gemstone. Diamond has an extremely high rate of light dispersion. When white light enters the diamond, it is spread apart into distinct colors in a prism-like effect.  


SCINTILLATION defines the flashes of light that you see when the diamond moves.  This is also called the sparkle of the diamond.


PATTERN is the contrasting light and dark areas in a diamond gemstone. The better the cut of the diamond, the better the contrast is between dark areas and light areas. Mediocre diamonds have blurry gray areas, whereas the best-cut diamonds have very distinct contrasting patterns that are uniform throughout the diamond. This phenomenon is called Hearts and Arrows in Round Brilliant shaped diamonds.  



Inception Diamonds jewelry design and fabrication processes celebrate and support the belief the fine jewelry production is a form of art.

It takes natural talent as well as years of mentorship and experience to develop the skills required to design beautiful jewelry, flawlessly cast settings in precious metal, and meticulously set diamonds in jewelry by hand. A complex design can take over 100 hours of labor to design and fabricate.

Inception has sought out the most talented artisans to fabricate and create all of our jewelry in the South Africa. Inception delivers superlative jewelry to the most discerning customers and refuses to compromise on the quality of our setting. In other words, the quality of our jewelry must match the quality of our diamonds.

In order to achieve this level of quality, the majority of our pieces take four to six weeks to fabricate. We leverage technology to accelerate our communication and logistics processes as much as possible, without taking short cuts during the artisanal process. If you are working on a different tighter timeframe, one of our concierge members is happy to discuss what options are available with a quicker turnaround. 

Our Jewelry Production Process

Designing Jewelry: We have sought out the best jewelry designers from around the world. Inception designers will often start with hand-drawn pencil sketches of designs, and then create a computer model using modern CAD software.  

Iterating with Customers: For custom designs, Inception Concierge members and Designers work hand-in-hand with the customer’s feedback to perfect the jewelry design. 

Printing the Wax Model: Once the design is complete, and a 3D model has been rendered, our fabricator will print a 3D model—the wax model—to ensure that is ready for casting. 

Creating the Shell: To create a mold or shell to cast the jewelry, the fabricator hardens a liquid material around the wax model, and places it in a high-temperature kiln. In the kiln, the wax melts out of the shell, leaving a void in the shell that is the exact shape of the finished piece.

Casting the Metal – After it is tested and cleaned, the shell is placed in a centrifuge and spun at 20 times the force of gravity to ensure that molten recycled 18K gold or platinum completely fills the void in the shell. After the metal and the shell cool to room temperature, the shell is removed, leaving just the gold or platinum setting. 

Polishing - The metal setting is then polished for hours by an expert goldsmith. They will use fine-grained materials to remove any artifacts from the casting process and polish the jewelry to a beautiful mirror-like finish.

Diamond Setting - After the jewelry is polished, the diamond(s) are hand set by an experienced bench jeweler who gently bends the metals around the gemstones to ensure that they are aligned as designed and secure. For jewelry with many small diamonds, the setting process can take multiple days of careful labor to get each gemstone perfectly set.

Final Polish and Plating - After the diamonds are set, the metal receives one last cleaning and polishing.  For white gold and black gold jewelry, there is one additional step in the process - rhodium plating, which creates a surface that is resistant to scratching and tarnishing. Since Rhodium plating protects your jewelry, but does not last forever, Inception Diamonds recommends having your white and black gold jewelry plated every 3-20 years depending on use. We offer this service for free for life. 

Packaging and shipping - A member of the Inception team will clean your jewelry one final time before placing it in our custom jewelry box and shipping it to you.