<p><big><big>Americus Diamond offers the finest quality diamond engagement rings. Americus Diamond displays over 2,500 diamond engagement rings. Americus Diamond displays platinum diamond engagement rings. Americus Diamond displays platinum engagement rings. </big></big></p> <p>&nbsp;</p> <p><big><big>Americus Diamond displays gold diamond engagement rings. Americus Diamond displays gold engagement rings. Americus Diamond displays 14K gold diamond engagement rings. Americus Diamond displays 18k gold diamond engagement rings. Americus Diamond displays beautiful diamond engagement rings. Americus Diamond displays gorgeous diamond engagement rings. </big></big></p> <p>&nbsp;</p> <p><big><big>Americus Diamond displays big gold diamond engagement rings. Americus Diamond displays small gold diamond engagement rings. Americus Diamond displays medium gold diamond engagement rings. Americus Diamond displays good gold diamond engagement rings. 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Americus Diamond displays beautiful 18K gold diamond engagement rings. Americus Diamond displays pretty good 18K gold diamond engagement rings.</font></p> <p>&nbsp;</p> <p>&nbsp;</p> <p><big><big>Americus Diamond stocks the largest selection of certified diamonds in Texas. Americus Diamond sells uncertified diamonds. Americus Diamond sells large diamonds. Americus Diamond sells medium diamonds. Americus Diamond sells small diamonds. Americus Diamond sells white diamonds. Americus Diamond sells brown diamonds. Americus Diamond sells blue diamonds. Americus Diamond sells red diamonds. Americus Diamond sells green diamonds. Americus Diamond sells natural diamonds. Americus Diamond sells beautiful diamonds. Americus Diamond sells very large diamonds. Americus Diamond sells great diamonds. Americus Diamond sells cool diamonds. Americus Diamond sells delightful diamonds. 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Buying Diamonds Intelligently Video Transcription:

At 24,000 square feet, Americus Diamond is the largest diamond engagement ring store in the U.S. Most jewelry stores offer the same 30 or 40 diamond engagement ring styles. At Americus Diamond, we display more than three thousand extraordinary diamond engagement rings.

We design and create new diamond engagement ring styles every day. These are unique, beautiful styles that you won't see in any other jewelry store.

Most jewelry stores stock only a few diamonds. At Americus Diamond we stock thousands of certified diamonds at all sizes and qualities.

Because we offer the largest selection of certified diamonds in Texas, and because we design and create engagement rings in house, we have extreme flexibility to create tens of thousands of unique styles. And in most cases we can have your engagement ring ready today.

In order to judge quality, and to truly know what you're buying, it's important to hold your engagement ring in your hand, and to look at it under a gemological microscope.

At Americus Diamond you can take your time. Have a cup of coffee, or glass of champagne and compare as many rings as you want. Our friendly and knowledgeable diamond specialists are never on commission. And they would love to show you diamonds under the microscope and the basics of diamond grading. So you could compare and judge quality for yourself. The price of each diamond and each piece of jewelry is clearly marked. So it's easy for you to shop. And you'll never experience high pressure sales tactics.

Americus Diamond is not a huge bottom line driven corporate chain store. We are a very established, privately owned company, and we truly enjoy offering you a very beautiful relaxed environment where you can enjoy choosing your engagement ring. At Americus Diamond in San Antonio, you don't have to worry about discounts and sales, and whether you're getting the best price. Because in 28 years we've never had a sale. Everyone gets our very best, guaranteed price, every day of the year.

Quality for quality we guarantee that the everyday Americus Diamond price, is lower than any jewelry stores very best sale price or we'll refund the difference plus twenty five percent. How do we do it?

Well, we explain that and many other tips about buying diamonds in our half hour television program which is coming up next. In the program you'll learn about the, 'Four C's,' of diamond grading, and about the importance of diamond certification. You'll see how diamonds are mined, what rough diamonds look like, and how diamonds are cut and polished. You'll see diamond jewelry being created by fine craftsmen, and many beautiful examples of the finest quality diamond jewelry.

So now, please enjoy the program. And if you like, browse a selection of our jewelry and read about our exceptional service in our customer comments.

This presentation produced in house at Americus Diamond in San Antonio, is designed to give you most of the information you need in order to buy diamonds intelligently.

Buying Diamonds Intelligently

In the United States we see diamonds every day. We see them on the hands of our friends and neighbors. We see them in jewelry stores. We see them on TV and in the movies. However, the reality is that diamond is one of the rarest and most unique substances on the face of the Earth.

Diamond Mines

There are only a few locations in the world where diamonds are mined. And most of those locations are very remote and extremely difficult to work. Diamonds are mined in the jungles, blazing savannas, and the treacherous coast lines of Sub-Saharan Africa. In Northern Siberia, where jet engines are used to heat the frozen solid ground. And the desolate Australian outback. In the jungles of Brazil, and recently in far northern Canada.

Diamonds are so rare that even the worlds richest diamond mines 250 tons of ore must be mined in order to find a single one carat diamond. The large diamond reserves that the U.S.S.R. held before the end of the Cold War were liquidated and absorbed into the diamond market years ago, without causing even a ripple in diamond prices.

DeBeers, the great regulator of diamond supply, according to recent reports, now holds about one years supply of diamonds in their reserves.

Diamond sources are very rare, difficult to discover and extremely challenging to mine. Meanwhile, the demand for diamonds worldwide continues to grow.

Diamond Rarity And Formation

Why are diamonds so rare? It's because of where and how they're formed. Diamonds crystallize far below the surface of the Earth, between 75 and 120 miles beneath the tectonic plates of the continents.

They're crystallized under conditions where pure carbon comes together with high temperature and extreme pressure. If the pressure isn't exactly right, or the temperature is too cool or too hot, the diamond crystals don't form.

After crystallization, the diamonds must survive extreme temperatures long enough to be delivered to the surface of the Earth. Diamonds are made of Carbon; just like graphite or coal. The difference is in their molecular structures. If diamonds are heated to a high enough temperature they will melt, or in the presence of oxygen, they will burn.

Diamonds come to the surface through a special type of volcano. Periodically, a rare type of rapid volcanic eruption transports diamonds through an accelerated 100 mile journey from far beneath the earth to the surface, and cools before the diamonds burn or melt.

Geologists estimate that the most recent volcanic delivery of diamonds occurred about 45 million years ago. Geologists estimate that our oldest diamonds were volcanically delivered about 2.5 billion years ago.

In other words, all the diamonds you've ever seen are at least 45 million years old. And any of the diamonds you see in any piece of jewelry may have been in that same crystalline form for over 2.5 billion years.

This understanding gives us a new meaning to the phrase, 'A diamond is forever.' Ice ages have come and gone. Oceans have come into existence and have dried up. Most forms of animal and plant life have evolved. And all of human history has occurred within the lifetime of the diamonds in our jewelry.

The word diamond is derived from the Greek word, Adanus, which means unconquerable. Indeed, our remaining diamonds deserve to be called, Adanus.

Diamond is the hardest substance on the face of the Earth. Nothing can scratch a diamond except another diamond. Industrial diamonds are the most important cutting tools in industry and science.

Diamond Cutting

Diamonds are extremely hard. But they can be chipped or even broken in half. Diamond rough is often purposely cleaved or split during the cutting process. Not all diamonds are cleaved.

Some are sawed with a diamond tipped blade. Round shaped diamonds are often bruted. A process in which the diamond is turned on a lathe, while another diamond is used as a tool to slowly grind off minute bits of the diamond to eventually yield a round shape. The diamond is then taken to the polishing wheel where the facets are made. The polishing wheel spins at about 3000 revolutions per minute and is loaded with diamond dust and oil. The wheel shapes the facets and polishes them to a high brilliance.

Diamond cutting is a precise art that takes many years of training to master. Even then, diamonds that have survived hundreds of millions of years of nature's torment, sometimes do not survive the cutting process.

Diamond Value

Just how valuable are diamonds?

We think of gold as one the most valuable substances on Earth. Since the beginning of ancient history we know that Gold has been the worlds most sought after commodity. So valuable that Romans conquered much of Europe in search of Gold. Columbus discovered the Americas in his search for Gold. And California was populated largely as a result of the 1849 Gold rush.

So how valuable is Gold and how does its value relate to the value of diamonds?

One troy ounce of pure gold is worth a few hundred dollars. Diamonds are weighed in carats and there are approximately 155 carats in a troy ounce. A troy ounce of diamonds consisting of 155 top quality D internally flawless 1 carat diamonds is worth over 2.5 million dollars per ounce.

Even the most inexpensive 1 carat diamond wholesaling for about one thousand dollars each are worth about $155,000 dollars per ounce. Compared those diamond values to an ounce of pure gold, valued at a few hundred dollars.

This program was produced by Americus Diamond in San Antonio, and there's a lot more great information to come.

Americus Diamond in San Antonio is one of the largest jewelry stores in the United States. In our 24,000sq ft San Antonio store we stock more than 15 thousand beautiful pieces, including three thousand diamond engagement ring styles, and the largest selection of certified diamonds in Texas.

Our clients travel to Americus Diamond in San Antonio from all over the country because they know we have the most amazing selection of diamond and colored gem stone jewelry found anywhere in the U.S..

Why waste time traveling from store to store seeing the same old jewelry over and over again when you can come to one amazing jeweler and compare all the best styles side by side, all at one time?

Our friendly and knowledgeable sales people are not on commission. And they'd love to show you diamonds under the microscope and the basics of diamond grading so you can compare and judge quality for yourself.

Whether you'd like to spend a few hundred dollars or tens of thousands of dollars, we have extraordinary diamond jewelry in every price range. Best of all, we offer the Americus Diamond price, every day of the year. Quality for quality we guarantee that the everyday Americus Diamond price is lower than any jewelry stores best sale price, or we'll refund the difference plus twenty five percent.

How could we do it?

Americus diamond sells more fine jewelry than thirty average jewelry stores. But we operate only one privately owned location. We don't have to pay thirty rents, thirty managers, thirty utility bills or thirty groups of sales people. We don't have a huge home office or stock holders to pay.

That means that you can buy a much better quality diamond ring at Americus Diamond for much less money. Now, let's get back to the program.

Diamonds are so valuable that they are perhaps the most precisely graded of all natural commodities. An extremely slight, almost imperceptible change in color, from the highest D color to the next highest E color will lower the wholesale value of a two carat internally flawless diamond by over fourteen thousand dollars. A drop of weight of less than a thousandth of a gram from a 2 carat D internally flawless diamond to a 1.99 carat D internally flawless diamond will drop its wholesale value by over $15,000.

We know of no other natural substance that is so precisely graded, and no natural substance whose value depends so much on almost imperceptible physical differences.

Diamong Grading: The Four C's

How are diamonds graded?

The internationally accepted system for diamond grading is based on the, '4 C's,' of diamond grading. Carat weight, color, clarity, and cut. The combination of these four qualities determine the value of the diamond.

Carat

Diamonds are so valuable that they are sold in increments smaller that one hundredth of a gram. A carat weighs exactly one fifth of a gram.

Diamond weight is also expressed in points. A point is one one hundredth of a carat. Generally larger diamonds are more rare in nature and therefore more valuable per carat than smaller diamonds of the same quality.

For example: One hundred one point diamonds have a total weight of one carat. And a particular quality may be valued at $1,000 per carat. But a single one carat diamond of the same quality may be valued at $5,000 per carat. Why?

Because of the rarity of 1 carat diamonds. There are far more diamonds that weigh one hundredth of carat than there are diamonds that weigh one carat. Generally, the larger the diamond, the more it costs per carat.

Quarter carat diamonds are more valuable per carat than fifth carat diamonds of the same quality. Third carat diamonds are more valuable per carat than quarters. Halves are more valuable per carat than thirds. Three quarter carats are more valuable per carat than halves and so on. The larger the diamond, the greater its value per carat.

Color

Diamonds are graded for color when they are unmounted and under very specific lighting conditions. Diamonds are so rare, and so valuable that very minute changes in color make large differences in price.

The internationally accepted grading scale divides normal range diamond color into twenty three different grades from D to Z.

D is the highest grade and describes a diamond that is completely colorless. All the other grades describe extremely slight increases in the density of body color.

The top three grades, D,E, and F, are very rare and are described as colorless. G, H, I and J colors are described as near colorless. K, L and M colors are described as faint. N, O, P, Q and R as very light. And S, T, U, V, W, X, Y and Z are described as light.

Colorless diamonds are more rare in nature than diamonds with slight color density. And because of their rarity, colorless diamonds are more valuable.

Clarity

The Clarity grade is the description of the type, number, size and location of inclusions found in a diamond. Diamonds are graded for clarity with a stereo binocular gemological microscope at 10x.

All diamonds have some inclusions. Most diamonds have several inclusions. There are diamonds that are graded internally flawless under ten power magnification, but they are extremely rare.

Diamonds with few inclusions are more valuable because of their rarity. There are several types of inclusions. There are included crystals of mineral material, there are feathers or cleavages and there may be inclusions of uncrystalized carbon.

There may be only one inclusion visible under the microscope, or there may be many visible inclusions. The inclusions may be large or they may be very small.

The IF grade is defined as internally flawless. An observer will not find any inclusions in an internally flawless diamond using the ten power gemological microscope.

The VVS grades are defined as very very slightly included. They are almost as rare as the internally flawless grade. It is very difficult for an observer to locate an inclusion in a VVS quality diamond with a ten power gemological microscope.

VS quality diamonds are defined as very slightly included. It's somewhat difficult for an observer to locate an inclusion with a ten power microscope in a VS quality diamond.

The SI quality grade is defined as slightly included. It's somewhat easy for an observer to locate an inclusion in an SI diamond with a ten power gemological microscope.

However, an observer will generally not be able to see inclusions from the top of the SI diamond with the naked eye. In rare instances, under appropriate lighting, it is possible for an observer to see certain types of inclusions in an SI diamond with the naked eye. But this is the exception, rather than the rule.

I1 quality diamonds are defined as included. They may have one larger inclusion or several smaller inclusions. The inclusions are easily seen with the microscope. An observer can usually see, although with some difficulty, inclusions from the top of the diamond with the naked eye.

Normally I1 inclusions don't harm the brilliance of the diamond.

It's relatively easy for an observer to identify I2 inclusions with the naked eye. The average individual might glance at the I2 diamond and think, "That's a beautiful diamond," and then on closer inspection think, "I see something in that diamond."

I2 diamonds can be very brilliant, but under closer scrutiny, usually an observer can see inclusions.

I3 quality inclusions are easy to see in almost any light. I3 diamonds can be fairly brilliant or they can be dull. There appearance depends on the type and the location of inclusions in the individual diamond.

Cut

The fourth C of diamond grading, Cut, is perhaps the most important quality of a diamond.

A diamond may have exceptional Color and Clarity, but if it has not been cut properly, the diamond will not display its full beauty.

At Americus Diamond, our first consideration is always the diamond's cut. If the cut is not precise and well proportioned, we don't consider buying the diamond.

A diamond with a bad cut may be worth 25% to 50% less than a well cut diamond of equal quality. But one can easily see a major difference when you compare a well cut diamond to a poorly cut diamond.

If the pavilion is too deep or too shallow, light will leak out the back of the diamond. If the crown angles are too low or too high, or if the table is too large or too small, the balance of brilliance, refraction and scintillation will not be as beautiful as it could be.

It is our skill at Americus Diamond to choose and offer the most beautifully cut diamonds.

Every diamond is chosen for its ability to exhibit brilliance. And its ability to refract light into the many colors of the spectrum.

Diamonds come in many different shapes. The main shapes are Round, Marquise, Oval, Pear, Emerald, Princess, Triangular, Heart and Radiant.

The Round is currently the most expensive shape because more rough diamond is wasted in cutting a round brilliant and because of the high demand for Rounds.

Marquise, Oval and Princess are next in value, followed by Pear, Emerald, Triangular, Radiant and Heart.

If cut is perhaps the most important of the, 'Four C's,' which of the other C's, Carat Weight, Color, and Clarity is next in importance. The accurate answer is that it is a matter of individual taste, and of budget.

At Americus Diamond we offer the largest selection of independently certified diamonds in Texas. We stock well cut certified diamonds from the highest D internally flawless through the VVS's, VS's, SI's and the I qualities.

Because cut is our first and foremost consideration, all of the diamonds at Americus Diamond are beautiful. Since diamonds are so very precisely graded. And since such seemingly imperceptible differences in quality make huge differences in value, how can you be sure that you actually get what you pay for?

That is probably the most important of all diamond questions. After all, diamonds are largely a blind item. If you're not a trained diamond grader, you probably can not accurately grade diamonds. If you can't grade diamonds, you absolutely can not determine the value of a diamond by just looking at it.

Certification

How can you be sure that you actually get what you pay for? Fortunately, there is an easy answer. At Americus Diamond we call it the, 'Fifth C of Diamond Grading.' Certification.

There are four major independent gemological laboratories in the United States. These highly respected gemological laboratories don't sell diamonds. They have built their world wide reputations on the precision and unbiased accuracy of their grading.

Every diamond certified by each of these gemological laboratories is graded by not one, but three trained gemologists.

The diamond is graded loose, before it is mounted in jewelry. The diamond is precisely weighed, with the finest electronic gemological scales to one thousandth of a carat.

Exact measurements of the dimension of a diamond are made to one hundredth of a millimeter. The color is compared under precisely controlled lighting conditions to certified color master diamonds.

The Clarity is graded using the same Mark 10 stereo gemological microscopes that we have for your use at Americus Diamond. We believe that independent certification is essential. And that you should never buy a diamond without first looking at it under the microscope.

Diamond Inscription

When we send our diamonds to one or another of the four gemological laboratories for certification, we ask the laboratories to use an new technology that inscribes the diamond's unique certificate number, microscopically on the girdle of the diamond.

This means that your individual diamond can be positively identified at any time, just by using a microscope to locate the unique certificate number.

In this way, you'll always know, that the diamond in your ring is yours.

Why is it important to buy a diamond that has been independently certified?

All of us want to know that we get what we pay for. After all, would we buy an expensive pure breed dog without the pedigree certificate, of course not. We rely on independent experts to verify the providence of the dog through the pedigree.

Should we make a decision to spend thousands of dollars on a diamond based solely on the representations of the seller, without an opinion from the experts, of course not. We know that very subtle differences in the diamond quality can make huge differences in price. And we want to receive the weight and quality of diamond that we paid for.

Unfortunately, there are many jewelry stores that sell diamonds that are not certified by one of the four most respected gemological laboratories.

In fact, many stores don't guarantee the weight and grade of their diamonds at all. And some stores only guarantee ranges of weight and quality, instead of stating the exact weight, the exact color and the exact clarity.

If you look carefully at the written materials you receive from some jewelry stores. Somewhere in the fine print you may read something like this, 'All weights are approximate. Our one carat diamonds will range from .95 carat to 1.05 carat. Our one half carat diamonds will range from .45 carat to .55 carat.'

And they often state that their color and clarity grades are only guaranteed as a range of quality, within one or two grades of the grade they advertise.

It's legal for a jewelry store to post these weight and quality ranges. And many jewelry stores have these ranges written clearly in their store guarantees.

What can this practice mean to the consumer?

It can mean, that when you are paying for what you think is a one carat diamond, you are actually receiving a .95 carat diamond worth far less money. It can mean that when you're paying for a G color diamond, you're actually receiving an I color diamond worth far less money. It can mean that when you're paying for a VS1 clarity diamond you are actually receiving an SI clarity diamond worth far less.

What can this practice mean to the consumer in actual dollars?

Well, it depends on how much you're spending. For example, let's say that one of these stores offers you a one carat G color VS1 clarity diamond for $7,000. You buy it, and take the diamond to an appraiser. The appraiser tells you that instead of a one carat diamond you have a .95 carat diamond. Instead of a G color, you have an I color. Instead of a VS1, you have an SI1, and the diamond is not worth seven thousand dollars. It is worth four thousand dollars. And what's more, the weight and quality are within the legal written guarantee of the weight and quality ranges published by that store.

In this case, a three thousand dollar mistake was made that could been easily avoided by buying a diamond that had already been independently certified by one the worlds most respected gemological laboratories.

With the certificate, you would have known the exact weight, color and clarity before you bought the diamond. At Americus Diamond we stock the largest selection of independently certified diamonds in Texas. All of the weights, colors and clarities at Americus Diamond are guaranteed to be exact, so you'll always know that you're getting exactly what you pay for.

We urge you to never buy a center stone diamond for an engagement ring without an independent certification from one of the four most respected gemological laboratories.

You should be aware that there is a major difference between buying diamonds that have been certified and buying diamonds that have a certificate of appraisal.

'Graded In Mounting'

Many jewelry stores offer appraisals that their salespeople represent as certificates. The difference between the two is based in one phrase written on most appraisals. The phrase is, 'Graded in mounting.'

This means that when the diamond was sent to the appraiser, it was already mounted in the ring. The appraiser was forced to estimate the weight, estimate the color and estimate the clarity.

The universally accepted diamond grading textbook states that, 'With careful measurements and close adjustments, skilled graders can consistently estimate weight within 10%. Thus a stone estimated to weigh 1 carat, might way from .90 carat to 1.10 carat.'

In other words, when diamond weight is estimated in a ring. A one carat diamond's weight may vary as much as one fifth of a carat.

The same diamond grading textbook states that, 'You can not grade the color of mounted diamonds as accurately as loose diamonds because the color of the metal influences the appearance of the diamond. Assign a range of three or four possible grades.'

The textbook's advice on clarity grading states that, 'Grading the clarity of a mounted diamond is tricky. Prongs can conceal blemishes and inclusions. Assign a range of three, maybe even four clarity grades.'

The universally accepted diamond grading textbook states that the consumer should be informed that an appraisal of a diamond in a ring can only represent a broad estimation.

Appraisals of mounted diamonds are not precise grading certificates. The weight can be off by as much as 10%. And the color and clarity can be off as much as four grades each. Luckily it is easy for the consumer to spot an appraisal.

Look for phrases on the document which are similar to these: 'Graded after mounting,' 'Graded in ring,' or 'Weights and grades are estimated.' Another easy tip off is a photograph on the appraisal of the diamond mounted in a ring.

Also, if you see a retail value on the document, it is probably an appraisal. Not a precise grading certificate from one of the four gemological laboratories. It is important to understand that salespeople at some stores don't know the difference between grading certificates and appraisals.

The salesperson may honestly not know that a diamond graded in a ring might be off by as much as 10% in weight, and as many as four grades each in color and clarity.

But as an informed consumer, now you know the difference.

At Americus Diamond all of our certified diamonds are weighed graded and certified before mounting at one of the world's most respected gemological laboratories. So are weights and grades are always exact, and you always get what you pay for.

Sometime you may run into an owner of a jewelry store, or a salesperson who claims, 'I'm a gemologist and my certificates are exactly the same as the laboratory certificates.'

This is not a true statement. Only the laboratories themselves can issue laboratory certificates. A minimum of three gemologists grade each of the diamonds under precise laboratory conditions. A salesperson can never under any circumstances issue a certificate from one of the gemological laboratories.

Also, beware of the salesperson who claims that he or she knows better than the independent laboratory. And tries to tell you that the independent laboratory was wrong about your diamond.

That salesperson may have an ulterior motive. They may want to sell you their diamond. There is not a professional member of the diamond industry anywhere in the world who values the opinion of a salesperson in San Antonio, over the opinion of the internationally respected gemological laboratories.

If you have concerns about a jewelry store ask yourself these questions.

Do they have a money back guarantee if I change my mind? Do they have written guarantees? Do their written materials only guarantee ranges of weight, color and clarity? Does the diamond I want to buy actually have a genuine certificate? Or is it something that only looks like a certificate? And of course, do they offer to show the diamond under the microscope?

The best way to ensure you get what you paid for is to buy a diamond with a certificate from one of the four most respected independent gemological laboratories. And make sure that you have a written money back guarantee if you change your mind within a reasonable period of time, for any reason whatsoever.

Sometimes when you walk by a clothing store you may see a sign that reads, 'Big Sale, 75% off.'

That may mean that the clothing store is moving out the winter clothing so they can bring in the spring clothing. Of course, jewelry stores don't have certified winter diamonds to get rid of, in order to bring in the certified spring diamonds. A 75% off sale in a jewelry store means, if you happen to walk in on one day you'll spend $2,000, but if you happen to walk in on another day you'll spend five hundred dollars for the same piece of jewelry. And after the sale is over, you'll pay two thousand dollars.

When you deal with a jewelry store that uses big sales and huge mark ups as gimmicks to persuade you to buy, you never know what the real price of the jewelry is. How many times have you heard a salesperson in one of those stores say, 'You know, I really like you. And if you buy today, I'll give you 20% off. But I can only do it if you buy today.' And as you start to leave the store, they shout, 'How bout thirty percent.' And of course that same piece of jewelry may have been on sale the week before for 75% off. Who knows?

At Americus Diamond we never play those games. Everyone gets our very lowest price every day of the year. Even if you can not tolerate the thought of bargaining, you will get our very lowest price. None of our salespeople are on commission. We are fair to everyone, everyday.

For twenty years Americus Diamond has guaranteed that quality for quality, our everyday prices are lower than the retail jeweler's very best sale prices, or we'll refund the difference plus 25% of the difference.

Price Guarantee

How can we consistently guarantee the best prices?

One of the reasons is Americus Diamond has a very high sales volume equal to the volume of thirty average jewelry stores. But because we own our only location, we don't have to pay the expenses of thirty jewelry stores. We don't have thirty managers, and thirty assistant managers. We don't have thirty groups of sales associates, thirty book-keepers, thirty rents, electric bills, telephone bills and security services. We don't have a home office to support or stock holders to pay.

Because we have one privately owned jewelry store with the annual volume of thirty jewelry stores, we are able to offer our customers the most beautifully designed exquisitely made diamond jewelry for much less than the prices found at other jewelry stores, every day of the year.

Another reason Americus Diamond can consistently guarantee the lowest price is we have a very large privately owned inventory. The owner of Americus Diamond personally buys every diamond we own. Because of our very large inventory we are in the fortunate position of only buying diamonds when the prices are extremely favorable.

Many of our diamonds are purchased directly from diamond cutters in large parcels containing hundreds of diamonds priced well below the current wholesale diamond market. Because we buy at the very lowest prices and because of our high volume and low expenses, we're able to guarantee that our everyday prices are lower than the retail jewelers very best sale prices or we'll refund the difference, plus 25% of the difference.

We've been told by knowledgeable jewelry industry professionals, that our selection of diamond engagement rings is unparalleled anywhere in the United Stated.

Americus Diamond stocks over two thousand five hundred diamond engagement rings in all styles. We offer fourteen carat and eighteen carat yellow and white gold. We offer two tone rings in platinum and gold. And we stock over five hundred engagement ring styles in platinum. In fact, almost every piece of jewelry at Americus Diamond is available in platinum or gold.

Our jewelry is exquisitely made by the finest craftsmen. We use fine quality baguettes, baguillians, marquise, princess trillians and round diamonds in our jewelry.

Our customers often ask, 'Why is your jewelry so much more beautiful than most other jewelry stores?'

The answer is, we use much higher quality gemstone diamonds in our jewelry. We don't use the promotional almost industrial grade diamonds found in some retail jewelry stores.

We know that our customers really do see and appreciate the difference in quality. The word of mouth recommendations from our tens of thousands of satisfied customers in San Antonio are extremely important to us.

In addition to diamond engagement rings, we also offer a beautiful selection of gold and platinum wedding bands, and the largest selection of men's diamond rings in San Antonio.

You'll find hundreds of diamond earrings and pendants, a beautiful selection of diamond bracelets, and almost every type of colored gemstone jewelry.

Since jewelry is often given as a gift. We feel that it is important to offer a money back guarantee on our merchandise.

Trade Up Policy

We also offer a liberal trade up policy. You may at anytime trade in your Americus Diamond ring, for its original purchase price, towards a new piece of Americus Diamond jewelry; as long as the new piece sells for only 20% more than the value of your trade in ring.

We also offer the Americus Diamond ninety days same as cash revolving credit card. If you pay off your balance within ninety days there is no finance charge. If you wish, you can make minimum monthly payments, and pay off your balance at any time.

For those who qualify we offer instant credit for your immediate use today, or for your use in the future.

We'd like to invite you to visit Americus Diamond in San Antonio.

Because of the limitation of time, and the limitation of television, it's impossible to share with you all the nuances of diamond color, clarity and cut. It's impossible to show you the true beauty of the incredible diamonds, colored gemstones and jewelry found at Americus Diamond.

However our well trained diamond associates are always available to share their knowledge, explain diamond grading and certification and show you as many independently certified diamonds as you wish. Our diamond associates are not on commission. They're polite, personable individuals who realize the importance of your decision.

Whether you'd like to spend a few dollars, or tens of thousands of dollars, you will receive the very highest level of service and respect. Thank you, and best wishes.