A Guide To Understanding The Different Diamond Cuts

Key takeaway: The word cut describes two things, the shape of a diamond and how skilfully it has been faceted, and it is the factor that most affects sparkle and value. At The Gold Avenue in Illovo, Sandton, we grade every diamond against the four Cs and make a transparent same-day offer.

Few words in the diamond world are misunderstood as often as cut. People use it to mean the shape of a stone, a round, an oval or a heart, and they are not entirely wrong. But in the trade, cut also means something more precise: how well a diamond has been faceted and proportioned to handle light. Both meanings matter, and both feed into what a diamond is worth. Understanding the difference helps you appreciate why two stones of the same weight can look, and sell, very differently.

This guide walks through what cut really means, why it sits at the heart of a diamond’s beauty and value, and the character of the most common cuts you are likely to own. It is written to help you understand your stone, whether you are simply curious or thinking about selling. At The Gold Avenue in Illovo, Sandton, we assess diamonds in person every day, and a clear grasp of cut is the first step towards knowing what your diamond is genuinely worth on the open market.

What “cut” actually means

In everyday conversation, cut and shape get used as if they are the same thing. In the diamond trade they are kept apart, and the distinction is worth learning.

• Shape is the outline of the stone when you look down on it: round, square, rectangular, oval, teardrop and so on. This is what most people mean when they say a diamond’s cut.
• Cut quality is how skilfully the diamond has been faceted and proportioned. It covers the angles of the facets, their symmetry, and how well the surface has been polished.

Cut quality is the only one of the four Cs that depends entirely on human craft rather than what nature produced. Nature decides a diamond’s colour, its clarity and how much it weighs. A skilled cutter decides how to release the stone’s brilliance, and a poor decision at that stage can dull even a high-quality rough diamond for good.

Why cut drives sparkle and value

The four Cs, Cut, Colour, Clarity and Carat, are the framework every reputable buyer uses to grade a diamond. Cut earns its place at the front of that list because it has the most visible effect on how a stone performs to the eye.

A well-cut diamond catches light, bends it inside the stone and sends it back out through the top, which is what produces that lively flash of brilliance and fire. A poorly cut stone of the very same weight, colour and clarity can look flat and lifeless, because light leaks out of the bottom or the sides instead of returning to your eye. This is why cut quality matters so much. It can make a smaller stone look more impressive than a larger one, and it can lift or lower the value of an otherwise identical diamond.

For anyone thinking about selling, the message is simple. A diamond that has been cut well, with good symmetry and polish, will usually command a stronger offer than one that has been cut to save weight at the expense of sparkle.

The common diamond cuts and their character

Here are the cuts you are most likely to come across, each with a sense of its personality. When we talk about these in the trade, we are usually referring to the shape, while still keeping the quality of the faceting firmly in mind.

Round brilliant

The round brilliant is the most popular cut by some distance. Its facet arrangement is designed to maximise the return of light, which gives it exceptional brilliance and fire. Because so much skill goes into achieving that, and because rough diamond is lost in shaping a round, round brilliants often carry a premium over other shapes of similar quality.

Princess

The princess is a square or near-square cut with sharp, pointed corners and plenty of sparkle. It is a popular modern choice for engagement rings, offering a lot of brilliance in a clean, contemporary outline.

Emerald

The emerald cut is rectangular with cut corners and long, step-like facets that run parallel to the edges. Rather than fiery sparkle, it produces a clear, hall-of-mirrors effect with flashes of light. Its open, glassy look means it tends to show colour and inclusions more readily, so quality is on full display.

Oval

The oval is an elongated, rounded shape that keeps much of the brilliance of a round brilliant. Its stretched outline can make the stone look larger for its weight and has the pleasant side effect of making a finger appear longer and slimmer.

Cushion

The cushion cut is a square or rectangular shape with softly rounded corners, a little like a pillow, which is where the name comes from. It has a warm, classic and slightly vintage character, with rounded edges that feel gentle rather than sharp.

Marquise

The marquise is a long, narrow shape with two pointed ends, like a slender boat or an eye. It carries its weight across a large surface area, so it can look bigger than its carat suggests, and its elongated form is striking and distinctive.

Pear

The pear, sometimes called a teardrop, blends a rounded end with a single point. It is an elegant hybrid of the round and the marquise, and it suits pendants and rings alike. The point should sit neatly in line with the rounded end for the most pleasing look.

Radiant

The radiant cut combines the clean rectangular or square outline of an emerald with the lively, brilliant-style faceting of a round. The result is a stone with both a tailored shape and plenty of sparkle, which makes it a versatile, eye-catching choice.

Asscher

The asscher is a square cut with cut corners and the same stepped facets as the emerald, giving it a refined, geometric and unmistakably art deco feel. Like the emerald, its clean lines reward a high-quality stone, since there is little to hide behind.

Heart

The heart is a romantic and demanding shape, essentially a pear with a cleft at the top. It calls for real skill from the cutter to keep both halves even and the outline crisp, which is part of what makes a well-made heart so charming.

Why cut matters when you sell a diamond

When you decide to sell, cut moves from being a matter of taste to a matter of value. A few practical points are worth keeping in mind.

• Cut quality affects the offer. A stone cut for maximum brilliance, with strong symmetry and polish, generally fetches more than one cut to preserve weight at the cost of sparkle.
• Shape affects demand. Some shapes, such as the round brilliant, enjoy steady, broad demand. Others move in and out of fashion, and current demand feeds into any offer.
• Cut interacts with the other Cs. An open cut like the emerald or asscher shows colour and inclusions more plainly, so cut and clarity and colour are weighed together rather than in isolation.
• A certificate helps. A grading report from a respected laboratory, such as the GIA, records cut alongside the other characteristics and tends to support a stronger, smoother sale.

None of this is something you need to work out alone. The point of an in-person assessment is to read all of these factors together and translate them into a fair offer.

How The Gold Avenue values your diamond against the four Cs

We built The Gold Avenue as a transparent, five-star alternative to the traditional pawn-and-gold-buying trade, and that approach runs through every assessment we make. Here is how the process works.

1. Get in touch. Contact our team by phone or WhatsApp to tell us a little about your diamond.
2. Bring it in. Bring your diamond to our premises at Illovo Point in Sandton, where we examine it properly and in person.
3. We grade the four Cs. We assess cut, colour, clarity and carat together, factor in the shape, any certification and the condition of the stone and its setting, and read all of this against current market demand.
4. Receive a clear offer. We make you a transparent offer with the reasoning behind it, and there is no obligation to accept.
5. Get paid the same day. If you choose to sell, we pay you the same day by cash or EFT.

Because we work an international dealer network, particularly in the UAE, we are often able to pay sellers in Johannesburg and across Gauteng more competitively than a buyer relying on the local market alone.

A quick checklist before you sell

If you are getting ready to have a diamond assessed, this short checklist will help you walk in prepared.

• Gather any paperwork you have, including a grading certificate or an old purchase or insurance document.
• Make a note of what you know about the stone, such as its shape and roughly when it was bought.
• Bring the complete piece, including the setting, rather than removing the stone yourself.
• Choose a buyer who tests and assesses the diamond in front of you and explains the offer clearly.
• Bring your South African ID or passport and proof of address, which are needed under FICA to complete a sale.
• Remember there is no obligation to accept an offer on the day.

Get a transparent diamond assessment in Illovo, Sandton

Whether you are simply curious about your diamond’s cut or you are weighing up a sale, an in-person assessment is the only way to know what your stone is genuinely worth. Our team makes the process honest, clear and quick.

The Gold Avenue
Illovo Point, 68 Melville Road, Illovo, Sandton, 2196
Phone: 010 109 0080
WhatsApp: 076 393 5429

Call or message us to book your diamond assessment. We are based in Illovo, in the heart of greater Johannesburg, and we welcome sellers from across Sandton and the wider Gauteng area.

Frequently asked questions

Is cut the same as the shape of a diamond?

Not quite. In everyday use people say cut when they mean shape, such as round or oval. In the trade, cut also means how skilfully the diamond has been faceted and proportioned. Shape is the outline, while cut quality is about the craft that brings out the sparkle.

Which diamond cut is the most valuable?

There is no single answer, because value depends on cut quality, the other three Cs and current demand together. The round brilliant often carries a premium because of the skill and rough lost in shaping it, but a well-cut stone in any shape will generally fetch more than a poorly cut one of the same weight.

Does the cut affect how much I can sell my diamond for?

Yes. A stone cut for strong brilliance, with good symmetry and polish, tends to attract a better offer than one cut to save weight at the expense of sparkle. Shape matters too, since some shapes enjoy steadier demand than others.

Do you only buy round brilliant diamonds?

No. We buy diamonds in a wide range of cuts and shapes, including princess, emerald, oval, cushion, marquise, pear, radiant, asscher and heart, as well as loose stones and diamond jewellery. We also buy Krugerrands, gold coins, gold jewellery and luxury watches. If you are unsure whether your item suits us, simply get in touch and ask.

Learn More

At The Gold Avenue, we simplify the process of selling your valuable assets. From luxury watches and Krugerrands to gold, diamond jewellery, and more, we offer fast, safe, and convenient buying services, coupled with an enjoyable experience. We stand by our promise to provide the best price for your items.

Krugerrands: Sell your Krugerrands swiftly and securely.

Gold Jewellery: Turn your gold jewellery into instant cash.

Gold Coins: Get the best price for your gold coins.

Diamonds: Exchange your diamonds for a competitive price.

Watches: Luxury watches like Rolex and others are welcome.

In need of a cash loan? We’ve got you covered.

Selling to The Gold Avenue is simple:

Contact Our Team: Reach out to our team via call, WhatsApp, or online chat. Describe the luxury items you want to sell.

Book an Appointment: Set a valuation appointment at a time convenient to you. Our safe and secure premises are located in Johannesburg.

Get an Offer: Our expert team will provide a quick and fair valuation. We’re committed to long-term relationships, guaranteeing the best price.

Money in Your Bank: We offer immediate payments, directly into your bank account, either through cash or EFT.

Ready to start selling? Book an Appointment