They called it the Ultimate Sale. High quality, fully certified and graded, unset diamonds with reductions of up to 70 per cent off the high street price. Brand Alley, the online discount retailer of designer fashion and accessories, was selling diamonds from the same laboratory and suppliers that certified De Beers’ diamonds and for as little as £343 ($504). Suddenly the world’s most aspirational jewel had landed in the bargain bin.
The stones were small- to medium-sized with thousands of pounds worth of discount. A 1.5 carat Brilliant Round, H colour, S1 purity unset stone, with a cut grade of Very Good, was reduced from £16,950 to £8,200.
