It’s the same as a real diamond versus a cubic zirconia. We’re seeing more demand for browns including champagnes in square, marquise, and pear shapes. Yellows and pinks are popular as well, due to their high availability. It’s a fun purchase, very individual, allowing you to include personal style, as opposed to picking a colorless diamond.”

Reed Brown of Ross-Simons says, “Fancy yellows are hot right now, especially set in radiant or princess cuts. We’re doing more fancy yellows paired with white diamonds to intersperse the color. And while it’s few and far between, pink diamonds are still requested.”