Diamonds are one of the few products that simply cannot be �branded.' Even though there are different cuts, different grades, and different values placed on each and every diamond in existence, no diamond is any specific brand - just as gold is not a specific brand. Branding is actually based on who owns the diamond. For instance, if DeBeers owns the diamond, it is a DeBeers Diamond - but it is still just a diamond. If the diamond was cut by a specific well known cutter, then it might be branded in that way as well - but it usually isn't. It is still branded based on who owns it at the time. So basically, when it comes down to it - diamond brands mean absolutely nothing at all. Do not allow a jeweler to try to talk you into paying an exorbitant price on a diamond because it is a specific brand. This is a bit of trickery used by unscrupulous jewelers when they know that they are dealing with people who don't know much about diamonds. Remember that diamonds are not actually branded - unless mother nature has her own brand!  Allen Jesson writes for several sites that specialize in Antique Engagement Rings, Vintage Engagement Rings and A Gift Of Poetry