The C.W. Smith Difference


Seeing is Believing

No diamond or piece of jewelry should ever be purchased from a picture, description or certificate, no matter how beautiful they appear. It's easy for a vendor who sells poor quality diamonds or jewelry to hide behind a beautiful picture or a nice looking certificate.

This is especially true with diamonds. Many jewelers and online diamond vendors want you to believe you can select a diamond from a lab certificate alone, that “A beautiful certificate guarantees a beautiful diamond.” Nothing could be further from the truth.

We reject hundreds of diamonds that have “beautiful” certificates, but do not have that “beauty” when examined in person. The dimensions on the certificate may look ideal, but the diamond has minimal fire and scintillation. The clarity grade on the certificate may indicate a diamond with no visible inclusions, but we can see an inclusion as soon as we open the diamond paper. The symmetry on the certificate may read "excellent," but the diamond just doesn’t look right when placed on top of a mounting.

We hand select all of our diamonds to assure that only the finest are shown to our customers. We’ll take the time to educate you on what to look for and we'll show you several different diamonds, along with their certificates, so you can compare them and choose the best diamond for you, without any guesswork.

Jewelry is purchased for one reason - it's beauty to the wearer. It is meant to reflect special moments in life. You shortchange yourself if you let someone else make this important decision for you. Don't rely on someone else’s eye, opinion or millimeter gauge. See it, hold it, feel it, try it on and compare it side-by-side at C. W. Smith Jewelers.


603 Wisconsin Ave N. Fond du Lac, WI 54937 920-922-6259
STORE HOURS: Mon thru Fri 9:00am - 6:00pm, Saturday 9:00am - 3:00pm


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