Posted 30 September 2011 - 10:06 AM
Is there any particular reason that you're looking at branded cut square diamonds? You can get more bang for your buck out of going for a certified (GIA or AGS) that is cut well, and you'll likely get something with better Clarity and Color for the size and budget that you're looking to stay within. A lot of times, those branded diamonds are lower quality diamond, and they put extra facets on them to give them more "sparkle" or cut them shallow and wide to make them look bigger, when in fact, what makes a diamond good are the basic 4 C's, but the CUT--which means that the light performance in a standard Modified Square Radiant aka "Princess Cut" that is well cut is going to look better not only on the surface, but through-and-through, than those with some trademark name.
"Ideal" ratios for Princess cuts are UP TO 1:1.04 (which, esp if set N-S, will still appear square to the human eye most all the time) but the closer you get to 1:1, obviously, the better. Once you're past 1.06, you definitely start to get the impression of the stone being more rectangular. Not that there's anything WRONG with that...it's still a Radiant, but you're getting further from where it can more legitimately be called a "Princess" (IMHO)
I say this as "expert advice", but whatever any of us tell you, it really comes down to what you like and what you're comfortable with buying and from whom. It's nearly impossible to price shop the branded cuts, so we couldn't tell you as far as fair price or value for money with any REAL certainty, because most of those branded cuts are owned by a particular chain, so there's no one else to price shop against. BUT, use the diamond finder tool at the top, plug in your basic specs, and just look at what ballpark of prices come up. If you see that it's REALLY out of line (either in your favor or in theirs) with what they're asking, then stop and consider further what direction to take. Otherwise, all other advice aside, you've just gotta go with your gut!
Good luck!
Diamonds Graduate, Pearls Graduate, AJP GIA