Every day, diamond shoppers at many jewelry stores and discount outlets are told they can buy a high-quality stone at a discount price. But there's no such thing as a free lunch; if you're quoted an unbelievable price that's exactly what it is, unbelievable.

These stores claim to have "the best" simply by having their diamonds evaluated by labs specializing in soft grading, a good thing for the lab and the store, but not for the customer. Having lower standards for diamond color, clarity and especially cut guarantees that the customer will pay more than he or she should for the quality received.

Your best bet when buying a diamond is to learn as much about diamond quality as possible before the purchase. If you want to go beyond the basics, you can spend just 30 minutes with the educational tutorials on our website and end up with more knowledge than many jewelry salespeople you'll run into. We'll give you the information needed to get past buzzwords and recognize true cut performance and precision to ensure you get what you pay for.

With over 60 years of combined experience the Summa Jewelers obsession is diamonds that are the most precisely cut and highest performing, diamonds that reflect light with an almost magical quality, the top 1%. Learn your stuff, shop around and then come in and challenge us. You'll be glad you did.

Diamond Education on our website

• Friday October 1st - National Diversity Day
• Saturday October 9th - Fall Festival Of Local Flavor in Downtown Kirkwood, beginning at 10 a.m.
• Monday October 11th - Native Americans' Day
• Thursday October 14th - Be Bald And Be Free Day
• Saturday October 23rd - National Mole Day
• Sunday October 24th - Mother-in-Law Day 
• Thursday October 28th - Halloween Walk in Downtown Kirkwood, trick-or-treating from 5-7  p.m.
• Sunday October 31st - Halloween