The daily Gate City. [volume] (Keokuk, Iowa) 1855-1916, 1912-10-06
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a Straight Talk .
an Diamonds

a f,v color anu
ro,or varies from the finest =
,-ades of blue and blue white =
5awn through many different =
sradings to noticeably yellow =
8 stones.
! Perfection is based on correct =
! cutting, and on freedom from :
DAVIS which are spots OF free car :
! hon appearing as black specks :
or what appear to De smah :
! cracks In the stone.
thus when one speaks OF =
na,fact diamond, they refer to =
! the absence of flaws but DO not =
necessarily grade it as to COL =
: OR, and likewise when the term :
! fine color is used, IT does not =
! mean clean stone
The cost o. diamond depends =
) on the grade OF the color ana the =
: absence Of imperfections-
: There are rightly about four .
: Grades OF white. That is about .
: four gradings, that when mount =
: IA really look white even to the .
: more experienced person, when =
! not directly compared with finer =
q goods. Each grade Will make =
the grade lower show little .
I color. however, when direct =
: comparison is made. Different =
: dealers have a variety of terms =
! If description for the different =
5 gradings, in all except the high :
) est or blue white grade. A blue
Z white diamond has peculiar =
! lnstre and brilliancy which is =
4 easily recognized and while some Z
! unscrupulous dealers describe as Z
4 nine white. diamonds that are .
) NOT blue white, their misrepre- Z
: sentation is easily discovered. =
Such terms as very fine white, 4
fine white, fine crystal, etc. are Z
: applied according to the judg- 4
= ment and conscience Of the deal 4
er. and there is difference of 4
= opinion as to the actual shade of =
= each grading and difference in 4
terms used to describe various
= coiors.
Few persons know the vast 4
= range In the present price OF
diamonds. a carat stone may be
: bought all the way from $500
y up to $4,000 and IL bought from
= dependable jeweler, the highest
= price represents no greater profit I
= than the lowest.
= Except by direct comparison,
= 1t is impossible for even diam I
& ond expert to accurately grade I
. stones, and yet very slight !
= variation In color makes a con I
= siderable difference in price. A I
= direct comparison, s-e---.-ersr--
= makes color difference apparent :
= to even an inexperienced person.
. We urge our customers to buy
= high grade diamonds.
= BECAUSE-First Comparisons
. are bound to be made. II you
. pay $4,000 for a carat stone and
= your friend pays $4,000, a COM
parison will make you dissatis-
= fed with your hundred dollar
. saving.
q Second, Because the higher the
. grade of diamonds, the more
rapid the increase in value In
= twenty years. the increase in
= cost of poor grades has been
. only about fifty per cent, while
= in the highest grades, it has
: been over two hundred per cent,
. and the same proportionate in
. crease is continuing.
Last week spent day with
free access to nearly half mil
. lion dollars worth of diamonds,
of every conceivable grade.
= selected, with the greatest care,
. a most beautiful lot of absolu-
tely perfect blue white diamonds
OF every size. These goods are
= not cheap, hut consider them
bargains. and very desirable
= purchase at the price paid, and
= at the price we offer them for.
II you want to spend fifteen dol
lars or five hundred dollars, can
sell you stone that you can
= compare with any you may see
oHu iiidhS Tie OlGST OU6 lUOk
cheap and also that will prove
= the best diamond investment you
. can make.
| found few very fine bar
gains In fine color very slightly
imperfect stones at about one
half the price of the higher grade
lot described above
? We do not handle off colored
or very imperfect goods, but If
you want a fine stone you will
ind what you want here at the
right price.
Ii you are Interested in diam
onds, do not hesitate to come
here and let me show you stone
y at any price, you wish to pay
You need feel no obligation to
buy and believe you will be in
terested in seeing our present
? beautiful assortment.
FRANZ LeBRON.
a few special bargains In very
slightly imperfect, fine white
' diamonds. The imperfections
aEa Z La