IT’S PERFECTLY ACCEPTABLE
TO CRY AT A WEDDING
BUT BUYING THE
SHOULDN’T BRING YOU TO
REIS-NICHOLS HAS BEEN SERVING
THE INDIANAPOLIS COMMUNITY FOR
NEARLY 100 YEARS
We’re dedicated to creating a jewelry
shopping experience like no other. We’d like
to personally invite you to experience it for
yourself. Hope to see you soon!
The Nichols Family (from left)
Cindy, Karla, Brenda, BJ, and Linda
Cover rings by Scott Kay
WE DO THIS ALL THE TIME
We realize buying a diamond
can seem a bit overwhelming.
we’ll do everything we can to
make it an easy and enjoyable
experience. In this booklet, We’ve
outlined the basics that you’ll
want to consider when making
your purchase. TAKE YOUR TIME,
ASK QUESTIONS, AND RELAX.
Visit us online at www.reisnichols.com
She’ll promise to spend the rest of her life
with you. She’ll promise to wear this ring as a
symbol of your love for each other every day.
You want to be sure she will adore it. Here’s
what you need to consider:
When deciding which ring metal to choose,
it’s important to understand the differences
between platinum, karat gold and palladium.
Although platinum is the most expensive
metal, the strength and endurance of the
metal makes it worth the extra investment.
Platinum won’t wear away which means it will
last a lifetime and will require less maintenance.
Platinum is also the most pure metal.
Gold itself is very soft. Therefore, metal
alloys are incorporated to give it strength
(and it’s color, available in white or yellow).
A karat is one 1/24th of the total so the karat
number indicates how many parts of the
alloy, from a total of 24, are pure gold. Thus,
24k gold is pure gold. 18k is 18 parts gold—
or 75% gold plus 6 parts of alloying metals.
While palladium is less dense and lighter
weight than platinum, it does have very
similar characteristics. Palladium is a very
durable and strong metal and costs far less
Reis-Nichols offers a wide variety of engage-
ment ring settings by some of the world’s
most renown bridal designers. In addition,
two award-winning designers are on staff to
craft one-of-a-kind designs and custom
exclusives, only available at Reis-Nichols.
While there are countless varieties, here is a
brief summary of the three main engagement
The most traditional engagement ring setting
—a band with a single diamond set in the
center. A four-prong setting shows a bit more
diamond, while a six-prong or bezel setting
offers more security for your diamond.
Settings with Side-Stones
A ring with diamonds or gemstones adds
additional sparkle or color. Each different
setting style provides a different look.
Channel settings tend to be more classic or
contemporary, pave settings give enhanced
sparkle and bead set and engraved styles
often have a vintage or antique flair.
Settings with Matching Bands
Traditionally, an engagement ring is worn with
a matching wedding band, but many brides
today are choosing a single ring style, or a
band that complements their engagement
ring, but is not necessarily made to match it
exactly. Reis-Nichols does offer many settings
with bands designed to match as well as
Rings by Verragio Flush Fit ™ engagement ring styles that are
designed to fit with any style band, even an
heirloom family wedding band.
Today engagements are rarely a complete
surprise, so the selection process often times
involves both partners. In some cases she’ll
help select the diamond and the setting
leaving the proposal up to him. In other
instances she may merely guide her partner in
the right direction leaving the final selection
decisions to her partner. If you want absolute Ring by Scott Kay
confidence that she’ll love the ring, we
recommend that you discuss engagement
ring options together.
However, we realize that some true romantics
love the element of surprise! We can help
you select a ring that she’ll love… there are
just a few things we’ll want to know. Be
prepared to tell us about her lifestyle and
her taste. Here are some hints:
What does she like?
What color of jewelry (white or yellow) does
she wear? Is her jewelry dainty or bold?
Simple or ornate? Classic or unique?
What is her lifestyle?
What types of activities is she involved with
day in and day out? This will help in picking
a setting that is going to give her the
appropriate protection for her diamond.
Talk about it.
Ask her friends and family for suggestions.
They might have some insight into her style
preferences. Or, buy her a bridal magazine
and ask her to circle or tear some photos out
of ring styles that she likes.
Although there is a lot to consider when
selecting a diamond, don’t let yourself get
all wrapped up in the technical jargon.
Reis-Nichols offers one of the largest selections
of loose diamonds in the Midwest. With the
right information, it’s easy to determine the
diamond qualities that are most important
to you and will allow you to stay within
When it comes to a diamond shape, many
women typically have a strong preference,
so it is best to find out what she likes. There
are many beautifully cut shapes to suit every
personality. Some cuts, like the round and
princess, have facet arrangements that act
like tiny mirrors to reflect the most light,
while others, like the emerald and asscher,
have fewer facets and a look of quiet elegance.
Round Princess Emerald Pear Marquise
Oval Radiant Cushion Asscher Heart
THE FOUR Cs
The combination of carat weight, clarity, color,
and cut, commonly referred to as the 4Cs, is
what determines the beauty and worth of
each diamond. A basic understanding of
these characteristics will help you select the
diamond that’s right for you.
Flush Fit rings by Precision Set
Pages 8 and 9 will help you understand each
of the 4Cs and their impact on the beauty
and value of each diamond.
WHICH OF THE FOUR Cs
IS MOST IMPORTANT?
A more complete look at Cut, Clarity, Color,
and Carat Weight will give you a better
understanding of each of the four Cs. But,
probably most important of all is the cut of
your diamond. A diamond’s cut has the most
influence on its brilliance and beauty. Many
gemologists consider cut the most important
characteristic because even a diamond with
perfect clarity and color will have a dulled
brilliance if it has a poor cut. A poorly cut
diamond should have a much lower price.
Cut is never compromised at Reis-Nichols.
Each diamond is hand-selected and we simply
do not ever select poorly cut diamonds.
A COMPLETE GUIDE
TO THE FOUR CS
CUT Width of table
Cut refers to the proportions and the precise Depth of
placement and angles of the diamond’s
facets or surfaces. A well cut diamond has Ideal Proportions
more “life”. Diamonds that are cut too deep
or too shallow lose light through the side
or bottom, resulting in a less brilliant and Ideal Cut
ultimately, less valuable gemstone.
Our recommendation: An ideal cut diamond deep
may not be for everyone, but don’t compromise
when it comes to cut. Find a well cut diamond
that fits your budget—if you need to make Cut too
compromises do so with size, color, or clarity.
Though many diamonds appear colorless, E
most contain shades of yellow, brown or gray.
The GIA* created the color grading system
that is accepted throughout the industry.
The scale of color grades is determined by
the amount of bodycolor a diamond has J
when viewed table-down, from its side, K
against a neutral white background under M
specific lighting conditions. n
Our recommendation: While a range of color Q
grades are acceptable, the most requested R
color grades are those in the colorless or near T
colorless ranges (D through J). But keep in
mind, an “E” color diamond could be worth V
less than an “I” color when factoring in the
cut and clarity.
*Gemological Institute of America
There are tiny pinpoints, crystals, and feathers
encased in any diamond that identify it much
like a fingerprint. These identifying character-
istics are known as inclusions. Clarity grades
are determined by the number, size, nature,
color and location of these inclusions. The
smaller and less visible the characteristics,
Inclusions visible to the naked eye
the higher the diamond is rated. Diamonds
with no inclusions are extremely rare and the
Our recommendation: Reis-Nichols offers
diamonds in clarity grades ranging from SI2
to Flawless. We have found the SI2 to V VS1
range to be the most popular for engagement
2.0 carat The weight and therefore the size of a
7.77-8.35 mm diam. diamond is expressed in carats. One carat
is equal to 0.2 gram. A carat is divided into
100 “points”. For example, a diamond of 25
7.04-7.63 mm diam. points is described as a quarter of a carat or
0.25 carats. Two diamonds of equal size can
1.0 carat have very different prices, depending on the
5.98-6.66 mm diam. other characteristics of cut, color and clarity.
4.91-5.30 mm diam.
Our Reis-Nichols sales professionals will work
with you to determine the ideal combination
of Cut, Color, Clarity, and Carat Weight to
match her style and your budget.
OK. We’ve covered a lot. Now relax. You
are prepared with the basic knowledge to
help you choose just the right diamond
engagement ring for your proposal.
Because purchasing a diamond is such a
significant event, it is imperative that you
allow the right kind of jeweler to assist you with
your selection. Carefully consider selection,
quality, price and above all service and
reputation when looking for a jeweler to
help you through this decision of a lifetime.
Reis-Nichols offers you everything you
need to make shopping for a diamond
engagement ring enjoyable, educational
and most importantly stress-free. Pages 12
through 16 describe some of the benefits of
Band by A. Link
Beyond the engagement ring, choosing the perfect wedding or
anniversary band is just as important. Diamond bands are so
versatile and can be worn on either the left or right hand.
Traditionally a wedding band is worn underneath the engagement
ring from the day you are wed, for all time. Many celebrate
anniversaries or other milestones in their lives by wearing a
diamond band on the right hand ring finger. Often, the number
of diamonds in a band is relevant, like five diamonds in the
band to signify a fifth anniversary.
THE FINEST DIAMONDS
AT THE BEST PRICE
We travel to the diamond capital of the world
to handpick the most beautiful diamonds
available. Only those that provide the best
combination of cut, color and clarity are
selected. By dealing directly with the cutters,
we eliminate the middleman and negotiate
the best buys. To maximize our buying power
we buy in large quantities and always pay
cash. What does this mean to you…
more diamond for less money.
AN UNPARALLELED SELECTION
It’s like going to four or five different stores
all at once. With thousands of mountings
and hundreds of diamonds to choose from,
the possibilities are endless.
DESIGN AND MANUFACTURING
Work directly with our national award-winning
designer to craft an extraordinary, unique
piece of jewelry. Your custom piece will be
transformed from a pencil sketch to a wearable
piece of art completely in-house giving you
first hand involvement in the process.
Reis-Nichols has several Graduate Gemologists
(GIA) on staff. Appraisals are provided free of
charge with most Reis-Nichols purchases.
PROFESSIONAL SALES STAFF
Reis-Nichols’ sales staff is one of the most
knowledgeable in the industry. With over
100 years of experience, our staff has made it
their profession to know and teach you about
diamonds and jewelry. We will always provide
you with the most accurate and up to date
Reis-Nichols is a member of the American
Gem Society which is awarded only to select
jewelers who possess proven gemological
knowledge and follow the highest ethical
standards. Our membership is your assurance
of our reliability and capability.
Several finance options are available including
layaway and 90 days same as cash plans.
We want you to be absolutely confident in making
a purchase at Reis-Nichols which is why we stand
behind everything we sell, and we put it in writing.
Money Back Guarantee
You may return your non-special order purchase
for any reason within 30 days in its original
condition for a complete refund.
Lifetime Wedding Ring
Diamond Protection Guarantee*
We guarantee to replace your diamond if it is
damaged or lost from its mounting through normal
wear. We recommend insurance to cover theft and
Maximum warranty coverage: $10,000
Lifetime Craftsmanship Guarantee*
We guarantee our jewelry is free from defects in
materials or craftsmanship for the life of the jewelry.
We will replace or repair any purchase found to be
defective at no cost to you.
Lifetime Trade-In Guarantee
If you ever decide to trade your Reis-Nichols
diamond, we will give you your full purchase price
against another item of greater value.
Lifetime Clean & Polish
We will clean, inspect and polish your purchase at
no cost for the life of the purchase.
We will provide you with appraisals for your
purchase at no cost for the life of the purchase.
We will size your purchase one time at no cost
regardless of when it was purchased.
(Note: Some items are not sizeable.)
*Requires semi-annual cleaning and inspection
Fashion Mall Commons
3535 East 86th Street
Indianapolis, IN 46240
789 US 31 North
Greenwood, IN 46142