White Flash Review – Ideal Diamonds and Fine Jewelry

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When it comes to selecting a diamond, CUT is always KING. A diamond’s cut is responsible for the brilliance and scintillation it displays. The captivating flashes of colored light dispersion are a result of carefully calculated proportions and crafted precision.

In this review, we will perform an indepth analysis of WhiteFlash’s signature line of super ideal diamonds, A Cut Above ®, to see if they really live up to their reputation for providing superior quality and performance.

whiteflash review

A line up of ACA round brilliants and princess cut diamonds.

Always Ask For Details And Verify The Claims

Whenever I buy diamonds via online sources or physical stores, I demand to see tangible data on the diamond. A smart shopper should never depend on the fluff and marketing pitch of a salesman or webpage without verifying what they claim. I believe you should too.

After all, buying diamonds is both an emotional and monetary investment. Wouldn’t you want to present the most beautiful and sparkly ring when you pop the question? Wouldn’t you want to make her face light up every time she sees the diamond ring on her finger?

Great vendors help customers make purchasing decisions by revealing as much information on the stone as they can. White Flash understands this philosophy and their business model is exemplary. For the purpose of illustrating this, we will review a G color VS2 1.085 carat ACA super ideal hearts and arrows diamond in detail.

The Light Performance Data Speak For Themselves

10X magnification of A Cut Above

Inspecting Diamonds at 10X

hearts patterning of super ideal cut

8 Perfectly Symmetrical Hearts

idealscope image of whiteflash aca

Idealscope Showing Great Brilliance

darkfield aset for round diamond

Supreme Brilliance And Contrast

From the images above, you are looking at picture perfect photographs of what super ideal cut diamonds should encompass. The ASET and Idealscope pictures indicate a stone with supreme optical performance. With the correct amounts of reds (brilliance) and blacks (contrast), it is the pinnacle of a bright and scintillating diamond. Here’s a reference guide for you to compare the Idealscope pictures.


It’s rare to see vendors providing transparency and technical data to such a level of detail. Don’t believe me? Check out your local jewelry store or other online stores and see what kind of information they provide beyond a grading report.

Heck, you should also drop by the big brands like Tiffany or Cartier to verify this yourself.

Most vendors will not provide you with concrete information like magnified videos or performance data to help you truly see and make educated decisions. In fact, it is in their self serving interest that you know as little as possible about your purchase.

That’s not what you get at Whiteflash.com.

You see, when you are buying ideally cut hearts and arrows diamonds, getting additional data is mandatory. Information like ASET, Idealscope, hearts and arrows patterning and even a magnified photograph of the diamond are all pre-requisites.

Otherwise, how would you be able to judge the precision of the cut and craftsmanship?

Why Do I Need So Much Information to Make a Purchase?

Most other vendors like BlueNile simply filter their inventory with computer algorithms. How do you know whether a GIA triple excellent diamond is top of the line or sitting at the boundaries of the grading? GIA triple excellent diamonds are not made equal. I made an entire post about that here. Despite scoring three excellent ratings, there can be huge variations that account for light leakages and symmetry within these stones.

Here’s What You Get With a Typical Ideal Cut diamond

poor hearts patterning

Badly formed hearts that can barely be seen

bad arrows patterns

Arrow shafts missing and unequal lengths

As you can see, the difference between a typical GIA triple excellent stone and WhiteFlash.com’s A Cut Above is clear as day. Which kind of diamonds would you rather buy? I think the choice is obvious.


Did You Know That ACAs Come With Sarin Reports Too?

sarin report for ags hearts and arrows white flash

For the layman, the Sarin offers detailed measurements of the diamond’s exact proportions. The report contains figures that enables you to double check and verify the measurements found in a GIA/AGS grading report. What you want to see on the Sarin report is a small variation of the measurements. If there are big discrepancies, you would need to raise a red flag and be wary.

A Quick Review on Whiteflash’s ACA Stringent Qualifications


For complete specs and qualifications, click here.

In a nutshell, White Flash has done up all the legwork to build up a brand that is synchronous with superlative quality. Even if you close your eyes and randomly picked an ACA stone, you’ll end up with a diamond that is better than 99% of the diamonds available in the market.

Why is There a Price Premium?

Perhaps you might wonder why A Cut Above diamonds might cost more than a generic GIA triple excellent or AGS triple ideal stone. Why do these branded diamonds cost an additional 10-15% more than other diamonds with the similar grading?

The Relative Range Of Cut Qualities And Proportions For GIA And AGS Grading

narrow band of criteria for super ideals

In order to achieve that tight band of proportions for a super ideal diamond, more skilled labor and rough material is required during the polishing process. From the chart above, you can see that GIA’s triple excellent grading is much more forgiving in terms of proportions and craftsmanship.

For a more indepth discussion on this topic, read this article on the comparison of GIA triple excellent diamonds against AGS 000 diamonds.

Did you know there’s a reason why diamonds are often cut to “inferior” standards instead being polished to the highest possible standards? In fact, most cutters intentionally compromise on cut while achieving the bare requirements for a diamond to receive a GIA triple excellent rating.

This is done mainly for 2 reasons. Firstly, a triple excellent grade from GIA is a great branding and marketing tool. It helps jewelers move diamonds quickly since consumers are familiar with them. Secondly, cutters can save significant weight on the stone by meeting the minimum criteria of a GIA triple excellent rating and this translates to higher profit margins. If you had ever wondered how so many diamonds in the market can fall flat on magical carat weights like 1.00 or 0.70, this is the reason why.

Review of WhiteFlash.com’s Expert Selection – How Do They Compare?

In total, there are 3 tiers of in-house diamonds at Whiteflash. Besides the signature ACA and Premium Select, the Expert Selection offers a range of AGS ideal round diamonds that still displays great light performance and a good standard of hearts and arrows patterning.

The difference between the Expert Selection (ES) and other top tier diamonds is that the categorizing process isn’t as stringent. For example, the ES diamond range allows minor variations of the hearts and arrows patterning to be present. Other times, the diamond could have a near miss in attaining proportions which designates it as a top tier diamond.

We review 2 stones from the Expert Selection in more details to explain what you would expect to get.

0.928 ct G VS2 Expert Selection Round Cut Loose Diamond

expert selection loose round brilliant

In this particular example, you can see small areas of light leakages beneath the table. The truth is, these areas of light leakages are only detectable by trained eyes in real life and are very minor issues. Yet, this stone was downgraded into the 2nd tier of in-house diamonds and this should give you an idea of how strict Whiteflash’s criteria are for their top-tier ACA diamonds.

0.806 ct I VS2 Expert Selection Round Cut Loose Diamond

bigger table facet and more scintillating scope images

This Expert Selection stone didn’t make it into ACA because of its proportions and light performance. This diamond has a 58.4% table facet which didn’t meet the criteria of an ACA. While the Idealscope image does indicate a diamond with good brilliance, the ASET image reveals some hidden details.

As pointed out with the yellow arrows, this diamond has green colors near the girdle of the stone which should ideally be red. Technically speaking, this is a result of slight digging in the diamond’s girdle. For the layman, this means the diamond has relatively lower brilliance in those areas and will not look optically “balanced”.

Overall, I find the Expert Selection to be a great line of diamonds with excellent light performance (although not as good as the ACA but they are still better than the signature lines of many other vendors).

Review of White Flash’s Premium Select – Are They Any Good?

The Premium Select range is targeted at consumers who are shopping for value. While diamonds in this range typically possess a GIA triple excellent rating, they might not display crisp hearts and arrows patterning and perfect optical performance.

If you don’t count the H&A patterning as an important criterion, by all means choose a stone in this category. The stones listed under this category are still picked for their better performance compared to typical ideal cut diamonds.

We will review a couple of random stones from the Premium Select category in more details and offer some suggestions on how to choose a great diamond within this range.

0.703 ct I VS2 Premium Select Round Cut Loose Diamond

ring of death

In this example, it is easy to see why this stone is categorized in the third tier of Whiteflash.com’s in-house stones. Under the table facet, we can obviously see a pale ring of light leakage via the Idealscope image. This light leakage is caused by the diamond’s proportions it was cut to. With a high crown angle of 35.9°, the emphasis of the diamond’s cut is placed on achieving more fire from the crown facets rather than being focused on the diamond’s overall performance.

0.80 ct H VS2 Premium Select Round Cut Loose Diamond

gia premium select loose diamond white flash review

Hey? Wait a minute? It looks great! Why isn’t this an ACA?

As I had mentioned in my review of Whiteflash.com’s ACA, a diamond needs to pass through stringent requirements and inspections before it can be labeled as A Cut Above®. From the ASET and Idealscope images, it looks every bit as good as an ACA stone. Why was this a Premium Select instead?

Well, let’s take a look at the tangible data for answers…

First of all, a diamond has to attain an AGS 000 rating in order to meet one of the requirements for an ACA. Since this diamond was graded by GIA, it was an auto exclusion. Next, if we review the tangible data in the listing, you will see that there is minor inconsistencies in the hearts patterning of this Premium Select diamond.

While having a perfect optical symmetry (hearts and arrows) in a diamond would more impressive, the truth is that the majority of people out there cannot tell the visual difference between a diamond with perfect precision beside another with minor deviations like this diamond. In my opinion, this Premium Select stone is just as good as an ACA to the naked eye.

For value buyers, this is good news. You don’t have to pay the higher price for an ACA diamond as long as these minor deviations doesn’t affect you psychologically. For the record, the 2nd Premium Select diamond is what I would recommend buying instead of the first stone I reviewed.


To summarize, the Premium Select line of diamonds offers value shoppers a chance purchase stones with superb optics without burning a hole in your pocket. While these diamonds may seem like “rejects” that didn’t make it to A Cut Above, the underlying reasons could sometimes be minor and not necessarily a deal breaker.

How Do the Branded Names Compare to A Cut Above@ Diamonds?

In my humble opinion, the slight premium in the pricing of ACA diamonds is rightfully justified. This is because you are getting one of the most beautiful diamonds money can buy. Comparatively, it offers far greater value (significantly lower prices) and better craftsmanship quality than what you can get with international brands such as Tiffany’s, Cartier or Hearts on Fire.

For example, a 0.75 carat F color VS2 round diamond in a solitaire platinum ring setting will cost you around $12,000 at Tifanny & Co. For a similar price point, here’s what you can get at Whiteflash…

complete solitaire platinum diamond ring

Guess what’s the total price for this diamond and platinum ring setting? It’s only $11,365.

Not only will you get a better diamond in terms of cut quality and clarity, Whiteflash’s ACA diamond cost significantly less than branded diamond rings. For less than what you would expect to pay for a 0.75 carat diamond ring at Tiffany’s, you get a bigger diamond that’s over 1 carat in size at WhiteFlash.

Given a choice between Tiffany & Co. and WhiteFlash.com, would you pay more for a smaller diamond with lower cut standards just for the sake of branding?

I know I won’t. Being a practical person, a brand name means nothing to me as performance is the key criteria I look for. On top of that, the money saved by shopping at White Flash can be put towards other things in life.

What About the Customer Service And Sales Policies?

White Flash is ISO 9000 certified and has been awarded the BBB Winner of Distinction for fourteen years in a row. On top of that, their yearly A+ rating with BBB is a clear indication of their customer care standards, product quality and integrity in doing business.

Here’s a rundown of their consumer orientated sales policies:

Free Shipping Worldwide: Fully insured FREE shipping via FedEx to both US and international destinations.

Life Time Trade Up: All in-house diamonds are eligible for a 100% lifetime trade-up. You may choose to upgrade or trade in for a new diamond with no time-limitations as long as your purchase is at least $1 more.

Generous One Year Buy Back: For an entire year, if there are any unfortunate circumstances that require you to raise cash or sell your diamond ring, they will buy back all in-house diamonds for 70% of the purchase price.

One Year Service Plan: Your purchase is fully covered for free repair, resizing, repolishing or cleaning.

Money Back Guarantee: All purchases are risk-free and backed by a full 30-day money back guarantee with no questions asked. This gives you a complete peace of mind when shopping with them.

3-Year Ultimate Care Plan: This affordable protection plan covers common issues like repairs, missing stones and common damages for a peace of mind.

The bottomline is, there’s absolutely no risk when you shop at White Flash. In fact, the policies are skewed in the your favor and you know you are working with a great vendor when a company stands behind their products in this manner.

Conclusion of Our Review on Whiteflash.com – It’s Plain Awesome!

When it comes to super ideal cut diamonds, few can match the degree of cut quality that White Flash offers. In fact, White Flash is the only vendor in the industry with such a broad inventory of super ideal diamonds that are fully vetted, imaged (including video), and ready for immediate delivery.

Another huge benefit of shopping at White Flash is that they are willing to go the extra mile to help you make an educated purchase. Not only are their inhouse diamonds available for consultants to address questions, they are also able to provide additional images such as side-by-side photos or videos on request.



White Flash is extremely customer orientated and truly impressive. If your main concern in buying an engagement ring lies in getting the maximum bling and sparkle factor for your money, look no further. White Flash’s ACA signature hearts and arrows are truly a cut above the competition.

Click The Banner Below And Get Ready to Be Blown Away By Awesomeness…

a cut above diamond poster

WhiteFlash.com Receives The Best Rating of 5/5 – Reviewed by Paul Gian

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  1. Avatar
    Adam Ginsburg-
    January 15, 2015 at 4:22 am

    Looking for a micro prong 14k white gold full eternity band. Trying to decide between 4 and 5 pointers. Got several prices in the Diamond District. Diamond Scene and Kent Jewlers quoted me $1400-1600.
    David C was $1560 for 4 pointers 0.98 ctw and $2300 for 5 pointers 1.43 ctw.
    Enchanted Diamonds was $2300-2600.

    All F-G VS-SI.

    Any thoughts on the prices and vendors?

    Also, from what I’ve come to think, diamonds like Whiteflash ACA and Brian Gavin Signature are not necessary for stones this size. Do you agree?

    Thanks so much.


  2. Avatar
    Paul Gian-
    January 15, 2015 at 9:30 am

    I think it does make some differences when it comes to melee diamonds.
    http://www.whiteflash.com/wedding-rings/diamonds-for-an-eternity-diamond-wedding-band-1086.htm with A Cut Above melees does cost a little more. However, you do need to bear in mind that White Flash uses 18k gold for the ring material and that by itself is slightly more expensive.

    Overall, I think the prices you are quoted are OK. The only question is whether you can trust these dealers to be giving you F-G VS-SI diamonds. With WhiteFlash, I trust them to deliver accurately on their specifications.

  3. Avatar
    February 4, 2015 at 2:33 am

    I love the ring designs from Ritani and was wondering whether it is a good idea to buy the Ritani ring setting from Whiteflash or to buy it directly from Ritani.com. I’ve checked and found that the prices were similar. Do you know whether the quality of the rings are different and what’s the craftsmanship of Whiteflash settings like?

  4. Avatar
    Paul Gian-
    February 6, 2015 at 1:47 am

    For the designer settings, WhiteFlash doesn’t make them by themselves. The semi-mount (empty setting without center diamond) is made by Ritani and Whiteflash is like an “approved distributor” for the setting. So, regardless of where you buy an original Ritani setting from, the workmanship is all performed by Ritani and NOT the vendor you buy from.

    This review about Ritani should also offer more information: https://beyond4cs.com/reviews/ritani/

  5. Avatar
    Michael Wahhab-
    July 1, 2015 at 6:24 am

    Hi Paul

    You have a great web site here. I just read your review of WhiteFlash. Are you completely independent or are you affiliated with any of the retailers mentioned on your web site?

    I am looking to buy a diamond and am learning as much as possible especially about Heart & Arrows. You spoke highly of these – why?

    Some people have said that because of the perfect optical symmetry, they can appear like a fake diamond. Is too much perfection in a stone a problem? Some people say it’s just personal style. Unfortunately I have not had the opportunity to view a H & A diamond in reality. But your youtube video on the Whiteflash review page show me a comparison.

    How is H & A achieved. Is it just the way it’s cut?

    Thanks in anticipation,

  6. Avatar
    Paul Gian-
    July 2, 2015 at 8:40 am

    Michael, this page contains a frequently asked question: https://beyond4cs.com/about/ftc-disclosure/

    In order to achieve great hearts and arrows patterning, it requires a very high degree of precision in cutting. This usually translates to better light performance and contrast patterning. To find out more about H&A, this article will address your question: https://beyond4cs.com/hearts-and-arrows/

  7. Avatar
    November 14, 2015 at 7:43 pm

    My husband just buy me ring from people’s jewelry we are in canada is a simple solitary ring but is ideal cut,i1 clarity, f colour 1.15 ct they gave a certificate is a Canadian diamond and they gave me a diamond grading report from GS laboratories I was wound wrong if you know anything about that laboratory
    Thank you

  8. Avatar
    Paul Gian-
    December 6, 2015 at 3:37 pm

    GS laboratory is an unknown lab. You can expect the grading to be loose and it is going to receive significantly worse ratings if the same exact diamond has been graded by GIA. In short, it is misrepresented and you likely overpaid for the diamond.

  9. Avatar
    February 21, 2016 at 3:59 am

    Hi Paul,

    I loved the way you had explained everything that a person should know before purchasing a solitaire. I really loved The Tiffany Setting engagement ring online.
    According to you what would be the best specification that I can get or I should look at keeping in mind my budget of around $ 5819 which should be inclusive of the platinum band .

    Since I am from India, we do not have stores like Tiffany, Harry Winston etc and therefore our options aren’t much as compared to western countries. Hence if you could give me few specifications on the solitaire that would be great. I would only be getting solitaire with a GIA certificate.

    Do let me know your thoughts.

    Thank You

  10. Avatar
    Greg Flynn-
    December 13, 2016 at 4:20 am

    Could you provide me with a price guide for a mid-range 0.4 carat brilliant cut diamond. I live in Australia – Thanks Greg

  11. Avatar
    Paul Gian-
    December 15, 2016 at 2:01 pm
  12. Avatar
    Paul Gian-
    January 10, 2017 at 2:00 am

    Both are good choices. This will offer good value for money. If you want better cut quality, this would be the diamond I would buy.

  13. Avatar
    April 13, 2017 at 1:00 am

    Hi Paul,

    Thanks for all this info! So helpful. Just wondering, where would you recommend looking for an 1.5-1.8 carat oval? I was hoping for VS2 or above, since I understand at least there is no chance of seeing anything with the naked eye (especially since will likely buy online). However, it doesn’t look like a lot of sites (e.g. James Allen, White Flash) have cut grades for those (James Allen doesn’t seem to grade ovals at all, White Flash only has a few graded, and not the specs I am looking for, and Blue Nile just has Good or Very Good, so not sure if that is too vague/open ended). Since cut is king, how would you go about finding a good one in that case?

    Thanks, and appreciate the help!

  14. Avatar
    Paul Gian-
    April 13, 2017 at 1:26 am

    With fancy shaped diamonds like ovals, you can ignore the cut grade listed by the vendors because it isn’t accurate and listed as it is due to algorithmic coding. With James Allen and Bluenile, the videos are far more important as they let you examine optics and reveal more details than the grading reports.

  15. Avatar
    May 3, 2017 at 12:37 am

    Paul – Looking to buy my wife a set of diamond earrings – single stone for each. What carat and clarity would be “average?’ I’m told that earrings don’t require the size and quality of stone that rings do. Is that correct and if so what would you recommend?

  16. Avatar
    Paul Gian-
    May 3, 2017 at 5:31 pm

    Well, you are fed some BS about quality and size requirements by the customer service staff. Cut quality matters when buying earrings and so does size because of longer viewing distances. There isn’t any average size as that is up to personal preference.

    I would recommend a selection of earrings with at least 0.5ct, H/I color, SI1/VS2 clarity and the best cut quality possible.

  17. Avatar
    June 13, 2017 at 12:13 pm

    Truly CUT is KING…You can never go wrong with the Whiteflash A CUT ABOVE diamond…This diamond truly lives by its name…It is very well crafted, cut and has a superior light performance…The price is definitely worth it…I got the 1.02ct A CUT ABOVE diamond for my fiancee and she just can’t take her eyes off it…She now loves it more than she loves me…And thanks to Sheerah and her team for an excellent service in ensuring we got the best in quality and timely delivery…You all have helped make my fiancee the happiest woman in the world!
    Thank you Whiteflash…

  18. Avatar
    October 7, 2017 at 1:44 am

    Hi Paul – We thank you very much for helping us with the engagement diamond from White Flash. It’s a magnificent piece! We love it! Once again, we thank you for your knowledge and sharing that with all of us.

  19. Avatar
    October 26, 2017 at 7:48 pm

    I thought I knew a lot about diamonds. I had always asked to see stones that were within my very specific percentages and angels.

    Than I found this blog and everything changed.

    It was very interesting to notice that businesses in downtown LA that have been around for 50+ years didn’t all have idealscopes or cared to have an ASET scope and the rest. Nobody seems to ask for a Sarin report.

    Somehow these businesses give all of these perisan jewish families their super lavish lifestyles but all of them claim to never get asked for the stuff I listed above.

    Suddenly, they all seemed to have found one and after looking at their stones, the ideals were no longer ideals.

    I bought my wife’s diamond studs on whiteflash. For diamond studs I know I spent way too much money but I feel good that I am getting the best. My wife’s engagement ring that i got her 7 years ago still gets complimented every single day. Even with baby poo it shines and has fire.

    So I am really excited for the studs I got her. I picked ideal stones. GVS2 and while it was close to $15k, she deserves it.

    Thanks for this blog. Very interesting.
    And glad you get a commission from the site.

  20. Avatar
    Paul Gian-
    October 27, 2017 at 5:35 am

    That’s the sad state of the industry. Until consumers get educated and do their due diligence before making a jewelry purchase, things will stay status quo. 99% of consumers don’t know about these things and in turn, why would stores want to go out of their way to churn these information for consumers?

  21. Avatar
    December 27, 2018 at 8:33 am

    Hi Paul,
    Thanks for educating me in the nick of time. Almost bought a diamond at a rush (when I was on holiday) and decided against it. Your blog made it so clear that I needed to do some research to get the best bang for my buck. I am keen on a 1.5-2 carat diamond – size is my first criteria – for around 12500 USD. I will need to compromise on colour and clarity but from your blog I have deduced that cut is key. I am thinking I can’t get an ideal cut but hopefully close to it. Is this possible? Also, I am in a Malaysia and you mentioned Singapore. Which jeweler do you know if any whom you would recommend? I am worried to buy online and deliver it as it’s quite expensive. Any advice would be appreciated.

  22. Avatar
    Paul Gian-
    December 27, 2018 at 5:03 pm

    If you want to get the best cut quality and sparkle for your diamond ring, stick with White Flash. I’ve had plenty of Malaysian readers who had success buying theirs from WF and you get fully insured shipping to your doorstep. Local Malaysian and Singaporean companies don’t offer diamonds anywhere near to the type of cut standards White Flash provides.

    These would be 2 fantastic options that fit your budget nicely. Both are top notch and are eyeclean:


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