"You want it to be white. You want no colour," Dean said. "But, we do sell J and K on [James Allen]. There are actually certain cultures, or markets, that love I, J, K. That's what they want to buy. They want the stone to be yellow, and they're setting it in yellow gold, and it's beautiful." For most brides, however, a near-colourless diamond is perhaps the popular choice.
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