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Newport Beach, CA--Consumers are more aware when it comes to buying diamonds and are also more interested in the quality of their diamonds, according to exclusive data obtained by Centurion.

According to the data, consumers are most interested in diamonds with VS1 clarity grades (18.5%) followed by VS2 grades (17%).

The data on consumer searches is provided exclusively to the Centurion by GemFind, a digital marketing and website design company. The findings are based on searches at hundreds of independent jewelers’ websites that GemFind manages.

While there is a clear indication that consumers are interested in diamonds with exceptional clarity grades, according to these web searches there is broad base appeal for diamonds with more modest clarity grades as well.

For example, 15.4% of consumers searched for diamonds with an SI2 grade, 13.9% searched SI1 grade and another 13.3% were interested in diamonds with a VVS2 grade. The remaining searches can be viewed on the chart.