They do it intentionally, IMO, knowing full well that if they were to explain the diamond grading system and give the exact details of the item's grading they would have to drop the prices a more realistic level. I believe their diamonds are mostly I1, I2 or even I3 and colour grade F through to H. I believe this as they are usually quick to mention when they are showing S1 diamonds...although I've never heard them mention the colour grade on any of their diamonds. When I first bought jewellery off the television they used to talk about 'graded' diamonds like I1 to 3 was a good thing! Now I know better I have never bought diamonds without knowing their grade and won't settle for anything less than S1. Gems TV are not being fair to their customers by keeping that information from them during presentations, IMO. :12: