Given a diamond from Swag or Beaverbrooks (random shops) and one from H Samuel or Ernest Jones, why do I feel the first shops are real, better quality, the real thing compared to the latter? Surely a diamond is either real or fake (cubic zirconia) so have I just become a snob or fallen for nicer shops/bags?
This is not about the ethics of where diamonds come from. I'm just simply trying to square it in my head why I feel a diamond from one shop is better than from another.