Back to Blog

This holiday season say "I love you" the sparkly way! Say it the Keegan & Company way!


Keegan & Company, located in the new Sovereign building has the largest inventory of loose diamonds in Atlanta. They have been doing business in the heart of Buckhead for over 15 years.Consumer Investigator Dale Cardwell, president of, trusts Keegan & Company to assist you in attaining that very special diamond at the best possible price. Click HERE to receive your exclusive Keegan & Co./TD Deal of $100.00 OFF your diamond purchase! Plus, you get the TRUSTDale Make It Right Guarantee!

TRUSTDale Tip of the Day: *Light's Effect on a Diamond

There are many factors that determine a diamond's brilliance, the most important of which is its ability to reflect light. As a diamond is moved through a light source, tiny flashes will be visible within the stone. Commonly known as sparkle, this is also referred to as scintillation, an effect of the stone's reflection and refraction of light.

1. Reflection

When light enters the surface of a diamond, a portion of it is reflected back out of the top.

2. Refraction

The remaining rays of light travel into the center of the diamond and bounce off its internal walls, an effect known as refraction.

3. Dispersion

As light exits the diamond, dispersion causes the white light to be separated into multiple colors. Some light will escape out the bottom and sides, and some will reflect out of the top of the stone. The light that is reflected is referred to as the 'fire' of the diamond.