If you are researching engagement rings, you’ve likely spent hours on Rare Carat. They are the "Expedia of Diamonds"—massive, famous, and backed by millions in venture capital expecting a return on their investment.
But in the diamond industry, fame is expensive. Super Bowl commercials, massive ad campaigns, and corporate overhead don't pay for themselves. You pay for them.
At Tenten Diamonds, we operate on a different philosophy: You pay for the stone, not the brand.
We view diamonds as tangible assets. Our business model is designed to secure that asset at its raw cost, stripping away the "Marketing Tax" that big retailers charge. What is the actual difference between us and the giants? Let’s look at the hard data.
1. The Industry Secret: We Share the Same Inventory
Most consumers don't realize that 90% of the world's diamonds—whether sold by Rare Carat, James Allen, Brilliant Earth or Tenten Diamonds—come from the exact same global cutting houses. We are often plugging into the exact same database.
The Reality
A 3 Carat Oval IGI Diamond isn't "better" because it's sold by a famous website. The certificate is the same. The stone is the same. The only thing that changes is the price tag.
When a diamond cutter lists a stone for $500:
- The Big Aggregators add their marketing overhead, referral fees, and corporate profit. That stone becomes $3,400.
- Tenten Diamonds operates on a lean, wholesale model. We list that same stone for $540.
2. Quality Control: Algorithms vs. Verification
Rare Carat is effectively a search engine. It uses an algorithm to scrape data from thousands of suppliers. When you buy from them, the diamond often ships directly from a vendor you've never heard of. It is a volume game.
We don't play volume games. We play quality games.
Every diamond sold by Tenten Diamonds undergoes a physical inspection before it ships. Additionally, with our proprietary system, we filter out the "Retail Standard" stones that look good on paper but fall short of industry standards. Once we receive your stone, we complete:
- Visual Verification: Does the stone match the GIA/IGI Report perfectly?
- The Eye-Clean Test: Does that VS2 inclusion show up to the naked eye? (Algorithms can't tell you this).
- The Luster Check: Is the diamond milky, brown, or dull? If it is, we reject it immediately.
If you want absolute certainty, we offer what the big aggregators can't: Proof. Upon request, we provide a high-definition video of your specific stone and its laser inscription before shipment, ensuring total transparency.
3. The Settings: Built to Last
A wholesale diamond needs a home. Many budget sites skimp on the setting to make up for lost margin, using hollowed-out bands or weak prongs. We don't.
Our Engagement Ring Settings are solid, hand-finished pieces available in 14k Gold, 18k Gold, or Platinum. Whether you choose a hidden halo or a classic solitaire, we ensure the metal weight is substantial enough to hold your investment securely for a lifetime.
We also offer a curated selection of Rare Gemstones (Sapphires, Rubies, Emeralds) for those seeking a unique alternative to the traditional diamond look.
The Final Verdict: Compare the Features
| Feature | Rare Carat (Brand Name Tax) | Tenten Diamonds (Wholesale Direct) |
|---|---|---|
| Inventory Source | Global Suppliers | Global Suppliers (Same Source) |
| Price Model | Retail Markup + Ad Spend | Wholesale Cost |
| Quality Check | Algorithmic / Drop-ship | Hand-Verified / Physical QC |
| Transparency | Stock Images | Video Proof Available |
The Bottom Line
If you want the comfort of a big brand name and don't mind paying an extra 400-500% for it, Rare Carat is a legitimate option.
But if you are looking for the smartest financial allocation—getting the highest carat and cut grade for your budget—you should buy wholesale.
Don't pay for the marketing. Pay for the diamond.