Preference for a color’s undertone is definitely a matter of personal taste. Notable preferences for certain undertones within each color category do appear in purchase figures, suggesting that we share a predisposition for some undertones over others.
The relationship between preferred undertones to the high commercial premiums they receive could be a result of many factors. One’s primary childhood associations, for example, wherein colors evoke early experiences, can be a powerful stimulus and may help to explain the high demand of these stones. Unfortunately, a very small portion of fancy color diamonds seems to possess this power. It is this subcategory of gems with exceptional color undertones
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