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When seeking that special diamond, keep one thing in mind - it is not all black and WHITE. Diamonds occur in every color of the rainbow and then some. This is a natural phenomenon caused by trace elements present when the diamond crystal was formed. Some of the most prized and rare colors are true red, purple, and green. Colors can range from the faintest of hues of baby pink to bold black - and intensity of color does effect the price of the jewel. Ask your jeweler about fancy color diamonds, if they do not have any naturally colored diamonds, they may have some that have been treated for color (the treated diamonds are far more affordable than their naturally colored counterparts). You will be amazed at the intriguing show of color that can be found in nature's hardest substance, diamond.