Our CZ does not fade over time. Only low quality cubic zirconia, which we do not sell, fades over time. This is
because it has lots of microscopic airbubbles that implode in the sunlight and turn the stone a milky colour. I have had some of our CZ's in my window for over 5 years now and they still, once cleaned, cannot be told apart from
freshly made stones.

Good quality CZ is very hard, it is 8.5 mohs and cannot be scratched by normal household objects, there are very
few things in the world that can scratch a CZ. Because of this a CZ retains its shape and cut for years.

It would be possible for us to use lower quality cubic zirconia and sell our stones for much cheaper, using low
quality material but cutting the stones the same way. But after time the stones would fade and the stones might not be used straight away, so might fade before they even go into a peice of jewellery. The prices on our website are
cheap, but CZ can be bought even cheaper at lower quality, it can be bought more expensive too and at lower
quality. It is important, if buying a big stone to make sure the quality is good and that the stone will not fade over
time. A poor quality stone can look nice at first, but will not last.

It is not just about fading over time though, poor quality stones are often cut poorly too and don't look anything like a diamond. These poor quality stones give cubic zirconia a bad reputation, a real diamond would never be cut like
that.