Shopping comes down to science at dimend SCAASIIsaac Gottesman wants his customers to look at diamonds in a whole new light—preferably one that isn’t illuminating a jewelry case. Through dimend SCAASI, the bridal jewelry retail store he founded in downtown Chicago in 1997, Gottesman gives soon-to-be brides and grooms an unusually in-depth look at the cut quality of the diamonds he sells. Using the Angular Spectrum Evaluation Tool (ASET)—a scope created by the American Gem Society that assesses a diamond’s interaction with light—the retailer gives his clients a lesson in sparkle-ology 101. “People see a diamond sparkling under a really bright LED light and it has a certificate with a grade of ‘excellent’ and they think it’s a good diamond,” says Gottesman. “But the cut grade of ‘excellent’ is a very wide range and a lot of those ‘excellent’ diamonds are actua