Price LineA free diamond price guide has premiered online, promising consumers “real market pricing.” Max’s Diamond Price Guide (accessible at diamondpriceinfo.com) began because its founders—veterans of used-car resource Kelley Blue Book—“saw a niche,” says vice president of marketing Michael Muttert.“We were sitting around with a drink or two, and came up with this idea,” Muttert says. “We tried to shoot holes in it, but we couldn’t shoot holes big enough.” The site has recruited advisors from the industry; however, Muttert did not want to reveal names. Max’s prices are derived from research mixed with a “proprietary algorithm.” The resource includes price guides for both online and retail shoppers and does not price diamonds smaller than a half carat, greater than 5 carats, or of K-L-M clarity. “We are not trying to sell diamonds,” Muttert says. “We