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Looking from the top, it appears to be much larger than it really is. This is called a "fish-eye" or sometimes a "swindle cut," so called because you can take a diamond of.80 ct with this type of spread cut and make it appear as a 1.00ct diamond. Some people are fooled into thinking that they are getting a larger diamond for the money.
Cut too shallow to appear larger than it is, light is lost
when speaking of well-cut stones, marquise will look biggest for the weight.
In fact, its surprising how large a marquise can be for its weight. They are cut kind of flat usually, which is the reason.
I believe pear and oval are next most sizeable in appearance.
asscher absolutely looks the smallest for the weight (because of the depth) and cushions (but not always) look small for what they weigh too. Princess will look a little smaller than a comparable weight round.
However, round is the sparkliest. A lot of marquise and ovals don't sparkle much at all--you really have to be careful to get them well-cut.