Lower priced than what? Ie, what are you comparing?

This is really a question for David, however, I will take a stab at it. David can correct me later...

There are SO many factors to consider when pricing a diamond. You are correct that rounds, generally, are not the best for retaining color. Hence, when you have a fancy round diamond it will be comparatively pricey to, lets say, a radiant (which does seem to hold color well).

Also, rounds are heavily marketed and most popular of all shapes these days, and they are easy to fashion is standard sizes for jewelry, so just being a round of ANY color adds $$$. A radiant or oval shape is less popular than a round, are more difficult to calibrate, so, no matter what the color, GENERALLY, one of these would be less $$$ per carat – of course there are exceptions to ALL of this. Remember also, characteristics of the rough often determine a polished stone's ultimate shape.

Certainly there is no reason NOT to choose an oval shaped fancy. I've had the honor to see many fancies in a rainbow of colors... beautiful fancies come in all shapes.

So, judge the diamond like any other... is it beautiful to your eye? Is the color even and saturated throughout? Or,is the stone heavily included or blemished? Is the make poor? Is the crystal dull? Are there "dead" spots when you look at the face of the diamond?

I love oval- and cushion-shaped fancies. If I found one that excited me (and I had the cash, lol) I wouldn't hesitate to purchase it!