Diamonds are specific arrangement of carbon atoms that just happen to reflect light really, really well. Other things might be made of carbon, but they dont have the same structure.
Natural, uncut diamonds are a lot less shiny than you might think. Diamonds are cut and polished *very* specifically in order to reflect as much light as possible. Imperfections like cloudiness or inclusions (other minerals trapped inside) or fractures will all make the diamond a little less shiny and sparkly.
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