A process for improving the grade and optical quality of zircon, comprising: baking a mixture of a zircon feed and concentrated sulphuric acid at a baking temperature in the range of from 200 up to 400 C., and for a time to form water leachable sulphates with impurities therein including at least iron and titanium; leaching the baked mixture to dissolve the leachable sulphates; and separating the zircon from the leachate containing the leached sulphates, which separated zircon is thereby of improved grade and optical quality.