Why purchase your diamond online?

You’ll almost always save money buying online, as the markup is considerably lower. Diamonds, for instance, carry a profit margin of 30 to 40 percent in retail stores vs. 10 to 15 percent sold via Internet jewelers. Since diamonds are now graded according to the same widely recognized standard (scores are assigned for color, clarity, carat weight, and cut), it’s easier to comparison shop than ever. Consumers should not be shy about haggling for a lower price or pitting one jeweler against another to see if they’re willing to meet or beat a competitor’s price for the stone with the particular specifications you’re interested in.

Pay for your purchase with a major credit card to take advantage of the card issuer’s dispute-resolution policy if something goes wrong. And be sure you can return the item for a refund, and have a reasonable amount of time to do so. A week is the bare minimum.

If your purchase involves considerable expense, you’ll also want a grading or identification report from a major lab such as the Gemological Institute of America. The report, which describes the gem in detail, also reveals whether its been “treated.” Most valuable stones come with a report. If not, you can hire the GIA or other reputable lab to issue one.

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