Where To Buy
Buy online from a diamond wholesaler or broker; it's a better way to buy!

Diamonds Are Everywhere!
Jewelry stores, department stores, discount stores, catalogs, QVC and other television marketers, Internet retailers and private sellers. It seems that diamonds are for sale everywhere…in every retail channel.

And everyone claims to have the best of everything:

• The lowest prices
• The highest value
• The greatest selection
• The finest service

Of course, no retailer really has it all.

What's the Best Place To Buy?
Unfortunately, there is no 'right' answer. It depends on what's most important to you:

• If you want low prices: stay away from jewelry and department stores
• If value is most important: find sellers that buy for less and have low operating costs
• If face-to-face service is key: catalogs and the Internet are not for you

Retailers are always trying to reduce costs while increasing their level of service. That's the magic formula to attract more customers. Most retailers, however, cannot do both:

• Specialty jewelry and department stores usually offer high quality merchandise and great service. Their expenses are high and so are their prices.
• Discount stores typically offer limited service and low-to-medium quality merchandise. Their expenses are lower than jewelry and department stores as are their prices.
  

Selling On The Internet
The Internet provides sellers with a different kind of storefront; an opportunity to combine the best aspects of traditional retailing:

• Product information is easy to provide; a valuable service
• Shopping is very convenient; the customer can log-on at any time
• Product selection can be extensive; the Internet retailer is not limited by physical space
• Comparison shopping is easy; the consumer has quick access to competitive offerings
• Great values are available; the seller's operating costs are low

Internet sellers can do everything except let the customer handle the merchandise in person before buying. However, quick/inexpensive delivery, strong guarantees, and customer-friendly return policies can overcome this small disadvantage.

Diamonds On The Web
Diamonds are perfectly suited for selling on the Internet. Traditional retailers cannot compete effectively with the selection, overall service and prices offered on-line.

As a consumer, you simply have to be careful to find the right seller. Here are a few hints:

• Learn where the seller acquires diamonds.
  • Are they diamond brokers, wholesalers or retailers? Legitimate brokers and wholesalers will have better prices because they buy for less and have lower operating expenses.
• Insist on diamonds with a certificate from a reputable, independent gemological laboratory.
  • That provides assurance that you are getting what you pay for.
• Only buy if the seller offers a strong guarantee/return policy.
  • You should be able to return the diamond for any reason for a full refund of the purchase price.
• Buy from sellers who offer diamonds and settings separately.
  • Understand how much you are paying for each.
• Make sure that the seller actually owns the inventory.
  • Too many Internet retailers list diamonds from an industry database. If they haven't seen the diamond themselves, you shouldn't buy it.
• Avoid scams.
  • If a deal looks too good to be true, it probably is. Legitimate diamond sellers can't consistently offer 'below wholesale' prices and stay in business. So they don't.