96% of consumers in the United States have purchased something online. In fact, e-commerce represents a significant portion of all retail sales, and it has only grown due to COVID-19. This trend has carried over to the diamond and jewelry market.

But what does that entail? Should you really purchase a diamond online?

The Dangers of Purchasing a Diamond Online Sight Unseen

When you buy a diamond online, you won’t actually know what it looks like. Meaning you won’t get answers to these questions:

  • Does the diamond have inclusions (flaws)?
  • How clear is the diamond?
  • What color is it?
  • How does it look in different lighting?
  • How does it sparkle?
  • How does it look in different ring settings?

Pictures may be worth a thousand words, but your diamond is worth much more. The fact is you can’t see a diamond’s critical features from a photo. The website you buy your ring from may paint a pretty picture. However, as everyone who has been on the internet for five minutes already knows, things aren’t always what they seem online.

This especially goes for price. Have you found what you think is a great deal on a diamond online? Unfortunately, when it comes to stones – you get what you pay for. Two diamonds of the exact same size can range in price drastically due to imperfections, impurities or a bad cut. That online diamond may have a good price tag, but it will not be the best value for a gem.

It’s too big of an investment to buy like you would a pair of sunglasses. Don’t take a chance on the diamond you’re going to wear forever.


You need the Expertise of an Experienced Jeweler by Your Side

An experienced, local private jeweler does more than just sell rings. They are there to be a resource when you are trying to figure out what ring is the right one for you. They can find a high quality diamond, help you discover the best metal and guide you as you try to figure out the style you want. They can also help you navigate things like getting the ring insured, how to keep the ring in top shape and much more! This level of attention to detail will help you be confident in the most important purchase of your life.

You Can’t Beat Your Relationship with Your Jeweler

They are there to support you through a very exciting transition in your life. Having another person rooting for you and making sure everything goes off without a hitch is very valuable. Your jeweler is in your corner and has your best interests at heart. After all, their reputation rides on your satisfaction.

You Will Still Have to Find a Jeweler to Repair it in the Future

Even if you take phenomenal care of your ring, it will likely need repairs or a good cleaning in the future. When this happens, you will want to take your ring to an experienced jeweler. If you purchased your ring from a jeweler, they will be even more qualified to help you repair your ring because they will be familiar with the piece.


If you’re thinking about buying a diamond online, do it through a jeweler you can actually talk to, or call to schedule a virtual appointment to see the diamond over a Zoom or Facetime call. Their experience will help you make the right decision.


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