Why Buying Diamonds Online Is Not The Best Deal.

Online Jewelry retailers want to have the image that they are saving the consumer time and money. The two largest heavily advertise that their process is cheaper and faster.

Faster is possible the only thing they can hang their hat on, but overall education, customer service and price they can not. Let's start by talking about mounting and then we will move on to diamonds.

What these stores want to do is be able to have the illusion they are always giving you a deal, just the mall store model. Mark the product up, so they can discount and still make the same, or more amount of money.

Let's look at an example. Here is a ring from the most advertised engagement site.

This ring has 20 Diamonds F-G in color .22ctw with a fishtail style prong setting.

Here is the same ring on a random one day sale.

So basically, if you do not buy this ring on sale you would be severely overpaying! And to be honest, their discounted price is not that great either.

Here is a ring from Bellman Jewelers same exact design

20 diamonds, F-G in color .49ctw!!! Over twice the diamond weight of this ring, our normal retail is $1,400!

The point here is they are just trying to look like it is a fantastic deal, but in the end, real jewelers like us do not work on these margins, we do not mark up to mark down our goal is to help you find the perfect ring!

Along with price, we offer 5 times the service these online retailers offer.

When you buy a ring from us you get:

1. Free Appraisal
2. Free Initial Sizing (Same Day Service)
3. Free Rhodium Plating or Polishing for Life
4. We Cover the Small Diamonds on the side under our policy.
5. You do not have to ship your ring for service or go to another jeweler and pay extra for sizing and rhodium plating.
6. We take care of your ring in our store with our expert jewelers.
7. We also send you home with our special “Lite Engagement Ring Box”
8. Also, we offer full-service custom department
9. Education on what you are buying
10. Also, we do not work on Commission

When Buying Online

• Yes you do not need to leave the house
• Everything you need to be repaired has to be shipped or taken to a local store
• You will also have to pay for the service, that we would otherwise cover
• Also since in the end, the ring was more expensive you will definitely overpay after covering sizings and rhodium plates or polishing.

Diamonds

GIA vs EGL - GIA vs IGI

Now that we have covered mountings let's talk about diamonds.

It seems like the online retail may have better pricing on diamonds but this is just not reality. When you search something generic like a GIA round brilliant cut EXEXEX G -S1 (the average stone purchased) There will be a 60% difference between the cheapest stone and the most expensive. But why? They are all the same quality, Because there is a lot more to a diamond the simple information, Fluorescence, Cavities, Knots, and much more these things are bad for the stone and cause the price to go way down.

Now beyond that, we have grading companies these websites would prefer you buy or diamonds that were certified by IGI or EGL USA instead of GIA. That is because there is a lot more margin in the stones, these companies and companies like them, are way to relaxed on how they grade their diamonds.

For example they will show a GIA G - SI1 for $2,000, then show you a EGL G- SI1 for $1,750. The problem we have found over our years of experience is the EGL is 2-3 color grades off, and 1-2 clarity grades off what GIA would have given it. So that EGL G - SI1 would come back as an I-J GIA. This is so important because had you just bought the GIA I color it would be $1,200. This is an example of the cost savings, and that is why we did not use sizes. GIA is overly strict, which gives you the ability to go lower in color and still get a very white stone. You can also save a decent amount of money.

When buying a diamond anywhere, internet or in a store, here are the major factors you need to pay attention to:

Round Diamonds

• Cut, Polish and Symmetry should be Excellent or Very Good. Anything below this and there is an issue with the stone
• Does the stone have Fluorescence? This is something you only need for H color and below
• Clarity is VS2-SI2 anything higher you are overpaying for what you can't see, and anything lower you will see the inclusions with the naked eye.  
• GIA GRADED!

Fancy Cuts - Anything Not Round

• Fancy shapes DO not get a cut grade, only Polish and Symmetry. You need to know the correct Length to Width Ratio for each stone to get the most brilliance. Our employees would inform you of that, or you can learn it online.
• Polish and Symmetry should be Excellent or Very Good. Anything below this and there is an issue with the stone

• Does the stone have Fluorescence? This is something you only need for H color and below
• Clarity is VS2-SI2 anything higher you are overpaying for what you can't see, and anything lower you will see the inclusions with the naked eye.  

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