1. Avoid Shopping Online
“If you don’t know jewelry and cannot assess the diamond for yourself, know your jeweler. Going to someone nameless and faceless to purchase a diamond, especially online, only opens the door to you being taken advantage of. Online stores often call diamond dealers like me and ask if they can buy our stones cheap and then sell them at inflated prices.” —Dan Moran, Concierge Diamonds
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2. Get a Third-Party to Verify Your Purchase
“If purchasing a finished ring, request to have the jewelry appraised and the certificate sent to you along with the jewelry. Having a third party verify the authenticity of the jewelry will give you peace of mind and also enable you get the jewelry insured.” —Slisha Kankariya, Four Mine
3. Make Sure You Get a Certificate
“Make sure the jeweler has a reputable certificate that discloses all the qualities of the stone. For diamonds, we recommend always looking at the GIA (Gemological Institute of America) certificate. If they have one from somewhere else, ask them to send it to GIA to verify. Some labs have lower standards and grade more loosely, which means you could end up paying more for less. It’ll take a few weeks at GIA, but it’ll be worth knowing for sure.” —Emily Duke, Diamond Envy
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4. Don’t Get Talked into a “Perfect” Diamond
“You go into the car dealership looking for a modest sedan and come out with a fast-and-sporty, full-loaded coupe with all the bells and whistles—many that you won’t ever use. The same can happen with a diamond, too. While many would adore having a colorless, flawless diamond, the price difference between it and a pretty-much-completely-perfect diamond can be astronomical. Further, it can be very difficult for even the trained eye to tell the difference. Take advantage of the nuanced spectrum of colors, clarities, and grading criteria to pick a stone that is ideal for you and your budget.” —Tisha Vaidya, Pratiksha Jewelry