What is a Reputable Jeweler?

Shopping for a diamond or expensive jewelry2) Does the jeweler sell diamonds graded by the
item has always been a daunting task. However,GIA or AGS, which are the industry leading
shoppers now have a wealth of shopping adviceindependent grading laboratories? A reputable
available online. While not all online shopping guidesjeweler should be stressing the importance of a
are accurate or necessarily agree, one commontop level grading report, often called a certification.
recommendation is to find a reputable jewelryWhile very small diamonds typically do not have
retailer.certifications, any significant diamonds you
So how does the typical diamond or jewelryconsider should have a grading report from one
shopper determine which retailer is reputable andof the top laboratories. While reputable jewelers
trustworthy?do sell diamonds without certifications, their first
You cannot assume that longevity means arecommendations should be diamonds that have
jeweler is reputable. Just because the same familygrading reports. Not all grading reports are equal in
has owned their jewelry store for over fiftyaccuracy and consistency so insist on the industry
years does not equate to trustworthy. Badleading certifications for your diamond.
advice, inflated prices, low quality diamonds and3) Appraisals should not be something used as a
switching diamonds have made many jewelersselling tactic. Appraised value is usually for
wealthy for many years so years in business isestablishing estimated retail replacement values
not a reliable measure.for insurance purposes and often bares little
A big expensive store or recognized businessrelevance to the low retail price you deserve. An
name does not mean the person you are dealingappraisal is not the same as a certification, which
with is giving you advice that is best for you.has no dollar value and is prepared by an
Likewise, a GIA Graduate Gemologist or an AGSindependent laboratory.
Certified Gemologist diploma on the wall means4) Beware of the "lifetime guarantee" sales
the person knows about diamonds andscheme. Most of the services promised are
gemstones, but does not guarantee they arealready available to you or are of little value to
giving you the best advice, the best diamonds orbegin with. Insurance is a smart investment for
the best value.expensive jewelry because it protects your
There is no single sure way to identify ainvestment from loss, theft and damage. The
trustworthy and reputable jewelry retailer butstore guarantees are typically tactics to get you
there are some excellent indicators.back in the store on a regular basis and tend to
1) Does the retailer truly listen to you and workdraw attention away from the quality of the
to find what you want, which might be differentdiamond or the price you are paying.
from what they have in their display case? ABuying a diamond is an expensive purchase that
reputable jeweler is more of a consultant than awarrants doing your homework and research so
sales person. Diamonds and jewelry are not anyou can make the best decisions possible. If you
exact science but you should be able to verifyenter the diamond buying process with some
the advice you receive with other expert opinionsdiamond knowledge and a strategy for
you find online. Be wary of "tag readers" whodetermining a reputable, low price retailer, your
know little more about the product they sell thanreward will be years of enjoyment and
what they read on the tag attached to thesatisfaction.
jewelry item.