| Shopping for a diamond or expensive jewelry | | | | 2) 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 advice | | | | independent grading laboratories? A reputable |
| available online. While not all online shopping guides | | | | jeweler should be stressing the importance of a |
| are accurate or necessarily agree, one common | | | | top level grading report, often called a certification. |
| recommendation is to find a reputable jewelry | | | | While very small diamonds typically do not have |
| retailer. | | | | certifications, any significant diamonds you |
| So how does the typical diamond or jewelry | | | | consider should have a grading report from one |
| shopper determine which retailer is reputable and | | | | of the top laboratories. While reputable jewelers |
| trustworthy? | | | | do sell diamonds without certifications, their first |
| You cannot assume that longevity means a | | | | recommendations should be diamonds that have |
| jeweler is reputable. Just because the same family | | | | grading reports. Not all grading reports are equal in |
| has owned their jewelry store for over fifty | | | | accuracy and consistency so insist on the industry |
| years does not equate to trustworthy. Bad | | | | leading certifications for your diamond. |
| advice, inflated prices, low quality diamonds and | | | | 3) Appraisals should not be something used as a |
| switching diamonds have made many jewelers | | | | selling tactic. Appraised value is usually for |
| wealthy for many years so years in business is | | | | establishing estimated retail replacement values |
| not a reliable measure. | | | | for insurance purposes and often bares little |
| A big expensive store or recognized business | | | | relevance to the low retail price you deserve. An |
| name does not mean the person you are dealing | | | | appraisal 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 AGS | | | | independent laboratory. |
| Certified Gemologist diploma on the wall means | | | | 4) Beware of the "lifetime guarantee" sales |
| the person knows about diamonds and | | | | scheme. Most of the services promised are |
| gemstones, but does not guarantee they are | | | | already available to you or are of little value to |
| giving you the best advice, the best diamonds or | | | | begin with. Insurance is a smart investment for |
| the best value. | | | | expensive jewelry because it protects your |
| There is no single sure way to identify a | | | | investment from loss, theft and damage. The |
| trustworthy and reputable jewelry retailer but | | | | store 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 work | | | | draw attention away from the quality of the |
| to find what you want, which might be different | | | | diamond or the price you are paying. |
| from what they have in their display case? A | | | | Buying a diamond is an expensive purchase that |
| reputable jeweler is more of a consultant than a | | | | warrants doing your homework and research so |
| sales person. Diamonds and jewelry are not an | | | | you can make the best decisions possible. If you |
| exact science but you should be able to verify | | | | enter the diamond buying process with some |
| the advice you receive with other expert opinions | | | | diamond knowledge and a strategy for |
| you find online. Be wary of "tag readers" who | | | | determining a reputable, low price retailer, your |
| know little more about the product they sell than | | | | reward will be years of enjoyment and |
| what they read on the tag attached to the | | | | satisfaction. |
| jewelry item. | | | | |