How To Buy Diamonds and Other Jewellery on the Web

Keep these few helpful tips top of mind while researching and committing to valuable jewellery online:

Only buy from a reputable retailer. Do the research to make sure a company is legitimate – look for contact information (address, phone, email) so that you can ask questions to your satisfaction.
Make sure the merchandise is guaranteed and returnable. Familiarize yourself with return deadlines.
Check whether certificates are provided for precious Jewellery, especially for diamonds.
Learn to how to measure quality in stones and metals. Familiarize yourself with applicable nomenclature, i.e. the difference between carat and karat.
Get to know the different markings on metal jewellery. jewellery does not have to be karat-marked for example, but a reputable retailer will not sell merchandise without a mark, which is further backed with their own personal hallmark confirming they stand behind the accuracy of the karat marking.

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Ask whether pearls are natural, cultured, or imitation. Research and understand the difference so that you are aware of what to expect for the different price points.
Ask whether a gemstone is natural, laboratory-created, or imitation.
Learn the meaning and importance of the Four C's when buying a diamond: Cut, Clarity, Carat, and Colour.
Take note of different sizes and options offered for the product you are looking at. Appearances can be deceiving ,i.e. a solitaire ring may be available with one of three different-sized diamonds. Which size is the image on your screen representing? Will you get a rude awakening when your stone looks proportionately smaller in the flesh than you had surmised from the picture?
Finally, if you have the opportunity, visit a jewellery store to look at the piece (or similar) in person. An image is no substitute for handling or trying Jewellery on.