Some people turn to the Internet when looking to purchase a diamond because they think they’re getting a better deal. But finding a cheap diamond online doesn’t necessarily mean you’re getting the best value. Here are some of the reasons why you should avoid purchasing diamonds from an online retailer.

1. Not all diamonds are the same. You may have done your research and know exactly what type of diamond you’re looking for, but unless you see that specific diamond in person first, you’ll never know exactly what you’re paying for. Seeing a diamond in person is a lot different than viewing a picture or video online.
2. You won’t be able to compare diamonds. Unless you have enough money to purchase multiple diamonds, you won’t be able to view more than one diamond at a time. Every diamond looks great when viewed by itself. It’s only when you compare two or more diamonds that you can really notice the differences and determine which one you favor more.
3. You won’t have a diamond professional sifting through hundreds of diamonds in order to find the best possible ones to show you. Most well-established local jewelers have a variety of different diamond sources that they look to when searching for a particular type of diamond. They’ll spend the time searching for the right diamond so that you don’t have to.
4. You’ll always have to be on the lookout for online scams. Even though a certain online company may seem like a reputable source for diamonds, they can still mislead you. For instance, some online diamond retailers put vital information (such as whether the diamond is clarity enhanced) in easy-to-miss fine print. Information like this can greatly affect the value of a diamond and because it’s not always easy to find, you may think you’re getting a better deal than you actually are.
5. Diamond dealers don’t purchase diamonds without seeing them first, so why should you? If someone who has a lot of experience buying and selling diamonds needs to see a diamond before purchasing it, shouldn’t you as well?
6. Just because a diamond comes with a grading certificate doesn’t mean that certificate is accurate or the right one. There are a variety of different diamond grading labs that offer higher grades than you would normally see from an well-established, trustworthy lab. Unless you know that the certificate comes from a reputable diamond grading lab and corresponds with the right diamond, the grading certificate is meaningless.
7. You may not get the exact diamond you thought you were getting. Most online retailers don’t own the diamonds they post on their websites. Because of this, diamond availability is not always known at the point of sale. If the diamond you end up purchasing is already sold, the online retailer will sometimes substitute the diamond with a similar one (another bit of information that is sometimes hidden in the fine print).
8. You’ll have to spend time verifying that the diamond you paid for online is the diamond you actually received. Unless you have the knowledge and tools yourself, you’ll most likely need to find a trusted jeweler or gemologist to determine the diamond’s actual weight, color, clarity, and cut.
9. You’ll need to be fully insured in case you experience any shipping problems. Free returns are great, but what happens when you return a diamond and the online retailer never receives it? Shipping mistakes happen and for one reason or another, your package may not get to where it’s supposed to. If this happens, you’re going to want to make sure you’re fully insured so you won’t have to end up paying for a diamond that’s not even in your possession.
10. You won’t experience the same post-sale service you would have received had you purchased the diamond from a local jeweler. Sizing, cleaning, polishing, and tightening are just a few of the services that you’re most likely going to need later on down the road. Because many local retailers tend to stand behind the items they sell, they’ll often offer these services at a reduced cost, if not free for customers who’ve purchased from them – something not typically offered by online retailers.