Learn how to compare diamonds, evaluate sellers, verify grading information and choose a diamond that fits your preferences and budget.
Buying online can provide access to a large selection and useful comparison tools. However, selection and price should always be considered together with the seller’s reputation, grading documentation, return policy, shipping procedures and customer service.
Online sellers may display diamonds from their own inventory as well as virtual inventories supplied by wholesalers. This can make it easier to compare diamonds across a wide range of carat weights, shapes, colors, clarity grades and cut qualities.
Because virtual diamonds may be listed by more than one seller, confirm that a stone is still available before making a final decision.
Online shopping makes it easier to compare diamonds with similar grading characteristics. Online prices may sometimes be lower because of differences in inventory, staffing and operating costs.
Compare the complete price, including the diamond, setting, shipping, insurance, sales or use tax, sizing and any additional service charges.
Detailed photographs, videos and grading information can help you compare diamonds from home. Some sellers also permit inspection during a defined return period.
Confirm that shipping is insured, securely packaged and signature-required. Inspect the diamond promptly so that you do not miss the seller’s return deadline.
Diamonds can be purchased from local jewelers, national retailers, independent dealers and online sellers. The best choice is a seller that provides clear documentation, accurate product descriptions, secure payment and shipping, responsive customer service and a reasonable written return policy.
Before purchasing, investigate how long the seller has been in business and review customer feedback from multiple independent sources. Confirm the seller’s physical address, telephone number and procedures for returns, repairs, resizing and warranty service.
Membership in a trade organization or a favorable business rating can be helpful, but neither replaces your own review of the diamond, grading report, sales contract and return policy.
For a significant diamond purchase, request an independent grading report from a respected gemological laboratory. A grading report commonly describes the diamond’s carat weight, color, clarity, proportions, polish, symmetry, fluorescence and other identifying characteristics.
Verify the report number through the issuing laboratory’s official report-check service. When the diamond has a laser-inscribed report number, ask the seller or an independent gemologist to confirm that the inscription corresponds with the report.
A grading report is not the same as a monetary appraisal. A separate appraisal may be needed to establish an appropriate insurance value for the completed piece of jewelry.
Obtain the return and refund policy in writing before paying. Check the length of the inspection period, whether it begins on shipment or delivery and whether any restocking, shipping or insurance charges apply.
Also determine whether setting, engraving, sizing or other customization makes the purchase final or nonreturnable.
A credit card can provide useful billing-dispute protections. Nevertheless, those protections do not replace the seller’s written return policy and do not guarantee that every disagreement will be resolved in the buyer’s favor.
Be cautious when an unfamiliar seller insists on wire transfers, cryptocurrency, cash or another payment method that is difficult to reverse.
For an expensive purchase, consider having the diamond examined by a qualified independent gemologist or appraiser who does not sell the diamond and has no financial interest in the transaction.
The inspection can help confirm that the diamond corresponds with its grading report and can identify damage, treatments, setting concerns or other issues that may not be apparent in online images.
Begin by establishing a comfortable budget. Then compare the Four Cs of diamond quality and decide which characteristics matter most to you. Changes in one characteristic can affect the appearance and price of the diamond.
Cut quality influences how effectively a faceted diamond returns light. In a round brilliant, excellent proportions, symmetry and polish can produce greater brightness, fire and scintillation.
Diamond color describes the presence or absence of body color in diamonds graded within the normal D-to-Z range. The setting metal and diamond shape can affect how color is perceived.
Diamond clarity evaluates internal inclusions and external blemishes. Consider whether characteristics are visible without magnification and whether they affect durability.
Carat weight measures weight rather than visible size. Two diamonds of the same carat weight can appear different in size because of their shape, proportions and depth.
Diamond shape refers to the visible outline, such as round, oval, pear, cushion, emerald, princess or marquise. Shape is a matter of appearance and is distinct from cut quality.
Consider how and where the jewelry will be worn. Some settings offer greater protection for corners and edges, while others allow more light to enter the diamond or create a more prominent appearance.
Determine whether you are considering a natural diamond or a laboratory-grown diamond . Both should be clearly represented and accompanied by documentation that accurately identifies their origin and any detectable treatments.
Not necessarily. A larger carat weight does not automatically mean a diamond is more beautiful or a better value. A deeply cut diamond may hide weight below the girdle and appear smaller from the top than a well-proportioned diamond of similar weight.
Compare the diamond’s millimeter measurements, proportions, cut quality and visual appearance—not simply its carat weight.
There is no gemological or financial rule requiring two or three months of salary. Establish a budget that fits your finances without creating unwanted debt or interfering with more important financial obligations.
Prices vary according to the diamond’s characteristics, grading report, rarity, seller, market conditions and included services. Compare several genuinely similar diamonds before making a decision.