Starting To Shop
Check out our Diamond Buyers Guide and learn how to buy smart and save!

There are so many great reasons to buy diamonds: to celebrate; to reward; to romance. A diamond is a gift for all seasons: sentimental, emotional, personal. Rarely bought strictly for investment purposes, however, you still want to pay a fair price.

So you start to shop, and everywhere you turn there are deals, deals, and more deals:

• You find diamonds for sale in jewelry stores, department stores, and discount stores, in catalogs and on the Internet.
• You find advertisements claiming 'wholesale', 'below wholesale', 'New York wholesale', and/or 'below cost' prices.
• You find huge price differences between diamonds that seem to be very similar.

It's very confusing because your shopping instincts tell you that:

• Retailers are not routinely selling diamonds at wholesale prices, or at a loss.
• Wholesalers are not selling to the public for less than they pay.
• You'd better be careful; there are plenty of scams out there.

So, what should be an exciting and pleasant experience can easily become difficult and stressful. But it doesn't have to be that way.

Just remember these five simple facts:

1. Diamonds are commodities; prices are consistent and predictable.
   
2. Diamond professionals almost never sell to consumers for less than wholesale.
   
3. Diamond wholesalers and brokers on the Internet can sell for less than their retail counterparts.
   
4. Jewelry stores, department stores and catalogs have to charge more to make a profit.
   
5. Buying your diamond(s) and the setting separately can save you money.
   

Just keep these facts in mind, and learn what's most important about diamond characteristics by checking out the rest of our Buyer's Guide. You'll have no problem finding the 'right' diamond at the 'right' price on the Internet. It's a better way to buy!

And be sure your diamond has been Gemprinted to protect your investment and save money! Here's how it works