Like most men, I struggle when it comes to buying jewelry. I feel uneasy because I don't know how much it's supposed to cost. I know that diamonds are expensive and that certain precious stones and metals cost more than others, but I probably couldn't even tell the difference between man-made stones and the real thing. I get suspicious when I see department and chain stores advertise deeply discounted jewelry. I just don't know what to believe. As a savvy consumer, I don't want to pay huge markups or simply assume that if it costs more it must be better. That's why I found the answer in buying jewelry online.

But isn't that risky? I don't think so. I buy many other things online and I do it because I generally have a greater selection and get a better deal. Online stores have much lower overhead. There are no middlemen and no expensive storefronts. This results in lower prices. Transactions are safe, there are money-back guarantees, and service is as good or better.

There are other advantages. For example, I dread going to conventional jewelry stores because of the subtle and not-so-subtle sales pressure they inevitably put on you. They always bring out the really expensive stuff as if I were a cheapskate unless I spent so and so much for a set of diamond earrings. The implication is always, "If you really loved her, you'd spend more." I hate to be put into that position, and it is one of the reasons why I prefer shopping for jewelry online.

Now obviously there are some drawbacks as well. It can be difficult to get a true idea of the size and appeal of a piece of jewelry without actually seeing it in person and touching it. Then again, unless you risk getting talked into buying something you really don't want or need, most jewelry we see in stores we don't get to touch either. So the very high quality photography on online jewelry site often shows more detail than what you see in a store.

A very important advantage of shopping for jewelry on the web is that you get to compare. Jewelry in stores usually has a tiny price tag attached to it and no other information at all. Online, each item is usually described in detail. That way you know the material, the stones, the size, fit, finish and anything else you need to know. If you're shopping for bracelets, for example, you can search by type, material, price range or other criteria. Likewise, if you're interested in birthstone collections, Celtic jewelry or a Mother's Day gift, you can simply bring up the category and then compare to your heart's content. If you have a certain price ceiling in mind, you can call up whatever suits your budget. There is never any pressure.

The selection available at the better online jewelry stores is amazingly large. Couples shopping for wedding bands may find many hundreds of beautiful designs in many categories, again all described in great detail and shown in close-up photography. Diamond jewelry, likewise, is available in an almost endless variety, with diamonds described in cut, carat weight, clarity, color and, if applicable, certificate type.

For me, the bottom line is clear. Buying jewelry online means no sales pressure, more selection, more and better information (some have learning lounges and other educational resources), easier comparison shopping, and generally better prices. What's not to like? So next time you're in the market for a fine piece of jewelry, try shopping online. Reputable online jewelry stores will have the latest trends and styles. Most have excellent customer support, and the best ones offer price guarantees. You simply can't lose.