First, think about your reasons for wanting to
purchase the diamond online, as opposed to
making a purchase from a local jewelry store.
The most common reason is price. Due to
low overhead costs, online jewelers and
wholesalers are able to offer lower prices.
However, you must be careful - sometimes
a price that is too low is a sure indication of
a scam.

One of the best things about purchasing
online is the unlimited selection. When
shopping offline, you are limited to the
selection in the stores in your general area.
Online, there are no limits. But again, you
must use a great deal of care and
consideration before handing your money
over to someone that you cannot see and
have never met!

Before shopping, learn as much as you can
about diamonds - especially cut, color,
clarity and carat weights. When you are
knowledgeable about diamonds, it will be
harder for a con artist to rip you off. Once
you know more about diamonds, you will be
ready to start shopping.

Take your time. Don't purchase the first
diamond that you see that interests you.
Instead, look for similar diamonds for sale.
Do some comparison shopping to find the
lowest prices. Once you have found the
lowest price, start doing your investigation.
You know about diamonds, you've found a
diamond that you love, and you've found the
lowest price - but you are still quite a ways
away from actually purchasing that diamond!

Ask about the seller's credentials, such as
professional jewelry associations that they
belong to. View and print the seller's return,
refund, and upgrade policies. Also inquire
about additional services, such as settings
and mountings, sizing, and free shipping. Do
a search for customer reviews on this
particular company around the Internet. Also
check with the BBB Online to see if there have
been any complaints.

Ask for a diamond grading report from an
independent laboratory such as GIA, HRD,
EGL or AGS. You should see this before
making a purchase. Finally, use a reputable
escrow service for high dollar diamonds -
preferably one that will have the diamond
appraised while it is in their possession. The
seller sends the diamond to the escrow
service, and you send the money to pay for
the diamond to the escrow service. The
escrow service has the diamond appraised,
sends the diamond to you, and sends the
money to the seller. This is the surest way to
protect yourself...again, make sure that you
use a reputable escrow service!