It is very important that you think about why you want to purchase through the internet as compared to going to a jewelry store yourself. The most common reason would definitely be the price. Online wholesalers and jewelers can afford to sell diamonds at a much lower price as compared to your brick and mortar jewelry stores because of the lower overhead expenses. But one must be very careful. If you are suspicious and if the price is too low and too good to be true, then it is likely a scam.

The great thing about making your purchase online is the wide array of selections and choices to choose from. When you shop at your local shops and stores, you are basically limited to what the stores in your area have to offer. When it comes to the information highway, there is no limit to the available sources you could scour. You have to be extra careful though, for here you are transacting with people that you don't see and you haven't even met in person.

Before you go on your shopping, it would be wise to do your homework in advance and learn as much as you can about diamonds most especially its 4C's namely cut, clarity, color and carat. When armed with the necessary knowledge, it would be hard to have you fooled by a scammer.

Don't rush and take your time when doing your comparison shopping. Avoid being an impulsive buyer, jumping on to purchase the first diamond you see that you may like. Look for similar diamonds and compare prices. If you have already found the diamond that you like at the lowest possible price, it is time to make an investigation. Check the seller's credentials such as the jewelry associations that the seller is affiliated with or has received accreditation from. Print and read the seller's policies when it comes to returns, exchanges and upgrades. Check out other services that the seller may offer like setting, sizing, mounting, free shipping and others. Check for customer reviews as well as any complaints filed with the Better Business Bureau online.

Before you finally make your purchase decision, you should ask for an independent diamond grading report from the GIA, EGL, HRD or AGS.