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Where to Buy Diamonds Online

Let’s face it. Buying a Diamond is a huge commitment.

Not to mention the other commitment it signifies! :)

It’s a lot of money for a rock that many men just don’t understand.

Why are they so much?

There’s so much to learn about Diamonds. Where do you even begin?

How do you keep from getting ripped off?

Is it Safe to buy your Diamonds Online?

You Start by Searching

You already have begun by searching online to learn more about Diamonds and Quality. That’s how you ended up here. Congrats!

I’ve wrote extensive posts about the 4C’s: Cut, Color, Clarity and Carat Weight. I’ve written some great articles that will help you understand Diamonds better so you’ll be able to appreciate them and get a handle on the subject.

Articles like:

What are Light Carat Weights?
Learn the 4C’s in 4 Minutes!
Should you Spend 2 Months Salary?
How to Read a Diamond Report
Best Engagement Ring Styles

Plus, there are a ton more articles and guides on this website. Doing some quick reading will bring you up to speed on what’s important in a Diamond and what matters the most.

Obviously, one of the biggest criteria that you’ll learn is that the Diamond MUST be Certified!

I can’t tell you enough how important Certification is. Make sure if you spend any good amount of money on a Diamond, that the Diamond is Certified by one of the top two Certification Institutes in America:

I would recommend no others!

GIA and AGS are the biggest and best there is and have set the standards high. Every Jeweler, Appraiser, Gemologist, Buyer and Seller uses these systems to grade their Diamonds with (GIA more than any).

Do not settle for less!!!

What Quality of Diamond should you Buy?

I always advise buying SI1 Clarity or Higher (VS or VVS+), and at least G-H Color or higher (D,E,F) Color.

Lastly, pay heavy attention to Cut.

Cut is highly important and will be the difference if your Diamond sparkles a little, or a LOT!

I recommend buying a Diamond that has a Very Good Cut (or higher – Excellent Cut) and also having a Very Good or Excellent Polish and Symmetry as well. These will all be listed on the GIA Diamond Reports (or Certificates).

Read more about Cut and Everything about Diamond Symmetry!

Diamond Symmetry

How do you keep from getting Ripped off?


Knowledge is the key to keeping you from making a huge mistake. Learning about Diamonds and the 4 C’s, looking at Diamond Certificates, Reading them, Viewing the stones under 10x Magnification, comparing Quality, Price and Warranties…

Everything is important!

People get ripped off by jumping too soon. Why hurry? This is a huge ordeal and one that lasts a lifetime. No need to rush into things. Take the time to educate yourself and view as many Diamonds as you can.

Be careful for Poor Cuts of Diamonds. That’s where most people fall into the ripped off trap. Poor Cuts of stone can still have great Color and Clarity, but the Price will be cheaper. It sounds like a great bargain, but the Diamond will lack Luster, Sparkle, Shine and Beauty… Otherwise known as Life. Diamonds are Cheaper for a Reason! And Cut is the number one reason for a price reduction. If it sounds too good to be true… Check the Cut!

A Poor Cut could mean:

  • The Girdle is Extremely Thick
  • The Diamond is Too Deep (Nail Head)
  • The Diamond is Shallow and Spread (Fish Eye)
  • The Facets don’t line up
  • The Culet is off-center
  • The Diamond has a high Crown

The list goes on and on…

Cut is many things. But where most people draw the line with Cut is this: Cut = Diamond Shape! Most people think Cut is nothing more than the Outline or Shape of the stone. While this is true to a point, Cut really is more about Proportions, Percentages, Angles and Facets. It’s how the Shape is made!

The Facets should align up and meet. They should be equal size and proportion. The need to be at the proper angles to interact with light, let it bounce across the Pavilion and reflect back to the eye in a million flashes of Brilliance and Fire.

Cut really does play the biggest role in the whole equation of the 4 C’s.

If a Diamond is Cut well, Color and Clarity won’t matter as much because the Sparkle of the Diamond will hide many defects and flaws in the stone.

Immerse yourself in Cut. Read about it. It’s a lot to take in, but it’s well worth the time and effort.

Diamond Fluorescence

Another thing that many people miss: Fluorescence!

Fluorescence can make a great Quality of Diamond look bad. You could be purchasing a VVS1 Diamond with an E Color, but that Diamond could have Fluorescence, which means, that Diamond could look cloudy or look funny in the light. It could lack Sparkle and appear Foggy. Not cool! Be careful with any Diamonds if they have Fluorescence (also listed on the Diamond Reports). Fluorescence can be a beauty killer! No Fluorescence (or None) is the best!

Is it Safe to Buy Online?


That is, if you buy from the right places of course!

There are only 2 main Diamond Dealers online that I would whole-heartily recommend buying from:

Blue Nile Website

James Allen Website

These are the two biggest Diamond Stores online and are both highly respected and greatly admired in the Jewelry Industry.

In my opinion though, one does out shine the other. James Allen stands out for some very big reasons:

  • Their Warranties
  • Their Prices
  • Their Magnified Diamonds

James Allen has Top Notch Warranties that literally cover their Jewelry for a lifetime.

First of all, they give you an incredible 60 day 100% FULL Refund (no questions asked – Blue Nile only gives you 30 days) on your purchase (Blue Nile gives you a Full Refund as well, but does state that Engraved Jewelry items, other than rings, may not be returned). For any reason if you decide you don’t want your ring you can return it with James Allen! Easy as that. A 100% FULL REFUND is almost unheard of. Most companies have harsh restocking fees or handling fees, James Allen has none. It’s all free!

Think about it. 7 Weeks down the road your Fiancee gets cold feet and decides she doesn’t want to get married. Normally you’d be stuck with the ring. Not if you buy from James Allen. You simply return the ring to James Allen (they provide you with a prepaid Fedex envelope upon request). You get every penny back!

Every Single Penny!

Most companies will NOT cover the cost of shipping, which, when you get it registered and insured could cost you a pretty penny.

Repairing the Ring

A big concern that people worry about when buying online is Repairs! What happens when you need to get the ring cleaned, checked, repaired or fixed?

How do you go about this? How much does it cost?

The answer is simple…

Have a local Jewelry Store do the cleaning and inspecting for free. Any reputable Jewelry Store will do this regardless of where you bought your Diamond Ring from. They will clean the Diamonds, Inspect the Prongs, look for Cracks or Weakness in the Metal… It’s just part of the job. It’s what we do to service the community.

So what happens if you have a need a Prong Tightened?

James Allen offers free Prong Tightening, Re-Polishing, Rhodium Plating and Cleaning for the life of your fine jewelry. FREE! Any other repairs will be done at cost (cheaper than at a local Jewelry Store).

The do a lot for free. They don’t do everything for free, but then no one does. Even the big corporate Jewelry Stores won’t do repairs for free. They offer you Service Plans (Generally called ESP, or Extended Service Plans) that cover repairs, but the costs of these warranties are high. Sometimes in the hundreds that needs to be renewed every single year. That’s a lot of money just to keep it under warranty.

James Allen covers the necessities, and if you have your ring cleaned and inspected (I recommend having this done at least 4 times a year), then you won’t have to worry about much. Just get your ring Insured to cover any damages or loss and you’ll be perfectly fine.

James Allen really does offer you some of the best warranties in the business. With Fast Free Shipping, 100% Full Refunds (60 days), Free Repairs, 24 Hour Customer Service and of course the best Prices you can find on the web, you have nothing to lose.

Lifetime Upgrades

Plus they also offer you a 100% Lifetime Upgrade on your Diamond. So if you get a One Carat Diamond today, and on your 10th Anniversary you decide you want to spoil her with a 1.50 Carat Diamond, they will give you everything you paid for your Diamond to upgrade to the larger stone. Keep in mind, just like all Jewelers, you will need to double the price of your purchase. So if you paid $3,000 for a Diamond today, you would need to upgrade to a Diamond of at least $6,000… Which is no big deal because generally the next step up in Diamonds is usually double the price anyway. :)

Check out these incredible Diamonds and Prices:

1.00, VS2, F, EXCELLENT, GIA $8,230 VIEW
.96, VS2, D, EXCELLENT, GIA $6,990 VIEW
.90, VS2, E, EXCELLENT, GIA $5,900 VIEW
.81, VVS2, F, EXCELLENT, GIA $4,910 VIEW
.81, VVS2, H, TRUE HEARTS, GIA $4,620 VIEW

You really have nothing to lose!

How do you know if you’re getting Good Quality?

You can see it with your own eyes. And this is where James Allen outshines all other Jewelers

10x Virtual Loupe

One thing that James Allen does that no other online Jeweler does (not even Blue Nile) is to show you the actual Diamond you’re looking at under a 10x Magnification (called a Super Zoom) BEFORE you buy the stone. This is a huge, huge deal. You’ve got to see it to believe it.

James Allen Diamond Search

You can view any Diamonds they sell under 10x magnification (what they use to grade Diamonds with). You can see the Diamond up close just like you would if you were at a Jeweler viewing a stone under a Microscope or 10x Jeweler’s Loupe.

James Allen is the only online Jeweler that does this. It’s Magnificent!

You see the Diamond before you buy it. What a great concept. :) I’m surprised that no other jeweler on the web offers this kind of service. Sure they will all show you the actual Diamond Certificate, but that doesn’t really show you much. Actually viewing a Diamond will!

You get to see all the Flaws and Imperfections and Inclusions in the stone with your own eyes. You’ll see if the Diamond is Cracked, has huge Black Carbon Spots, Lines, Cloudy Spots… You’ll see it all. And trust me, you WANT to see these things!

You can see the Diamond Inclusions and compare them to the Diamond Reports. You can compare Quality, Prices, and all the 4 C’s. They have a vast inventory… Over 22,000 Diamonds (a local Jewelry Store will usually only carry 100 Loose Diamonds or less). And you see it all!

I can’t tell you how much I enjoy viewing Diamonds under Magnification. I LOVE IT! I could look at them all night. It’s the only way to shop.

All of the Diamonds that I show and explain on this very blog are taken directly from James Allen. They are the only ones that have large accurate Diamond Photos of their merchandise. Seeing them under magnification is simply breath taking.

Compare these two Diamonds to see what I mean…

The first Diamond being a Top of the Line Diamond, VS2, G, the second Diamond being Quite Lower Quality, I1, G…

Compare VS2 - I1 Clarity Diamonds

The differences are stunning! This is why you need to view your stones. If you were to only buy from looking at a Certificate, I fear you’ll be sadly upset. There are simply too many variables to buying Diamonds. The best tool is your eyes. You eyes don’t lie.

Being able to inspect every stone and compare one to another can really show you the differences.

Check out these two SI1 Diamonds for yourself…

Compare SI1 Clarity Diamonds

Same Quality? You Bet!

Equal… Not Really!!!

The one on the left is a much better choice. The small Inclusions are off to the side and the stone has a very distinct Hearts and Arrows Symmetry. Very impressive! The other stone (on the right) has okay Symmetry, but the Inclusions and Flaws are dead center of the stone. Much more visible! Only after scoping these stones would you have seen the differences.

No other Diamond Dealer or Wholesaler will show you 10x scans like these of your Diamonds. This is exclusive to James Allen. I love their Magnified Diamonds. It’s very cool. It makes them stand out from the crowd and makes their Diamond Buying Experience superior to all others.

Look at their stones. Compare Prices. Take advantage of their 100% Full Refund. Really!

What have you got to lose?

If you’re buying a Diamond online (you get better deals this way – no over head), then do yourself a favor: Check out James Allen.

If you have any questions about a particular stone, let me know. I’ll be happy to help you. If you want advice or need help comparing stones, email me on my Ask a Question page. I’ll do everything I can to steer you in the right direction.

Buying Diamonds online can be intimidating, but that’s only if you’re not prepared.

Do your homework. Read my posts here. Learn about Diamonds. Study them. Understand them. There’s nothing to be scared of.

And then, when you’re ready, buy from James Allen.

Save Money, get a Lifetime Warranty and Trade Up Policy, and get an incredible looking stone that will knock her socks off

It all starts here:

James Allen

Recommended Jewelry Supplies:

Ultrasonic Jewelry Cleaner Jewelry Steam Cleaner Complete Jewelry Cleaner Kit Diamond Dazzle Stick
Gold Silver Jewelry Polishing Cloths Jewelry Making Supplies Kit Gold Acid Test Kit Watch Tool Repair Kit
Ring Adjusters EMT Emergency Ring Cutter 10x Jewelers Loupe Jewelers Microscope

Recommended Jewelry Supplies:

Ultrasonic Jewelry Cleaner Jewelry Steam Cleaner
Complete Jewelry Cleaner Kit Diamond Dazzle Stick
Gold Silver Jewelry Polishing Cloths Jewelry Making Supplies Kit
Gold Acid Test Kit Watch Tool Repair Kit
Ring Adjusters EMT Emergency Ring Cutter
10x Jewelers Loupe Jewelers Microscope

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