When it comes to buying diamonds and diamond jewelry online, consumers face a dizzying array of choices in terms of quality, styles and price points. So how can you protect yourself? And they also face the uncertainties of buying something sight-unseen. How safe is it to buy diamonds online?

As part of its public-benefit mission, GIA often publishes advice on gem and jewelry buying to help consumers make informed purchases.

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Here she reveals the five essential things you need to keep in mind as you shop online.

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Expert advice is often, well… advisable when spending a significant sum of money or venturing outside your shopping comfort zones. And when it comes to buying jewelry online the urge to contact anyone who has ever said, “I have a cousin in the business” is a fairly universal one.

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The panel includes:

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Josh Holland – Director of Brand Experience for Blue Nile

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Courtney Sconza – G.G. Curator, Jewelry Department for Ruby Lane

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Michael Groffenberger – Senior Director Fine Jewelry & Watches for The RealReal

The big take-away: all experts agree that when it comes to buying jewelry online, authentication, extensive and detailed images, a guaranteed return policy, research and more research are imperative for a great shopping experience.

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But the #1 non-negotiable for buying jewelry online is….

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1. Trust.

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Ideally, the online seller or venue has been established for a number of years and is in good standing with third party sources or previous buyers. You should be able to contact the seller directly. They should be knowledgeable, professional and willing to answer all of your questions. Many antique and vintage items will not have any type of certification, so you need to rely on the seller’s expertise.

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Courtesy: 1stdibs. You should know whom you’re buying from. It’s best to buy from someone who has possession of the item.

Select a retailer who will insure shipments all the way to your doorstep. Consumers should also review security protocols around shipping and insurance. You surely wouldn’t want this 2.50 carat (ct) round diamond platinum engagement ring delivered to anyone but you.

What legitimate factors would cause this?

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When comparison shopping identical items across different sites, you many encounter differences in price. Offered on 1stdibs.com: an 18K gold, ruby and diamond ring with an invisible bow setting. Courtesy: 1stdibs. There is a premium to pay for buying from a trusted source. So, we’re back to trust. These differences could be the result of item condition, provenance and business factors, among other reasons.

2. Guaranteed.

If the item isn’t what you think it should be, yes. If the seller doesn’t take the return, they are saying they don’t believe in their product.

Make sure any online seller allows time for you to examine the piece.

A bracelet, for example, that looks spectacular in a photo may not lay well on your wrist when you try it on. To return it for any reason if it is not everything you hoped it would be. Make sure any online seller allows time for you to examine the piece. So pay close attention to the seller’s return policy. We offer a 30-day return policy, no questions asked.

3. Images. When buying jewelry online, you are not able to handle the actual item the same as you would in a brick and mortar shop. Therefore, you are relying on the seller to provide as many images as possible, clearly showing the item from all angles (front, back, left, right, inside, outside), showing any damage or imperfections (scratched stones, bent prongs, worn shanks), and highlighting any notable details (special design features, fineness or maker’s marks, artist signatures).

Courtesy: Ruby Lane

4. Condition. Certification. Measurements should be provided. Gemstones identified. Provenance or history should be explained.

I would expect any descriptions of quality or condition to be backed up by lab reports, professional appraisals and images.

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Sometimes the documented history of a piece can add to its value, particularly if a style icon once owned it. Courtesy: 1stdibs. Style icons yes, but it’s subjective based on the amount of interest in that person and their place in the world of style.

When shopping for a diamond online, it’s important that the item comes with an independent diamond grading report. Put simply, if the diamond is not independently certified you cannot be sure of its quality. An unbiased report will confirm whether your diamond is a natural diamond. Provide clear disclosure of any known treatments to alter its color or clarity.

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An unbiased, independent laboratory report is indispensable for a colored gemstone purchase, particularly when the gemstone’s country of origin is a factor in determining its value.93 carats of pavé set round brilliant diamonds and 45.43 carats of prong-set emeralds. Again, the trust factor is critical.

5. Homework.

If you’re unsure, contact the seller for clarification.

Shopping for a jewelry gift online? Are the claims about the item’s quality and materials supported and reasonable? Courtesy: 1stdibs. Read each listing carefully. If you’re unsure, contact the seller for clarification. Read the product descriptions closely, examine the images and don’t be afraid to ask questions.

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Do your research and learn what’s setting the price in the market. Then, if the piece is what you want it to be and it’s being sold by a trusted seller, you can accept the asking price.

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Before buying a diamond – whether online or at brick and mortar retailer, be sure to learn about the factors that influence its value: the 4Cs of diamond quality. Courtesy: Blue Nile

When is buying diamond jewelry online just not a good idea?

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I can answer this one. When you are buying on impulse without doing your homework. Buying online makes the whole world of jewelry available to you no matter where you live. Buying jewelry online is a good idea if you have taken advantage of all the tools provided you – condition reports, images of the piece worn, and the expertise of the specialist so that your purchase is educated.

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There you have it. The “Non-Negotiables” for a confident online jewelry buying experience from four experienced purveyors of online gems and jewelry.

And most importantly, did you do your homework?

Do you trust the seller? Is there an authentication process in place? Are there clear pictures from every angle? And most importantly, did you do your homework? Will they take it back?