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Buying Jewelry Online: How To Choose The Right Company
By: Jill Renee

For anyone looking to purchase fine jewelry, online shopping can be a great way to find the right piece at the right price. There can be many advantages to buying fine jewelry online – with savings being one of the major factors. Reputable online jewelers usually have much lower overhead costs, and can pass those savings on to the consumer. Another advantage of buying fine jewelry online is convenience – you need travel no further than your computer to choose your jewelry and make your purchase. This being said, there are things you need to consider in order to make your fine jewelry purchase a positive experience.

Choose a Jeweler You Trust

The first thing you need to do is find an online jewelry store that you can trust. You will have to do a little bit of detective work in order to eliminate the less desirable companies and end up with a list of jewelers that you feel confident doing business with.

Find out if the website is secure. The jeweler’s website should have 128bit SSL security. This is an absolute must when you are purchasing online, since you will most likely be using a credit card or supplying your bank account information. Somewhere along the line you will be supplying information about yourself, and the 128bit SSL security will ensure that no unauthorized party can get access to your information.

Also, any diamond you buy, whether it is online or from a store, should come with a diamond certificate. The Gemological Institute of America independently certifies diamonds providing information on a diamond’s characteristics such as color, clarity and size. This is your best way of knowing the quality of the diamond you are buying.

The Online Jewelry Store Should Provide Excellent Customer Service

This cannot be stressed strongly enough. Before you make a fine jewelry purchase from a website consider contacting the jeweler’s customer service department by email and by phone. When talking to a customer service representative, ask questions and pay close attention to the responses you receive. If the rep seems irritated with your questions or is spending the entire phone call trying to rush you into buying a product, consider that a “red flag”.

If you contact them by email, check to see how quickly they reply. It should take them no longer than 48 hours during the business week – within 24 hours is the ideal. Look for professionalism and a helpful attitude in their emails.

The Website Should Be Informative

The jeweler’s website itself should have information on how to buy a quality diamond, the different types of precious metals, etc. They should have a wide variety of choices, and be able to help you find what is right for you. By providing you with information the company is helping you make an educated purchase.

Look for Quality Craftsmanship

What the Internet can offer you is the chance to shop several stores without having to drive all over town; this allows you to choose a company whose fine jewelry shows attention to detail and craftsmanship.

The Return Policy Can Be Important

What if you receive the jewelry and are dissatisfied? Review the company’s return policy before you buy so you know what rights you have if you want to return your fine jewelry purchase.

See If They Offer Extra Perks

Things like free shipping add up to big savings. If the online jeweler is located outside of the state you are buying from you pay no sales tax. Free shipping combined with no sales tax can make a big difference in your bottom line. Some companies offer a discount on your next purchase. This can also save you big money. If a company is offering these or other incentives, they will likely have this information throughout the site and in their shopping cart.

Your Jewelry Purchase Should Provide Good Value for the Money

When buying fine jewelry, you are getting a piece that will last a lifetime and become a family heirloom. Look for fine jewelry that offers the best value which is not only determined by how much the jewelry costs but by the quality of the piece and the materials used.

Online jewelry shopping offers convenience, selection and value. Consider the factors above when making your next fine jewelry purchase so you find the online jeweler that is right for you.

About The Author Jill Renee is the president of Danforth Diamond, an online jewelry store specializing in fine jewelry and diamonds – on the Web at http://www.danforthdiamond.com/.

This article was posted on March 13, 2006
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