Reputable Jewelers Vs. Non-reputable Jewelers: 4 Scams To Avoid

Whether you're shopping for diamonds engagement rings

, or just browsing the jewelry store online for some diamond accessories, there are many different things you should be on the lookout for when buying something as sensitive as high-end jewelry and diamonds. In order to ensure you're getting what you pay for, you need an extremely keen eye and some jewelry shopping know-how. Here are a few tips to help you avoid common scams many are faced with when shopping from less-than reputable jewelers.

1) Be wary of jewelers who describe a particular selection as a "blue-white diamond". This term is rather old, and is under close scrutiny by the FTC because of misuse. The jewelers pushing "blue-white" diamonds will probably tell you that it is a better diamond, and the price will be reflected as such. On the contrary though, "blue-white" refers to the fluorescence that results in natural light, containing ultra-violet wavelengths. The bluish florescence can actually make a diamond look more milky and cloudy. Something that all reputable jewelers will call a flaw. If you come in contact with jewelers who use this term, steer clear.

2) Another thing to look out for is a jeweler who's tags only list the CTW or carat total weight. This is problematic because you can't compare prices with another ring if you don't know the weight and quality of the center stone. One large diamond is worth much more than 6 small ones that equal the same weight. To avoid this, ask for the weight and quality of the center stone by itself. It's a huge red flag if they can't or won't do this.

3) Although it sounds incredibly enticing, steer clear of huge blowout sales. More often than not, you will probably pay more than the regular price. A store in Florida was reported to the FTC for marking up gold chains up from the $100 cost to $500, then sold them for $250, or a whopping 50% off. That means that people lured in were paying $250 for an item that should have been $100. Liquidation and Going Out of Business sales are usually no different. All in all, if a dealer can afford to mark a diamond or piece of jewelry down, then it was probably marked up too high to start with.

4) It's not uncommon for jewelers to show their diamonds in the best possible light, but there are some slight-of-hand lighting tricks you should avoid. Some bulbs that less reputable jewelers will use have a strong blue component, which can make yellow stones look whiter. To avoid any lighting tricks, ask if the diamond has fluorescence, and ask to have a look at it without the bright lights or in a darker part of the store. In addition, always ask for a certificate from an independent lab to verify the grade if you're on the market for a fine color. This is good to do because the labs mention any fluorescence.

by: Mark Etinger

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