We get asked this question a lot, and the truth is, it is almost safer to buy diamonds online than it is in a store; however there are a few drawbacks as well.

The main reason why buying diamonds online is so safe: Anything you purchase online with a credit card is basically protected against fraudulent use.

If you purchase a diamond online and are told it is a 1.00 carat diamond, G color, VS1 clarity, Good Cut and it is not, simply tell the merchant you intend to issue a chargeback unless he refunds your money.

If the merchant does not issue you a chargeback, you can dispute it with your credit card company who will begin the chargeback on your behalf. If you have proof that the item has been misrepresented (like you get the diamond appraised yourself), they will always weigh in your favor. At most, it may take a month to get your money back from a chargeback. Also, if merchants accumulate too many chargebacks, they will lose their processing privileges and risk their business, so most will cooperate with you in resolving these matters without having to go through the dispute process. The consumer is 100% protected with any online credit card purchase which is why shopping online is so safe.

Nevertheless, if you go to a store and pay with a check, cash, money order, etc. you have no recourse to get your money back other than by going through the courts which could take a year or more, and you are still buying the diamond based on someone's opinion, which is not proof that the merchant misrepresented the diamond.

Advantages to shopping online for diamonds:

1. Prices are much less. Diamond dealers online simply don't have anywhere near the overhead stores do. These costs include renting commercial space, staff, security, displays, decor, and especially inventory. These expenses are well factored into the price of your diamonds when buying in a store.

2. Selection is much better. Stores stock a small amount of items which take a year or more to sell; they simply don't have the sheer traffic and volume online merchants enjoy. This is why online merchants have a huge stock of readily-customizable products they can turn over quickly. This results in less inventory expenses factored into your jewelry and a much wider selection.

3. Convenience. Yes, you can literally shop in your pajamas for your diamonds online. Not just that, but many online merchants have a database of loose diamonds you can browse and search through, making comparisons simple and painless. Shopping from store to store can be very tedious and time consuming.

4. Tax-free! If you are not buying a diamond from your state or province, then that diamond cannot be taxed. On a $5000 diamond, taxes can add up very quickly!

Drawbacks to shopping online for diamonds:

1. Being able to see the diamonds in person. Many people like to go shopping for their diamond in person so they can see it, compare it, etc. However, this is a fallacy --- you do not need to see diamonds in person to judge their quality. Buying diamonds is like buying a house; simply decide on the specifications that suit your needs in your price range and make the purchase. They are all basically just compressed carbon. If you have the specifications of the diamonds it is very simple to make the purchase, however some people still prefer to see them in person. This is especially true if they do not know how big a 1/2ct diamond really is, or just how yellow a "J" color diamond is. For these people, we suggest you consult a store and get accustomed to understanding diamonds more in person because these things are not very easy to discern online.

2. Returns. Although many online merchants offer wonderful and convenient return policies, you still have to mail it in, and sometimes it's just easier to go to the store and return it. If you are not sure if she will say "yes" or not, perhaps you should consider buying from a store, or make sure the return will be as painless as possible from your online merchant.

All in all, it is very safe and convenient to shop online and the bargains to be had are simply impossible to get in a store. It is the best way for savvy and educated diamond buyers to shop these days.

Please view our Verfied Diamond Dealers page for a list of merchants we recommend.

Questions? Ask our Diamond Experts and other Members in our Diamond Forum