Places to Buy Diamonds
Selection of places where to buy
Diamond shoppers today have more choices than ever on where to buy their diamond engagement ring, diamond
earrings and other diamond jewelry items. However, with greater selections come bigger potential risks and rewards.
You need to do your homework and understand how to select the best company for your diamond purchase.
The retail diamond market is comprised of three broad categories of diamond sources:
- Jewelry stores
- Online diamond companies
- and Diamond brokers
|Shoppers today have many choices when it comes to finding best places
to buy diamonds and diamond jewelry. (Image by Pixabay.com)
Until recent years, prior to the online shopping revolution, jewelry stores were the only option for most
diamond shoppers. This was especially true for smaller towns and rural areas. These stores had a monopoly, much
like Ma Bell with the phone systems during most of the 20th century. Jewelry stores were the only game in town and
could set their prices at whatever markup they wanted.
Jewelry stores depend on impulse buying so they focus on having a
selection to pick from, name recognition through extensive advertising, and being convenient so shoppers can walk
in and make a purchase with no education or knowledge of the product. If it looks nice to an impulse buyer, they
will pull out the credit card and have it gift-wrapped. To attract the impulse buyer, jewelers built elaborate
stores with polished marble floors, expensive display cases, and lighting that makes everything in the store
To pay for the stores, the decorations and the expensive advertising, jewelry stores must maintain high markups
on the items they sell. The more expensive stores have bigger inventory, higher rent and more advertising, which
dictates the higher markup necessary to pay for all that overhead.
But you can always look for that perfect diamond jewelry at Macy's, where you can find diamond earrings, diamond rings and diamond bracelets. Make a
statement with Gucci watches, or go for a classic, yet modern Movado Swiss Faceto stainless steel bracelet
watch. Diamonds are truly a girl’s best friend and Macy’s has the best selection of diamond jewelry for you.
Online Diamond Retailers
The online shopping cart of hundreds of jewelry retailers has been one of the big growth areas for e-commerce or
online shopping. Shoppers can shop from the convenience of their home or work computer, tablet or mobile, look at
the pictures of thousands of jewelry items online and place their order without ever talking to a human. Online
diamond retailers provide a list of diamonds owned by groups of wholesalers and let the shopper pick the diamond they want based on the specifications in
the list. The shopper pays for the diamond in advance and then the wholesaler or the retailer ships the diamond to
The online jewelry retailers offer the advantage of much greater selection than you can find in a jewelry store
and the ability to ship the items all over the country, which provides greater options for shoppers in small towns
and rural areas. Due to low overhead costs, online jewelers can provide lower prices than most jewelry stores. The
disadvantage of the online jeweler is that there are few safeguards in place to keep the consumer from making a
mistake. Picking the least expensive diamond from a list of options often means there is something less
desirable about the diamond. Without an expert adviser to help, the consumer is mostly on their own to make their
There is a third type of diamond retailer, the diamond broker, that differs from the jewelry store or
online retailer. Like most online retailers, brokers do not own inventory and have low overhead, but they
differ in that they work as diamond consultants for the shopper to find the best
diamonds meeting the consumer’s requirements.
To attract new clients, diamond brokers rely on word of mouth advertising. They typically have a website focused
on online education and shopping advice instead of a list of inventory and the online shopping cart. Diamond
brokers work with their client to find the best diamond on the wholesale market and present it to the client in the
broker’s office or ship the diamond to the client to examine before they purchase. The result of the lower overhead
and personal consultant service is that clients usually get a better diamond at a lower price than with jewelry
stores or online retailers.
To determine which company is going to be the best supplier for your diamonds, know what retailer
characteristics are most important to you then ask many questions. Be sure the company you select is going to be
able to provide the personalized service, expert advice, high quality diamonds and low prices you deserve.