Community Operations

Consumer Affairs Tip Sheets

back

Buying a Diamond

Buying a diamond can be exciting, but often purchasers are confused by conflicting claims about quality and price. Make sure you are dealing with a jeweler you can trust. Shop around to compare prices and quality as you would with any other major purchase. Don't be deceived by comparative pricing claims that are not based on realistic pricing practices. And, don't get short-changed on quality in an effort to gain so-called "great" savings.

Consumers should consider the following before they make a diamond purchase:

  1. Make sure you have the diamond seller put the quality, grade and value of the stone IN WRITING--if he won't do it, spend your money elsewhere.

    • Some jewelers also supply grading reports from a gemological laboratory.
    • Merchants determine prices; qualified appraisers analyze prices to determine value.

  2. Know the reputation of the jeweler from whom you are buying--be able to trust the business and feel comfortable with what the employees are telling you.

    • Inquire into the jeweler's education and credentials before making a purchase.

  3. Have the diamond seller explain to you how gemological grading institute's utilize the four "C's" when grading stones.

    The "Four C's" are 1. cut, 2. color, 3. clarity and 4. carat.

    • Cut is the most important of the "Four C's."
    • You should be aware that this is the order of importance to sellers of stones when they are assessing value.
    • All consumers interested in purchasing diamonds should be familiar with the "Four C's" before they buy.

  4. Ask the seller if you can look at the loose stone(s) you are considering under a diamond scope at 10X power, the power at which the diamond industry reviews the stones.

    • Make sure there are no shadows on the diamond in order to get the clearest view possible through the scope.

  5. If the seller tells you that the diamond you want to buy is a "SI" (slightly included) or a "VSI" (very slightly included) grade of stone, YOU SHOULD NOT BE ABLE TO SEE ANY IMPERFECTIONS (or "inclusions") IN ROUND BRILLIANT DIAMONDS OR POPULAR FANCY SHAPES WITH YOUR NAKED EYE WHEN VIEWED IN THE FACE-UP POSITION.

    • If you can see inclusions, and the seller is representing the diamond as "SI" or "VSI" grade, the diamond is NOT the grade the seller is representing it to be.

  6. Do not be fooled by large discounts on diamond jewelry. You may not be getting such a great deal. Also beware of high pressure sales techniques with easy financing. Everyone likes a sale, but remember, you generally get what you pay for.

    • If the price is very different from that of other sellers of the same grade stone, odds are you are not getting the quality item you believe you are.
    • Also, the "manufacturer's suggested retail price" the seller is purporting to discount must be the prevalent price in the local marketplace for that particular grade of stone--not just an arbitrary figure. Make sure there are legitimate savings offered, rather than deceptive use of comparative prices.

  7. If a seller tells you that a particular stone is one-half carat, for example, ASK HIM/HER HOW MANY POINTS THE DIAMOND IS.  Carats (weight of the diamond) are measured in points--100 points equals one carat, 75 equals 3/4 carat, 50 equals 1/2 carat and 25 equals 1/4 carat.

    • This is significant because a diamond seller should not tell you that a 23 point diamond is a 1/4 carat. You should know the exact weight, in points, of your stone in order to better compare prices.

  8. Make sure you shop around and compare quality and price before you purchase a diamond, other gemstone or expensive piece of jewelry.  If the jeweler will not or cannot answer your questions about the item or is unwilling to put information about the diamond in writing, keep your money.

    • There are plenty of ethical, legitimate jewelers who will help you make a purchase you can feel good about.

Please keep in mind that knowledge of these tips does not qualify the consumer to grade diamonds.

For more information, call collect or e-mail our Consumer Affairs Officer at MACA headquarters in Yellowknife at: (867) 873-7125.