As the old saying goes, "If it sounds too good to be true, it probably is," is a phrase you should remember when buying discount diamonds. Be leary if a jeweler advertises a sale of 50-70% off diamond engagement rings. When you see this big of a discount it certainly tells you that their normal prices were too high to start with! Some stores start out at 200-300% over wholesale price. You should buy from jewelers who have an everyday low price. Diamond "sales" mean the rings were priced too high the day before they went on sale. You will often see huge banners at outlet malls, stating Big Diamond Sales or 50-70% off. Beware.

Sales people inoutlet malls are generally without a lot of knowledge of diamonds. Outlet mall jewelers often have tags on their rings with only a code and no price. This can tell you perhaps the price changes with the person selling it. A price tag should be clearly visible to the shopper. You should be sure your jeweler is GIA certified or AGS certified.

Do your homework beforeyou go diamond shopping and don't let a salesperson tell you what a diamond is worth. Watch out for scams, overpricing and as with any business, there are people who want to scam you, especially when there is such a large amount of money at risk. Most diamond sites will give you information on how to look for a good diamond and even here on our site you can become educated in the 4 Cs.