Diamonds Online

Diamonds Online

From ABC7.COM Consumer News

CONSUMER NEWS — When it comes to buying diamonds experts say you should know about the four "C's" - color, clarity, cut and carat weight. But, nowadays you may want to consider a fifth a "C" - computers.

You can get some great deals buying diamonds online. This is if you know what you are doing. How do you know you are really getting what you paid for?

Buying expensive jewelry without ever seeing it, touching it or trying it on may seem scary, but not to Rob Bowen and Jennifer Williamson who just said "I Do" to buying a diamond online.

Jennifer Williamson, Diamond Shopper "It's the most sparkly, beautiful diamond I've ever seen. I absolutely love it!"

The newly engaged couple is not alone. An estimated $2.8 billion worth of jewelry will be sold on the web this year.

Experts say shoppers are becoming more comfortable buying luxury goods online. And, the sites have gotten much better at showing off the gems.

Carrie Johnson, Analyst, Forrester Research "The site visualization technology, as it's called, has come so far in terms of being able to look at an actual stone or a setting."

Many times, companies allow you to zoom in, rotate, or even get a 3-D view.

Johnson says, "There are actually a lot of specs around diamonds, like cut, color, clarity, and you can really compare apples-to-apples, two diamonds to each other."

Once you are blinded by the beauty of a stone how do you make sure you're not being blindsided by a ripoff? Industry watchdogs say make sure you're comfortable with the site itself. Is the retailer reputable?

Cecilia Gardner, Jewelry Vigilance Committee "You don't want to buy something from a Web site seller who, you know, in a month is gone off the Internet. "

Check them out with respected trade and consumer groups like the Jewelry Vigilance Committee and the Better Business Bureau. Make sure the site offers an official certification or grading report from a well-respected group like the American Gem Society and the Gemological Institute Of America.

Bill Boyajian, President, Gemological Institute of America "If you have a third party document like a GIA report, you can be much more comfortable in the diamond that you're buying."

Always look for a clear money-back return policy. Then, once you get your gem, find an independent appraiser.

Rob and Jennifer found their stone was appraised for about $2,500 above what they paid.

Williamson says, "We're very happy with our purchase, very glad we bought it online."

If you're considering buying a diamond online, make sure you get the hard copy of your grading report, not just the one you can print off the web site. Also, find out what others have to say about the site before you buy. You can use chat rooms and comparison-shopping sites to see how others rate the company