The once overwhelming ritual of picking out the perfect engagement ring has in recent years been simplified with the rise of reputed online diamond retailers. Shopping around for diamonds and diamond engagement rings is no longer that daunting experience it once was with the discomfort of being pressured into a purchase on the spot, indulging in embarrassing conversations regarding pricing or travelling far and wide in search of the ideal ring. Nowadays, you can sit in the comfort and privacy of home comparing numerous online retailers and find quality rings that offer competitive pricing.
- Made to order rings from 77 Diamonds
Although the online diamond shopping trend has been prevalent for several years now, we have recently witnessed a significant rise. “We have seen a large and consistent year in year rise in consumers buying engagement rings online, and this is now our dominant category,” reveals Tobias Kormind, managing director at 77 Diamonds. “As consumers have become much more comfortable making an informed decision online, supported in part by real diamond pictures and additional email and phone calls with our experts, they have become much more confident to make such a large and important purchase,” he explains.
Here are some reasons why buying an engagement ring online is steadily growing in popularity:
1) Competitive pricing: Online diamond retailers offer savings of up to 80% when compared to the high street. These savings are made possible as online retailers do not have the same overheads as high-street jewellers, you don’t pay a premium for the brand name and diamonds are sourced directly from manufacturers – those who cut and polish the stones – cutting out middlemen costs.
2) Greater variety: Online retailers have thousands of diamonds to choose from with access to majority of the world’s diamonds. You can hand-pick your diamond and choose the exact specifications you desire eg Cushion cut, 1.10ct, F colour, VVS2 clarity, GIA certified, excellent polish and symmetry, no fluorescence, with a L/W ratio of 1-1.05. When choosing online, you can be as specific as you like.
3) Made to order: Every ring is custom-made to order – you choose the diamond, the ring design, the metal and ring size and it will be customised to your requirements. Some online jewellers like 77 Diamonds have their own workshops where every item is handmade in London.
4) Convenient: You can research options in a completely unpressurised way, allowing ample time and ease to compare, combined with an ability to save significantly on the final price. With real diamond pictures and video of the product modelled, you can spend more time making sure your purchase is the right one.
5) Guidance: Online retailers have a teams of experts who can be contacted via live chat, email or phone at any time to assist you in your diamond search and educate you on diamonds – the cut, colour, clarity, certificate and so on. Also, there is a section on the website dedicated to diamond education providing detailed information on the quality spectrum of diamonds, the 4c’s and what to look for when selecting a stone.
Useful tips while buying diamonds online:
Reputed company: Make sure that you are buying from a reputable jeweller as the quality of the jewellery is just as important as the diamond, the jewellery should last a long time if you look after it and get it checked regularly. Research the company beforehand, read the reviews online and make sure there is a reasonable returns policy.
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- An independent review can make all the difference to your purchase
Research and education: Many retailers provide in-depth information on the technical aspects of diamonds. Read up and educate yourself on the basics of diamonds as it is important to be aware of what you are buying – the quality of diamonds greatly varies so you want to be sure you are choosing something of quality.
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- The 77 Diamonds Selector Tool
Certification: Make sure your diamond is certified by a credible gemmological laboratory. Be careful about any company that sells diamonds with an in-house certification or certification from a lesser grading body, as the diamond may not be like for like. As subtle differences in diamonds have a massive impact on price, it is a back-door way to charge more for something inferior. Many diamonds are also laser inscribed with the certificate number so you can identify your stone.
Conflict-free: Ensure the retailer offers conflict-free diamonds. In 2000, the diamond industry established a process to prevent the circulation of conflict diamonds. The initiative, known as the Kimberly Process, aims to track every diamond from the place it was mined to the place it is sold, preventing illegal conflict diamonds from being sold on the precious gem market. It is estimated that 99.8% of diamonds on the market are now conflict-free but you should still shop exclusively with retailers registered with the Kimberly Process Certification Scheme and that comply with industry standards.