Rate : Prices
We tested 20 round
diamonds between 1.00 and 1.20 carats in weight for each site,
chosen randomly. Then we compared the prices listed on the the largest online diamond databases.
All prices were therefore compared according to the same criteria.
Top-rated sites have the lowest prices.
Excellent, averaged within 5% of lowest database results
Good, averaged within 10% of lowest database results
Fair, averaged within 15% of lowest database results
Poor, averaged within 20% of lowest database results
Very Poor, averaged at least 20% higher than database results
Rate : Selection
We compared the
listed sites to each other, according to the total number of
round diamonds listed on the site between 1.00 and 1.20 carats
in weight. Top-rated sites have a vast number of diamonds
Rate : Search Engine
We compared the
search engines for ease of use, number of sortable fields, and
number of searchable fields. Top-rated sites make it fast and
easy to find your dream diamond.
Rate : Information Provided
This tells you which
sites give the most details from the certificate -- which you
need to make a good buying decision. Information we tried to
find includes: depth percentage, table percentage, measurements,
girdle thickness, fluorescence, polish, symmetry, and culet size.
Top-rated sites include all of this information with every diamond
Rate : Customer Service
We called each site
as a "secret shopper" to assess the helpfulness of
the staff, return policies, etc. We asked the same questions
on each call. Top-rated sites were the most enjoyable -- meaning
friendly and helpful as well as knowledgeable.
Question we asked:
Can you guide me
through the steps to spend about $5,000 on a loose diamond for
an engagement ring?
Rate : Return Policies
We checked the number
of days that each site gives you to return a diamond for a full
refund, other conditions for a refund and whether the company
charges a "restocking fee" when you return a diamond.
Rate : Product Knowledge
We called and pretended to be a first-time diamond customer, to determine
the accuracy of diamond knowledge demonstrated by the sales staff.
We asked the same questions at each company to make the assessments
fair and unbiased. Top-rated sites answered all questions correctly.
Questions we asked:
How does fluorescence
affect the appearance and value of a diamond?
What is a good depth percentage?
What is a good table percentage?
What color grade will appear
white but not cost too much?
What clarity grade will look
flawless to the naked eye?
What lab certificate is the best?
What is the importance of symmetry
How do your prices compare with
What training do you receive
when you start at [company]?
======= Legal Notice =======
No guarantees, written or verbal, are made, and no liabilities
are assumed, as to the validity or accuracy of the information
contained herein. Companies can change policies and prices at
any time without notice, making it impossible for this report
to be perfectly accurate and up-to-date at all times. While every
precaution has been made to prevent them, we are not responsible
for typographical errors or omissions. If you discover any mistakes
or outdated material in this report, please notify us immediately
so that we can investigate and correct it.
======= Buying Decisions =======
======= Are Your Responsibility =======
All responsibility for making a good buying decision remains
yours and yours alone. We strongly recommend that you research
the credibility and business practices of any company before
buying, by consulting with non-profit consumer organizations
such as your local chapter of the Better Business Bureau. Educating
yourself is the best way to recognize a good dealer and a good
quality diamond at a good price.