Online Jewelers That Failed My Tests

Surprise #1 )

Some of the biggest names in jewelry failed, because they fall short in at least one area I test.

Surprise #2)

Some of the biggest stores online (and locally) use some or all of the 20 diamond scams you need to avoid.

Why Stores Fail

If an online jeweler is missing even ONE of the criteria I test, I fail them and move on! They could be great in a million other ways but they will not be on MY list.

Most fail because (pretty much in this order) ::

• no loose diamonds, or no diamond search engine
• no GIA or AGS certificates
• not enough info about their diamond quality
• high diamond prices
• failed secret shopper questions
• failed background checks
• poor credit rating checks
• poor diamond quality
• no jeweler in the store
• poor trade credit rating
• not enough trade organization memberships
• located outside the U.S.
• sells only to the diamond trade
• And more…

As soon as they fail for ONE thing, I move on and do not test them for anything else. So don’t expect me to know anything else about them. Fail is fail, and I am done.