Online jewelry shopping is on the rise. In 2023, online sales of jewelry accounted for more than 30% of total jewelry sales in the UK. And with Gen-Z and millennial shoppers leading the charge, that proportion is set to grow even further in the future.
It’s not hard to see why buying diamonds online is so appealing. There’s the convenience factor: you can shop online from anywhere, and at a time that suits you. Browsing an online diamond jewelry store also gives you access to a far wider selection than you’ll find in your local high street jeweler.
However, diamonds are high-value items and when you buy an engagement ring or a gift for a special occasion, you’re making an emotional investment as well as a financial one. Here at Austen & Blake, we understand that the stakes are high. So we’ve put together this online diamond shopping guide to help you make an informed decision.
Why buy diamond jewelry online?
There’s a compelling case for buying diamonds online, and a key reason for its increasing popularity is the sheer breadth of choice. While bricks-and-mortar stores have a finite amount of space, e-commerce sites can display an unlimited number of products and organize them efficiently so that they’re easy for customers to browse. So you can expect to find a wealth of options online, from the standard best sellers to special pieces that make an individual statement.
Online shopping also means more competitive pricing. Without the overheads associated with physical stores, e-commerce businesses can lower their operating costs and pass the savings onto their customers. Browsing online also makes it easy to compare prices across different retailers to find the best value.
Then there’s the convenience of being able to shop 24/7, on your chosen device, from wherever you happen to be – all you need is a secure Internet connection. If you’re planning a surprise proposal or a special birthday gift, you can browse away in private without having to concoct an excuse to sneak off into town.
Finally, customer reviews are here to help you shop online with confidence. Not only is it an opportunity to find out what other customers thought about their jewelry and the service overall, but it’s also a chance to share your own experience with the company.
Understand the 4Cs: Cut, clarity, color & carat
Buying diamonds online with confidence means mastering the 4Cs – the four characteristics that determine a diamond’s quality grading and value.
Carat weight is perhaps the most immediately obvious. In general, the larger the carat weight, the bigger the diamond will appear. However, this also depends on the shape of the diamond: a princess cut diamond, for example, is deeper than an oval shaped diamond and displays less of the surface area. As a result, it might look smaller than an oval diamond of the same carat weight.
The color grading actually describes a diamond’s lack of color. Diamonds are rated from D to Z, with D being colorless and Z representing light yellow or brown. While diamonds in the D-F band are prized for their rarity (with prices to match), you can find a great balance of quality and value further down the scale. Diamonds in the G-J band are considered near colorless, while those in K-M have only a faint tint.
Clarity measures the purity of a diamond – the presence and visibility of inclusions (internal flaws) and blemishes (surface imperfections). This is assessed on a scale ranging from Flawless to Included, where flaws are visible to the naked eye. The shape of the diamond may inform your decision here; clarity is important with emerald cut diamonds, for example, because their large, open table makes flaws more visible.
Cut might well be the most important of the 4Cs when it comes to determining the overall beauty and value of a diamond. Reflecting the skill of the craftsman, it’s the cut that gives a diamond its brilliance and sparkle – qualities that are noticeable even to the untrained eye.
Online, you can see how all four fit together. At Austen & Blake, you can select the different grades of cut, color, clarity and carat to see immediately how they impact the price. Other tips for buying diamond jewelry online include zooming into the product image to see the diamond up close and checking that the jeweler provides a diamond certificate for your peace of mind.
Check for certification & authenticity
When buying diamond jewelry online, certification is very important. A certified diamond means the stone has been independently evaluated by a recognized gemological lab. Here at Austen & Blake, we provide diamond certification for every diamond we sell.
The most used – and trusted – labs include: GIA (Gemological Institute of America), IGI (International Gemological Institute) and AGS (American Gem Society).
A diamond certification is an impartial summary of the authenticity of a diamond and the specifications, such as carat, clarity and cut, carried out by expert gemologists or diamond laboratories. This document is important as it reassures the purchaser that the diamond is as described by the seller.
We offer a free-of-charge certificate that’s issued by our in-house gemologist. This certificate displays carat weight, color, clarity of the diamonds, design number and diamond shapes (multi-stone options).
We recommend asking for a digital copy of the certificate. This allows you to cross-check the certificate number on the respective lab's website. A certificate not only authenticates the diamond but also protects your investment. Always choose retailers who clearly display certification information on their product pages. As your certificate provides invaluable security in the case of loss, trade or resale, it is important to keep this document safe.
Choose a trusted online jeweler
Not all online jewelers are created equal. To ensure a smooth shopping experience, choose a trusted online jewelry store with the following characteristics.
A secure website will offer peace of mind. Ensure the website uses HTTPS and encrypted payment gateways.
Take a look at verified customer reviews. Check independent platforms like Trustpilot or Google for honest feedback from real customers. Clear return and refund policies. You should be able to return the product if it doesn't meet expectations.
Also check the company has good customer support. A live chat function, an easy-to-find email or a dedicated phone number all show commitment to service. Also, explore if the retailer offers customization, free resizing or lifetime warranties – all signs of a reputable brand.
If possible, choose brands that offer virtual consultations where you can speak to diamond experts before purchasing too.
Set a budget & compare prices
It’s easy to get carried away when shopping for something as timeless as diamonds. But setting a realistic budget helps you narrow your options and avoid overpaying.
We recommend starting with what matters the most to you. Is it the size of the diamond? A certain color or gemstone? Use filters on online stores to compare similar styles within your budget. Don’t forget to account for taxes, shipping, resizing and insurance if needed.
Many online platforms often offer price comparison tools, so make full use of them to find the best deal without compromising on quality. When it comes to prices that are too good to be true, use your intuition. Researching similar styles from a variety of different brands will help you spot a suspiciously low price.
Read return, exchange & insurance policies
Before ordering, make sure you fully understand the seller’s return and exchange policies. Trustworthy online jewelers usually offer 30-day return windows, free returns or exchanges and full refunds on certified pieces.
Also, check if the purchase includes insurance or warranty coverage. For higher-value pieces, you might want to insure your diamond separately through a third-party provider.
Reading the fine print can save you from unnecessary stress if things don’t go as expected.
Before you click ‘Buy’
When you’re just about to click that button, take one last look…
- Double-check the diamond certificate. Are you happy with what’s due to be supplied?
- Review the product specifications to confirm you’re ordering exactly what you want.
- Look into packaging and delivery timelines to ensure you’re clear on when to expect your special delivery.
- Use a secure payment method to protect your money.
A final thought
Buying diamond jewelry online can be a safe, convenient, and even enjoyable experience if done wisely. By understanding the 4Cs, checking certifications and choosing a trusted online jeweler, you can confidently purchase a piece that you'll love for a lifetime.
Always take your time to research, ask questions and never hesitate to seek expert advice if you’re unsure. Looking for certified diamond jewellery? Explore our latest arrivals.
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Online jewelry shopping is on the rise. In 2023, online sales of jewelry accounted for more than 30% of total jewelry sales in the UK. And with Gen-Z and millennial shoppers leading the charge, that proportion is set to grow even further in the future.
It’s not hard to see why buying diamonds online is so appealing. There’s the convenience factor: you can shop online from anywhere, and at a time that suits you. Browsing an online diamond jewelry store also gives you access to a far wider selection than you’ll find in your local high street jeweler.
However, diamonds are high-value items and when you buy an engagement ring or a gift for a special occasion, you’re making an emotional investment as well as a financial one. Here at Austen & Blake, we understand that the stakes are high. So we’ve put together this online diamond shopping guide to help you make an informed decision.
Why buy diamond jewelry online?
There’s a compelling case for buying diamonds online, and a key reason for its increasing popularity is the sheer breadth of choice. While bricks-and-mortar stores have a finite amount of space, e-commerce sites can display an unlimited number of products and organize them efficiently so that they’re easy for customers to browse. So you can expect to find a wealth of options online, from the standard best sellers to special pieces that make an individual statement.
Online shopping also means more competitive pricing. Without the overheads associated with physical stores, e-commerce businesses can lower their operating costs and pass the savings onto their customers. Browsing online also makes it easy to compare prices across different retailers to find the best value.
Then there’s the convenience of being able to shop 24/7, on your chosen device, from wherever you happen to be – all you need is a secure Internet connection. If you’re planning a surprise proposal or a special birthday gift, you can browse away in private without having to concoct an excuse to sneak off into town.
Finally, customer reviews are here to help you shop online with confidence. Not only is it an opportunity to find out what other customers thought about their jewelry and the service overall, but it’s also a chance to share your own experience with the company.
Understand the 4Cs: Cut, clarity, color & carat
Buying diamonds online with confidence means mastering the 4Cs – the four characteristics that determine a diamond’s quality grading and value.
Carat weight is perhaps the most immediately obvious. In general, the larger the carat weight, the bigger the diamond will appear. However, this also depends on the shape of the diamond: a princess cut diamond, for example, is deeper than an oval shaped diamond and displays less of the surface area. As a result, it might look smaller than an oval diamond of the same carat weight.
The color grading actually describes a diamond’s lack of color. Diamonds are rated from D to Z, with D being colorless and Z representing light yellow or brown. While diamonds in the D-F band are prized for their rarity (with prices to match), you can find a great balance of quality and value further down the scale. Diamonds in the G-J band are considered near colorless, while those in K-M have only a faint tint.
Clarity measures the purity of a diamond – the presence and visibility of inclusions (internal flaws) and blemishes (surface imperfections). This is assessed on a scale ranging from Flawless to Included, where flaws are visible to the naked eye. The shape of the diamond may inform your decision here; clarity is important with emerald cut diamonds, for example, because their large, open table makes flaws more visible.
Cut might well be the most important of the 4Cs when it comes to determining the overall beauty and value of a diamond. Reflecting the skill of the craftsman, it’s the cut that gives a diamond its brilliance and sparkle – qualities that are noticeable even to the untrained eye.
Online, you can see how all four fit together. At Austen & Blake, you can select the different grades of cut, color, clarity and carat to see immediately how they impact the price. Other tips for buying diamond jewelry online include zooming into the product image to see the diamond up close and checking that the jeweler provides a diamond certificate for your peace of mind.
Check for certification & authenticity
When buying diamond jewelry online, certification is very important. A certified diamond means the stone has been independently evaluated by a recognized gemological lab. Here at Austen & Blake, we provide diamond certification for every diamond we sell.
The most used – and trusted – labs include: GIA (Gemological Institute of America), IGI (International Gemological Institute) and AGS (American Gem Society).
A diamond certification is an impartial summary of the authenticity of a diamond and the specifications, such as carat, clarity and cut, carried out by expert gemologists or diamond laboratories. This document is important as it reassures the purchaser that the diamond is as described by the seller.
We offer a free-of-charge certificate that’s issued by our in-house gemologist. This certificate displays carat weight, color, clarity of the diamonds, design number and diamond shapes (multi-stone options).
We recommend asking for a digital copy of the certificate. This allows you to cross-check the certificate number on the respective lab's website. A certificate not only authenticates the diamond but also protects your investment. Always choose retailers who clearly display certification information on their product pages. As your certificate provides invaluable security in the case of loss, trade or resale, it is important to keep this document safe.
Choose a trusted online jeweler
Not all online jewelers are created equal. To ensure a smooth shopping experience, choose a trusted online jewelry store with the following characteristics.
A secure website will offer peace of mind. Ensure the website uses HTTPS and encrypted payment gateways.
Take a look at verified customer reviews. Check independent platforms like Trustpilot or Google for honest feedback from real customers. Clear return and refund policies. You should be able to return the product if it doesn't meet expectations.
Also check the company has good customer support. A live chat function, an easy-to-find email or a dedicated phone number all show commitment to service. Also, explore if the retailer offers customization, free resizing or lifetime warranties – all signs of a reputable brand.
If possible, choose brands that offer virtual consultations where you can speak to diamond experts before purchasing too.
Set a budget & compare prices
It’s easy to get carried away when shopping for something as timeless as diamonds. But setting a realistic budget helps you narrow your options and avoid overpaying.
We recommend starting with what matters the most to you. Is it the size of the diamond? A certain color or gemstone? Use filters on online stores to compare similar styles within your budget. Don’t forget to account for taxes, shipping, resizing and insurance if needed.
Many online platforms often offer price comparison tools, so make full use of them to find the best deal without compromising on quality. When it comes to prices that are too good to be true, use your intuition. Researching similar styles from a variety of different brands will help you spot a suspiciously low price.
Read return, exchange & insurance policies
Before ordering, make sure you fully understand the seller’s return and exchange policies. Trustworthy online jewelers usually offer 30-day return windows, free returns or exchanges and full refunds on certified pieces.
Also, check if the purchase includes insurance or warranty coverage. For higher-value pieces, you might want to insure your diamond separately through a third-party provider.
Reading the fine print can save you from unnecessary stress if things don’t go as expected.
Before you click ‘Buy’
When you’re just about to click that button, take one last look…
A final thought
Buying diamond jewelry online can be a safe, convenient, and even enjoyable experience if done wisely. By understanding the 4Cs, checking certifications and choosing a trusted online jeweler, you can confidently purchase a piece that you'll love for a lifetime.
Always take your time to research, ask questions and never hesitate to seek expert advice if you’re unsure. Looking for certified diamond jewellery? Explore our latest arrivals.