Why You Should Not Buy Diamonds Online

Let’s start with a question. What should a one carat J in color, and SI1in clarity round diamond cost?

If you check the internet, there is no consistency. You will find the prices range from $3,500 up to $6,500 for the same weight, cut, color and clarity of diamond.

Diamond Price Differences | Luisa Graff Jewelers Colorado Springs
You can see the lowest and highest prices highlighted.

So, the next question is, why?

The truth is that you get what you pay for in a diamond. A starting price would reflect a minimum charge of $3,500 but this diamond may not be a true J or SI1. Do not buy a diamond sight unseen from a "Wholesale Database Seller" - one of the sites with 10,000 diamonds. They don't own the diamond, so the sellers themselves have no idea what it looks like. Saving money in that manner might not get you a very desirable diamond. It will NOT be anything close to the true J SI1 diamond. This is true for all grades, especially from the Gemological Institute of America (GIA). GIA in the United States is a non-profit organization where the GIA in India is a for profit business. GIA is not required to disclose where their diamond was graded. Ninety percent of their mis-graded diamonds are found online. When a for-profit company like GIA India grades a diamond, they are paid to give the highest grade possible. However, GIA in the United States will utilize subjectivity and scrutiny to give a diamond their true opinion of the grade. Therefore, you find such a difference in prices from diamonds with the same exact grades from GIA, online or at a big-box store. More and more people are beginning to realize that purchasing a diamond online or in a big-box store is not the way to go. The grading system is very subjective, and the diamonds need to be seen in-person before purchasing.

Similar Diamond Comparison | Luisa Graff Jewelers Colorado Springs
Both diamonds are graded the same, yet the lower diamond has a large visible inclusion in the image.

Improper Diamond Grade | Luisa Graff Jewelers Colorado Springs
A true SI1 diamond should not have any visible inclusion.

Luisa Graff is a master graduate gemologist who teaches gemology through the Jewelers Education Foundation and has been asked to be a speaker on many occasions for this specific reason. Luisa Graff Jewelers grades all their diamonds personally in Colorado Springs. Luisa Graff Jewelers is a direct diamond importer from the diamond mines. Luisa Graff Jewelers has the authority to grade our diamonds per our education, reputation, and high-ranking gemological degrees and certifications. We own all our diamonds and have every category, including alternatives such as created diamonds and moissanite to reach anyone’s specific price point and grade requirements. Give us a call or come into our award-winning showroom in Colorado Springs and speak with our team. There is a reason why we have won Best Of The Springs for 20 years in a row! Our award-winning team can help and educate you about the grading system and show you why you will want to buy a Luisa Graff diamond over any other. Come see our beautiful selection of diamond jewelry including engagement rings, bracelets, earrings and more!

View Our Diamond Guide | Luisa Graff Jewelers Colorado Springs