When shopping for jewelry, the Internet is an ideal educational resource to arm yourself with the knowledge you’ll need to make an informed purchase. However, when it comes to buying such an emotionally and financially valuable item as jewelry – especially a diamond – it’s always better and safer to buy from a trusted, established “brick-and-mortar” jeweler than an Internet retailer. Here are some of the reasons why:

See and touch the merchandise. Whether you're buying jewelry for yourself or as a gift for a loved one, it's important to see the actual item, hold it in your hands, look at the quality, try it on to see if it fits comfortably, or see it on a salesperson to visualize how it will look on your special someone. Only a physical jewelry store can satisfy these needs.Talk to an expert. At a jewelry store, you can interact with a live, trained salesperson, who can answer any questions you may have about jewelry, gemstones, store policies, in-store specials, customer service options, etc.

Also, a salesperson can guide you to the right item if you aren't sure what to buy as a gift – and can help you determine what looks best on you if you're buying something for yourself. It's a matter of trust. While most Internet retailers run legitimate businesses, the Internet, unfortunately, is rife with scams. It's hard to know whom you can trust when the entire shopping experience occurs in cyberspace.

While most Internet sites have only been around for a few years and have unclear points of origin, we've had to earn our long-standing reputation – living and working in your community. When you buy from a reputable jewelry store, you have the added confidence of dealing with a mechant with a proven track record; a company known to stand behind its merchandise with an iron-clad warranty; a firm that will offer you extra services, such as repairs and custom design, trade-up policies and free jewelry cleaning and inspections; and a local retailer who wants to be your family's personal jeweler.

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