Are you planning to buy jewelry online? Brands such as Dior, Bulgari, Piaget, and Cartier have already acknowledged the rise of online sales (particularly with regard to expressing brand value and accessing new markets), but the average consumer is faced with a staggering array of selections in terms of style and price points. You need to have at least a basic knowledge of the market before purchasing fine jewelry with only a picture for reference. In this blogpost we’re going to discuss several key points for buying fine jewelry online and also highlight a few things you need to avoid.

The first non-negotiable rule for anybody purchasing jewelry is trust

But as a consumer how do you determine whether a dealer is trustworthy? It is recommended that you spend enough time researching any seller before making a purchase. Ideally, your preferred seller should be a well-established name in the industry. If the jeweler has a brick and mortar store, even better, you know they are a legitimate business.

Buyers often have questions about products – which is why the seller needs to establish an effective communication channel as a way to answer questions and offer additional information on select products. Look for a website that has a published phone, and a physical address, be sure to confirm address 3rd party sites such as Yelp.com.

Should I expect a return policy?

If you purchase a product that fails to live up to its description, then you should ask for a refund. An accredited seller should be willing to take the return: if they don’t then it’s an indication that they don’t believe in their own products. Keep in mind that a piece of jewelry that looks appealing on a photo may not look as good when you wear it – so keep a close eye on the seller’s return policy.

Check out as many images as you can

The more images you see, the more informed you will be about the product. Since you’re not able to try on the jewelry (as you would in a physical store), then you must rely on the seller to provide pictures that show the item clearly from different angles. They should also show any imperfections or damage (worn shanks, bent prongs, scratched stones) and make an effort to highlight distinct qualities about each piece (including artist signatures, fineness or other design features).

5. Authentication, condition, and certification

Each product should have a detailed description that helps to simplify the buying process and gives more information on the photos. Each gemstone should be identified and proper measurements should be provided. If necessary, independent appraisals should be made available to support descriptions – and history should also be explained.

Insist on a transparent and thorough process of evaluation and check whether descriptions are backed up by professional appraisals and lab reports.

If you follow these tips, it will make it harder to be cheated so do your due diligence – and remember the more money you plan to spend, the more time and effort you should invest in the purchase.