There are various online jewelry stores to choose from. Some are great, while others are not so great. Both have one extreme risk for consumers: you cannot see the merchandise. How is a customer supposed to buy a diamond bracelet or ring on the strength of just one or two pictures? It is impossible to determine the diamonds’ flaws or authenticity. Another con of purchasing online is not being able to compare diamonds side-by-side. If you journey to your neighborhood or downtown jewelry store, you can compare the diamonds side-by-side and check to see if they’re real. You can see the actual jewelry and check for flaws or special characteristics.
Purchasing at a brick and mortar business has a downside as well. The cost of running a brick and mortar business is usually higher than an online business. Because tangible businesses have to pay high prices for overhead and high inventory, stores tend to raise prices significantly. Finding great deals on jewelry such as that special diamond bracelet are commonplace online. This is because inventory and other costs associated with “regular” businesses do not apply. A markup on merchandise will not be necessary. So, because an item is cheaper online, it is not an inferior product. It just may be the “real” price of the item.
Another great plus of purchasing online is the speed of the purchase. There are no crowds to fight, unlike shopping in person. If you are in a store, you may have to wait for several minutes before a salesperson will assist you. With just the click of a mouse, you are on your way to owning that beautiful diamond bracelet that you’ve had your eye on for months. You don’t need to wait for assistance. Not having assistance when you purchase your item has a downside. At least a salesperson can be a helpful guide for you in a store. If there is no one to guide you through your purchase, you may buy an item that is not necessarily right for you. When you are in a store, a salesperson may work on commission, so they may try to unload inferior jewelry in order to get rid of the stock and make a sale. Conclusion: a salesperson can be great or your worst nightmare in either scenario.
Okay, you have purchased your diamond bracelet online at great speed, but how or when will it come to your home? The bigger question is will it reach your home. The item may be lost or stolen during the shipping process. At least with shopping in stores you usually leave with your purchase in hand.
There are various sources in which to buy diamonds in person, not just in traditional jewelry stores. Auctions, unclaimed warehouses, and estate sales are just a few of the places that you can find coveted pieces of jewelry. Be careful when purchasing at some of these places, they may not have a certificate of authenticity available with the product.
When purchasing in person, you have the benefit of developing a rapport with the business itself, but the same can be said for many online businesses as well.
Buying online is the wave of the present and future. There will always be a risk, however, when buying diamonds (or anything else) online because no government or security faction currently regulates the World Wide Web. There are also risks when purchasing your dream piece of jewelry at a tangible site as well. While these risks differ, they all provide hesitation for the potential customer.
By Michelle Presbury