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How to Buy a Diamond Ring Online

How to Buy a Diamond Ring Online

So you want to buy a diamond ring, but is it really possible to buy one online? Obviously, our answer is ‘yes’. But we understand why you might have some hesitation.

A diamond engagement ring is a major purchase. It also has a lot of sentimental value. How is it possible to buy a ring without seeing it first? And how can you be sure that your ring will not only be beautiful to look at but also beautifully crafted from the finest materials that are made to last?

Not too long ago if you wanted to buy a diamond ring you’d most likely walk into a high street jewellers and choose from the selection they had on display. Now, as with everything else, buying on-line gives you more choice and more freedom. You don’t have to just buy whatever diamond ring you’re offered. In fact, you don’t have to ‘buy’ a ring at all. Instead you can commission one, much like you might commission a painting from an artist.

You can choose from hundreds of different setting styles or design your own. You can even choose the exact diamond – from thousands available (in our case, over 150,000). And the ring you get will be made especially for you.

Yet all that choice can be bewildering for a first-time buyer. That’s why we've put together this simple guide to buying a diamond ring on-line which will hopefully help things go more smoothly. But first, this:

Five Good Reasons to Buy an Engagement Ring On-line

In case you’re wondering if it’s even worth it, here are our top five reasons why buying diamond jewellery on-line is a good idea:

  1. You save money

    Everything is cheaper on the internet. Even diamonds. By saving up to 70% off high street prices, you can afford to buy a ring that really takes your breath away.
  2. You know exactly what you’re getting

    When you buy a diamond online you get to know the most intimate details about it. Not just how much it weighs (how many carats), but the size and location of its flaws, the width of its girdle and even (ah!) whether it has a culet on its bottom.
  3. You get a huge choice

    Unlike high street jewellery stores which are restricted by space, on-line jewellers can offer a greater selection of diamonds and settings from a much larger pool of suppliers. You’ll literally find every type and design of diamond ring on-line, which means it’s much easier to buy one you really, really love.

  4. You can take your time

    Not only can you browse on-line at your leisure (without a sales assistant hovering over you), you can also browse at 3am if you want to. Try that in the high street and – well, we've all seen the headlines. ;-)

  5. You get to express your true self

    When you buy on-line, you can create a ring that expresses exactly who you are (or who your loved one is). Want that engagement ring but with a marquise stone instead of a round one? Want it in platinum – no, gold? Want to design the ring yourself? You can have it all.

Three Simple Steps to Buying a Diamond Ring on the Internet

Now you know the merits of buying on-line, here’s how to do it:

  1. Know what you want, AKA do your research.

    Because there’s so much choice on-line, it’s all too easy to get distracted by a sparkly bargain. Next thing you know you’re stuck with a bright pink heart-shaped halo solitaire that isn't really you.

    Before you buy, window-shop first to work out what styles catch your eye. What shape diamonds do you prefer? What about metal colour and setting style? Save photos of rings you like.

    This is also the time to set your budget so you don’t get any nasty surprises on your credit card bill (ouch!)

  2. Choose the diamond

    So you know what shape you want, and your budget. Now you can search for diamonds to suit. When you do, you’ll suddenly be confronted with lots of statistics – measurements, grades, ratios, etc. But don’t panic.

    Read up on the Four C’s (cut, colour, clarity and carat weight) to get an idea of what it all means. The least you need to know is how to compare diamonds, e.g. is a VS1 clarity stone better than a SI1? (Answer: it is.)

    If in doubt, use our unique DiamondScore which takes all those pesky stats and turns them into a nice, simple mark out of 10. The higher the score, the better the diamond. Easy as pie.

  3. Choose the setting

    If choosing a diamond was easy, then choosing a setting should be an absolute breeze. 

    If you already know what metal you want (which you should if you did Step 1 properly!) you can browse settings to find one in a style you like. And if nothing you see is quite right, you can get us to make a setting to your exact

After that, it’s just a case of waiting for your personally selected, hand-crafted, most perfect ring in the world to arrive. Which, really, is the hardest part.


If you wish to learn more about our Bespoke services, click here.

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