When it comes to jewelry shopping, if a deal seems too good to be true, it probably is. But even for legitimate-looking websites, you can sometimes be left feeling a little unsure. All our experts agree, the best piece of advice here is to do your research. “I love this question because the number of online jewelers seems to grow every day,” says Cullinane. “It can be very confusing for shoppers to know who to trust. When it comes to knowing if a company is legitimate, unfortunately, some sleuthing is required. Check reviews, but don't stop there. If a company has 10,000 five-star reviews all from the past month and zero social media presence, proceed with caution.”
Both Wegman and Akhavi also stress the importance of GIA certifications. “Diamond certification shows that the stone in question has gone through a grading process that considers the 4Cs and determines its value,” explains Akhavi, “whether lab-grown or mined.” According to Ghanimian, if a brand has brick-and-mortar locations, as opposed to being online only, that is also a good sign. Essentially, it all comes down to taking your time to dig around to learn what you can about a brand. “Look for strong online reviews that mention high quality products, excellent service, certified diamonds, and policies in place to give you comfort around your purchase such as free shipping, free returns and a 30-day guarantee,” advises Money.