How to Spot Quality Jewelry Online: A Quick Guide to Making Safe Online Jewelry Purchases
According to JCK, a leading jewelry industry publication, online jewelry shopping has increased dramatically as of 2023.
A poll found that more than 60% of those surveyed purchased at least one piece of jewelry via an online jewelry store in the last year. What are these shoppers’ reasoning? The majority said they chose to shop with online jewelry stores for convenience. At the same time, other reasons cited included the greater number of options, the opportunity to compare prices, and lower overall prices.
However, even though you’ll discover many benefits when you buy jewelry online, that doesn’t mean it’s always a straightforward process. You must learn how to spot quality jewelry online to avoid scams or poor purchasing decisions.
Here’s everything you need to know.
What You Will Learn
Step #1: Do Your Research
Before you purchase any jewelry pieces online, research the best place to buy quality jewelry online.
As JCK reported in the linked article above, many online jewelry shoppers prefer shopping with an online store associated with jewelry brands they already know, whether a retail jewelry store or a designer brand. These are undoubtedly safe options.
However, it’s the world of online shopping. You have far more options than just the standard retail jewelry store brands you may have seen in your shopping mall in years past.
An array of options has popped up for purchasing jewelry online, with online retailers’ specialties ranging from lab-grown diamonds to budget-friendly fine jewelry. You can even buy jewelry from an independent designer or jewelry maker via platforms like Etsy.
Whatever online store you’re considering buying from, though, make sure to check the following:
- The reviews
- The return policy
- The certification and appraisals available
Ideally, you’d choose an online store with ample positive reviews, a generous return policy, and certifications and appraisals from reputable third parties. If you can find this, it is safe to assume that the piece you order is a genuine piece of quality jewelry.
Step #2: Do Your Research Part II
You don’t only need to research the jewelry store you’re considering buying from. You should also research the type of jewelry you want to buy to more easily differentiate between high-quality pieces and demi-fine jewelry (demi-fine jewelry intentionally looks like fine jewelry but often contains less valuable materials to lower the piece’s price).
Know the precious metals you want to buy and some of the popular terminology surrounding them.
For example, suppose you want a solid gold piece. In that case, you need to understand that if a seller tries to pass off a piece as solid gold but then uses terms like “gold filled” or “gold plated,” they’re not really selling you a fully gold piece.
Likewise, learn to understand the differences between precious and semi-precious gemstones and the various factors that go into their pricing. Learning the 4 Cs that apply to natural diamonds is a great place to start.
Step #3: Ask Questions
When buying a piece of jewelry online, don’t be afraid to ask questions.
If you’re working with an independent seller, ask them to send you extra photographs or even videos if necessary. Ask for detailed documentation for the piece and if they can provide an appraisal.
If working with a more prominent brand, still be sure to ask any lingering questions you might have about return policies, shipping insurance, and more.
Signs That an Online Jewelry Store is Not Legitimate
When searching an online jewelry store’s website, look for a few immediate red flags when buying quality jewelry online.
It’s a red flag if the website:
- Doesn’t list a way for you to contact the brand
- Is filled with grammatical and spelling errors
- Does not offer professional photography of products, or the photography looks AI-generated
- Does not list any authorized affiliation with designer brands they’re selling
It’s also worth doing a quick Google search of a seller before placing an order. Another red flag is that the seller’s only online presence is on their shop site. You should be able to find a physical location for the business, reviews elsewhere, social media pages, and more.
How to Spot Quality Jewelry Online FAQs
What are the Best Online Jewelry Stores?
Many agree that the best online jewelry stores are those helmed by reputable jewelry brands you already know and love (like Jared, Pandora, or Cartier). However, other favorites, such as Blue Nile and Brilliant Earth, have built large online followings in recent years.
Should You Buy Engagement Rings Online?
Because a timeless engagement ring is a personal purchase, buying it in person is often best. Seeing your potential purchase in person allows for a more straightforward return process or resizing services if the ring isn’t your future fiancé’s perfect fit. However, suppose you’re willing to overlook these benefits. In that case, buying an engagement ring online is more affordable and convenient than shopping in-store.
What are the Risks of Buying Jewelry Online?
While buying jewelry online has many pros, it can also be risky if you don’t do your research and ensure you’re buying from a reputable brand or seller. You could think you’re buying sterling silver or yellow gold when, in reality, you’re buying costume jewelry that’s nothing more than painted plastic.
How Do You Tell an Online Jewelry Seller is Reputable?
Look at their website, reviews, return and exchange policies, social media followings, and presence elsewhere on the web. A reputable seller will have nothing to hide, and finding ample information should be no issue.
What Should You Ask Before Buying Jewelry Online?
Ask for any documentation authenticating, appraising, or grading the jewelry. Likewise, ask about return and exchange policies and shipping practices.
After Your Jewelry Arrives Home, Protect It
Once you have that perfect, high-quality piece of safe and sound jewelry at home, ensure you protect it with the right specialized jewelry insurance.
BriteCo’s comprehensive jewelry coverage ensures all your precious pieces are safe under an array of unfortunate circumstances from when the jewelry arrives on your doorstep. Learn more and get your specialized jewelry insurance quote today.
Need more shopping tips and jewelry-buying help? Check out the BriteCo blog.
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