Is it Possible to Buy a Diamond Online Without Seeing It?

Online or in store? There are many benefits to being able to peruse diamond rings at leisure from the comfort of your own home. You won't be bombarded with technical sales jargon from pushy sa

les assistants, and you'll generally find a far wider selection than any jewellery shop can ever offer. On the flip side, however, is the question of quality.   Some of the more cautious consumers advise against shopping online because you cannot ascertain the quality of a diamond from images alone. So, is it possible to buy a diamond online, and get exactly what you think you're paying for?

GIA Certification: The Mark of Authenticity and Quality

The Gemological Institute of America (GIA) is one of the world's foremost authorities for diamond testing, grading and certification, allowing consumers to buy with peace of mind without needing to inspect a diamond beforehand. The GIA measures and quantifies the beauty of a diamond by examining it against a set of recognised parameters for grading. If a stone emits poor brilliance, fire or scintillation, it will be graded accordingly, no matter how good its technical specifications about cut, colour or clarity may be. GIA certification contains a wealth of information pertaining to the beauty, quality and grade of a diamond, and since the reports are so detailed, many merchants and suppliers often trade based on this information, without ever inspecting a single stone.

Controlled Lighting Conditions

At England Diamond, we believe the GIA is the most reliable authority when it comes to determining the quality of a diamond. This is because all diamonds certified by the GIA undergo rigorous laboratory assessments prior to final grading. Assessments are carried out under strictly controlled lighting conditions, which unlike the lighting set-up of retail stores, does not exaggerate the stone's appearance in terms of whiteness, brightness and naturally occurring inclusions. The angles by which diamonds are assessed are predefined, allowing for graders to make an accurate judgement based on scientifically proven guidelines.

In retail environments, the aesthetic performance of diamonds can differ depending on the lighting conditions. LED lighting may make the stone appear whiter and brighter than it is, inducing an artificial fire or scintillation not present in daylight conditions. Conversely, some shops may have a more purposeful lighting set-up, often brighter than necessary to conceal poor colour quality and obvious inclusions.

A Informed Approach to Diamond Retail

England Diamond is dedicated to making your purchasing experience a seamless and positive one. We do this by offering comprehensive specifications for all loose diamonds and diamond jewellery, providing you with enough data to make an informed decision from the comfort of your own home. Our specifications are compiled from information within each GIA report, a copy of which may be openly reviewed by customers online. We also commit ourselves to inspecting each and every diamond prior to shipping to ensure it matches the information provided within GIA’s guidelines, so you can be assured of its quality and authenticity.  

Before you make an expensive decision, why not do a little homework? Our comprehensive Know your Diamond and How to Buy a Diamond sections contain all the information you'll need to make an informed purchase, and will give you the peace of mind that you've made the right decision.