To be successful in your diamond search, here is the first and most important rule you need to know:
It is not WHAT you know, but WHO you know
A determined, dishonest jeweler will usually find a way to fool you no matter how much you think you may know. On the other hand, an honest, established jeweler will give you a good deal no matter how little you know, because they know the value of building a long-term business based on enthusiastic customers that tell their friends. They do whatever they can to gain your trust and confidence, because it's in their best interest to have a strong, positive reputation in their community. They want your business for life, not just for one purchase.
A common mistake is to shop around for a specific diamond at a specific price, before selecting a jeweler. The fact is, most jewelers have access to the same loose diamond inventory from the national wholesalers, so in fact nearly any jeweler can get you the diamond of your dreams. The difference is in the jeweler!
When you find a jeweler that can answer a definite "yes" to these questions, there's a good chance you have found a respected diamond specialist. Such stores tend to have the best service and integrity.
In contrast, if you're looking for top-quality diamond jewelry, here are the top 6 signs of a jeweler to avoid.
Remember, your first job in your search is to find a skilled diamond specialist you can rely on to honestly tell you what they see with their experienced eyes. If you select a true diamond professional first, they will be the best qualified to help you find your ideal diamond. A true diamond expert will describe what they see, in your own terms. Since they look at so many diamonds every day, their eye is better trained to know a good stone when they see one.
Find an expert to trust, then rely on their judgement to guide you in finding your dream diamond.