How to Buy Jewellery Online

Buying jewellery  online is a great way to save a ton of cash, but not if you don't know how to spot the quality goods.  When it comes to buying diamonds ,gemstones  and gold , you need to know your carats from the karats.  In fact, arming yourself with knowledge about the products you seek is the best way to ensure that you'll get what you pay for.  Check out this guide for some more handy tips.

Quick Tips

  • Warranties, Guarantees and Everything in Between. Jewellery is a major investment. Some pieces may even require that you go on a payment plan rather than pay in one lump sum. For a purchase as important as this, you want to make sure that you're familiar with all the paperwork that tells you how long the piece should last, how to clean it properly, how securely it will be shipped and how and where to return it if you so desire.
  • Know Your Audience. If you're buying a piece of jewellery for someone else, you should be familiar with what he or she likes. From colour and metal preference to size of the stones, you want to avoid making a big purchase that someone will pretend to like but never wear. What a waste of your hard earned money.
  • Size Matters. Before you purchase any piece of jewellery, you should be familiar with the way in which pieces are sized. It may be more difficult to get rings  adjusted as opposed to simply adding a few extra links to a necklace , but all of it can require added effort if you don't do your research first.
  • Be Specific. If you just type the word "jewellery" into your search engine, you're going to be drowning in a sea of everything from cheap costume  goods to pricey Cartier pieces. Narrow down your search from the beginning. Instead of "bracelets ," try "antique silver bracelets ." Instead of "necklace," how about "sapphire pendants "?
  • Stick to What You Know. Many popular jewellery manufacturers, like Tiffany and Blue Nile, have online sites for purchase as well. If you're unsure about the retailers on the web, stick to the names you know. Even if you want to purchase jewellery from a discount site like, choose one you've worked with before or one that's had a lot of good recommendations.
  • Get the Details. Before you purchase any piece online, try to find out all the relevant details by looking at the images up close for certain markings, or calling a FAQ hotline. Make sure that when you purchase the item, the retailer guarantees that the sales receipt will note those details--from gem size and weight to the full grading report from the lab.

Major Manufacturers

As we've said, sticking to a familiar brand is best when buying jewellery, particularly if you're buying it online.  Name brands have gained a reputation for selling quality products in a timely manner, with easy options for shipping and returns.  Here are a few of the brands worth browsing, all at different price points:

Related Guides

Need more information on how to buy specific pieces?  We've got the guides that will dazzle you.

Diamond Buying Guide


Pearl Buying Guide

Jewellery on Any Budget

Engagement Rings