Online buyers were told to consider the cut of the diamond when buying a solitaire or cluster ring, looking for a gemstone that is neither too shallow nor too deep.
A fine, well-cut diamond should "reflect the light magnificently" when held up to the light, it is pointed out, with online shoppers advised to ask questions about this.
"Each has its own unique brilliance," the blog post asserts.
In related news, the National Enquirer reported recently that Matthew McConaughey wants his partner Camila Alves to have a bespoke diamond ring for their rumored engagement.