How To Purchase A Diamond Ring

Published on 03/08/11

There are few things as confusing to buy as a diamond.
Most people don't shop for one more than once or twice in their lives, so they don't know what a reasonable price is. They're often S.W.I.L. (Shopping While In Love). They are intimidated by jargon tossed around the jewelry store, such as “very slightly included.”
And they're inundated by industry admonitions that if they don't plunk down three months' salary for an engagement ring, they're not really in love.
“Most guys get overwhelmed, and they just put down their money, grab the first ring they see and run out,” said John Baird, spokesman for online diamond seller Blue Nile Inc. “You would never do that when you're buying a car.”
Here's how to buy a diamond: