Erica's Fine Jewelry

4623 75th Street Kenosha, WI 53142

P: (262) 605-9229

Store Hours: Mon: 10am - 5pm Tue-Fri: 10am - 6pm Sat: 10am - 5pm

Buying Diamonds Online

At the wholesale level, diamonds are still purchased by professional diamond buyers looking at each stone with their eyes. There’s a reason for this. It’s the only way to truly know what you’re getting.

Meanwhile, every day, on the retail side of this equation, you’ll find wide-eyed and hopeful diamond shoppers eagerly spending their hard earned money—before they’ve even seen, (or, heaven forbid, the non-beauty) that came from the earth.

Imagine if you would for a moment your response to the following line of conversation if it happened to you. Let’s say you walk into a jewelry store and say to the person behind the counter; “Hi, I‘d like very much to see a 1.00 carat round diamond”. The person behind the counter smiles and says, “ that’s absolutely no problem. Please give me your credit card, I’ll just charge $6000 against your account and when you come back in three to five days I’ll show you your diamond.”

Sounds crazy right? Well, that’s exactly what happens every day on the Internet.

The common wisdom most online diamond merchants would have their customers believe is that diamonds are nothing more than a commodity. They assert diamonds are nothing more than a common element that can be easily graded and evaluated using the “4C’s” method of carat weight, cut, color and clarity. Thus, all an online shopper has to do is look at the merchant’s Website, select the best-specifications they can find on a diamond at the price point they want to pay and click buy it now. Then, three to five days later, they get to see what they bought.

But it doesn’t work like that—no two diamonds are the same.

Two descriptions on paper can be absolutely identical. Yet the stones they describe can look as different to the eye as night and day. This is why you can do a Web search on a 1.00 carat round brilliant cut diamond with H color and SI1 clarity, with an excellent cut and you’ll find a plethora of stones with prices ranging from $4900 to $6900.

Okay, you say, that one’s easy. You just buy the most expensive one—it will be the best. No, it doesn’t work that way either.

Each and every diamond you’ll ever see is as unique as two snowflakes. When you buy online, what you’re really buying is a piece of paper certifying your diamond purchase falls within a certain set of parameters. But that certification has very little bearing on how the diamond will actually look on your loved ones’ finger.

It is our job at Erica’s Fine Jewelry to educate you while we help you find the perfect diamond. We take the time to completely explain the 4 C’s and why each one of these categories affects the price per carat. With our personal approach, we find out what is important to you so we can then help you select your ideal diamond from a selection of diamonds, rather than just one you’ve never laid eyes on. You will personally examine it with all of the proper aids professionals use to supplement your natural eyes.

Further, it’s entirely risk free. The prices here in our store are very competitive to those you’ll find for the largely un-quantified stones you’ll find on the Internet.

Before you get roped into the questionable idea of shopping for a diamond online, visit Erica’s Fine Jewelry. We guarantee you both an education and a highly pleasurable shopping experience you will never forget. Apples to apples, diamond for diamond, no one will sell you a comparable diamond for less. We don’t buy a diamond before we see it, and neither should you.