Most consumers pride themselves on their knowledge of products. We can easily spot a shiny piece of glass from a diamond, but as prices for diamonds increase, the “knock offs” are becoming harder and harder to spot.

When buying  a diamond from a reputable merchant, ask questions and hesitate if the price is too good to be true. Some merchants will honestly tell you if what they are selling you is a dud – they may however use nicer language. Some however, may not be as honest but you will become weary when the price of the ring has a large discount or the merchant tries to convince you to purchase the ring with special bargains. Real diamonds hold their value and their price is reflective of this, even if they are on sale.