Engagement Rings -- Avoid the Online Scams | Ira Weissman

More and more people are beginning to realize that the easiest way to get the most value when purchasing a diamond is to do so online. The reason is simple -- brick-and-mortar jewelry stores need to own inventory. Diamonds are expensive, so even owning a relatively modest inventory can cost millions of dollars. Borrowing the money needed to make that kind of investment can be very pricey, and the way these stores offset that expense is to sell those diamonds at a high enough profit margin. This is how the diamond business has always operated.

Enter the Internet