Stats and Information


  • . 92% of engagement rings are purchased in traditional jewelry stores.
  • . Internet diamond sites have an average of 55% return rates.
  • . 98% of consumers when asked, knew nothing about additional significant characteristics that GIA does not evaluate or disclose on certifications.
  • . 85% of consumers said their decision on which diamond to buy was based on physically comparing diamonds side by side, and was not based on the certification alone.
  • . 97% of online diamond retailers have never physically seen the diamond that they are selling or are able to evaluate high-level characteristics of that diamond.
  • . 99% of gemologist surveyed said it would be impossible to appraise a diamond without physically seeing it first.
  • . Approximately 50% of traditional retailers actually own their inventories, the rest are consigned.
  • . The “Pick of the Litter” Diamonds (about 75%) are purchased by dealers and wholesalers. The rest are uploaded to on-line sites and are sold as “bluff” certified diamonds (diamond with issues).
  • . 95% of consumers that shopped based on price and certification only, did not buy a “prettier diamond”.
  • . 98% of industry experts agreed that the biggest advantage of buying from a trusted jeweler was the guidance and education they received; which ultimately lead to buying a “better diamond”.
  • . Customer quote …”The price looked better on the web, but the diamond was not better.”
  • . 95% of the time, when the cheaper priced diamond on the internet was compared to a “marketable diamond”, the latter was actually a better value and investment.
  • . It is almost impossible for large chain retailers to compete in the new transparent world of Low Margin disruptive pricing.
  • . When retailers offer long-term financing up to five years the cost to retailers is up to 20% of transactions.