Some have lower markups, some higher. Some have poor credit or low volume, so they pay more for the same diamonds and must charge more just to break even. Most stores have some combination of these situations, creating a wide range of prices for the same quality diamonds. The best proof of this is found on the Internet. If you search several different sites, you might find the exact same diamond listed by different companies.
Many sites access the same national inventory from a common database.
You will find that each store offers that diamond at a different price. If you want to know the best places to buy, read our independent Dealer Ratings . If the price from PriceFinder is close, it's a good deal. If you know your budget and the exact quality of diamond you want, our SizeFinder calculator will tell you what size of diamond you can afford. This will help narrow your search and save time.