Decide if color is the main critical factor to you, or clarity, or cut, or size. Know the market prices. Buy from reputable source. Do not hesitate to ask for how long has this diamond company been in business and what credentials it has. Negotiate the Price.
Most retailers dramatically increase prices.
Never pay the sticker price unless you are sure they are already giving you the fair price. Get Independent Opinion. Always insist that the final sale be contingent upon the opinion of an independent accredited appraiser. All rights reserved.