Diamond reviews: Are they worth trust?

By Devorah Isenberg, Wednesday, December 14, 2011 4:53 AM

Clicks or bricks? That is the question diamond buyers have started asking themselves. For many years, despite the success of internet retail in general, customers were wary of buying diamonds online without seeing and touching them first. But more recently, savvy diamond shoppers have realized that online retailers can often offer better deals and a wider selection than comparable bricks-and-mortars shops. Because Internet-based sellers do not have the costs of operating a physical store, they can offer the same diamonds at better prices, and can often stock a far wider variety of stones and settings than a bricks-and-mortar location. However, success in online diamond buying is ultimately based on the reputability of the diamond seller—something that can be difficult for the average first-time buyer to discern.

Enter crowdsourcing. For years, customers have been using the wisdom of the crowds to help them make online shopping decisions, with everything from reviews of local grocery stores to a description of the fit of a particular pair of shoes now available online. Diamond reviews have stepped up to help the would-be diamond shopper find the right Internet retailer to meet her needs. Sites like Yelp.com provide an organized way for consumers to share their experiences and rank local businesses, and this tool has proved invaluable to those looking for reliable diamond reviews. Unlike groceries, most people don’t purchase diamonds often, so when they do, they want to be able to rely on the experiences of those who came before them to choose the right retailer, be it bricks-and-mortar or online.

Brand reviews are even more crucial when it comes to the Web. Without a physical store or face-to-face interaction with a sales representative, customers can feel even more unsure of their diamond purchase with an Internet retailer. But with sites like iVouch.com specifically addressing the concerns of the e-shopper, would-be online diamond buyers can rest assured that they are purchasing from a company worthy of their trust. Any company can design a flashy website and splash it with dazzling pictures of beautiful diamond jewelry—reviews will help you determine which company actually has helpful, knowledgeable human beings and fair customer policies standing behind that website. And while it is a general truth about consumer review sites that irate customers are much more likely to post a review than happy ones, luckily, the diamond business is a bit of an exception to this rule. Because the purchase of a diamond or diamond jewelry is a pretty major even in most people’s lives, they are more likely to take the time to review and rate their jeweler.

Once you sort through the reviews and select your online diamond jeweler , you will be well on your way to purchasing your very own diamond on the Internet. And once that stunning sparkler arrives in the mail, you may find yourself inclined to pass on the wisdom of the crowd with your own review. After all, word of mouth just got a whole lot louder.