It’d be easy to sell diamonds online, so why don’t we? It’s just not in the best interest of our customers, and here’s why.Every diamond in the world is unique and different, and a diamond’s ratings alone can’t possibly describe its beauty and brilliance. Professional diamond buyers know that two diamonds with identical ratings can look drastically different. One might be amazingly brilliant while another with the exact same rating could be as lifeless as an ice cube. That’s why a diamond is one of the worst possible items to buy sight unseen.The fact is, many online diamond companies don’t own their own diamonds—they’re simply looking at a grading report and often don’t actually see the diamonds they’ve sold before they’re shipped to the online buyer. How can you know what you’re buying if they don’t know what they’re selling?
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