Comprehensive Guide To Buying Luxury Jewellery Online

We no longer live in an era when buying jewellery means investing countless hours at a jewellery store, looking at the limited options available. Thanks to the numerous online shopping portals that have made acquiring luxury jewellery a breeze. You have a greater selection, and the convenience of shopping from home has made it even more lucrative.

But how do we determine the legitimacy of the diamond necklace or the gold ring through a screen? Or what if you didn’t receive what you ordered? Buying fine jewellery online is much more than just ticking what shines the most! It requires in-depth knowledge and careful consideration to ensure a safe, secure and satisfying shopping experience.

This comprehensive guide aims to give you the insights you need to make an informed decision when buying luxury jewellery online.

9 expert tips on buying jewellery online


1. Certification 

Since you’re buying jewellery from an online company, it’s important to determine their authenticity. One of the best ways a jewellery website can earn customers' trust is by becoming certified. The certification shows that the seller has met the quality standards and is verified by a third party. This instils trust in customers that they can count on you to receive genuine products.

  • Jewellery certifications are granted by regulatory bodies like:
  • GIA (Gemological Institute of America)
  • IRV (Institute of Registered Valuers)
  • RJC (Responsible Jewellery Council)
  • BBB (Better Business Bureau)
  • AGS (American Gem Society)
  • NAJ (National Association of Jewellers)

2. Return Policy

It’s imperative that you understand the seller’s return policy because nobody wants to take the chance of investing a substantial amount on an item they might not even love. What if the piece of jewellery you bought doesn’t fit right or doesn’t meet your expectations? You should at least be able to return it to the respective seller.

A credible online jewellery store will ensure a hassle-free return policy with a 100% money-back guarantee. Moreover, a reputed store will offer warranties on their items so you can trust their product quality. If the platform fails to list these policies, move on.

3. Security & Privacy 

Shopping for luxury jewellery is an investment, so it’s essential to consider the security and trustworthiness of the dealer. Reputed sellers have security measures in check to safeguard your personal and financial information. Start by doing your research and only purchase from trustworthy sellers.

Lookout for these signs to ensure that the jewellery vendor’s website is safe and secure:

  • Encryption – A secure website is always encrypted, meaning its data is protected. An encrypted website has a padlock symbol next to the URL, or the URL starts with ‘https://’.
  • Security Seals – If the website has a small security badge at the bottom corner, it guarantees trustworthiness. It is likely the logo of a third-party security company.
  • Secure Payment – One of the most important considerations is the payment getaway system. Does the website only allow payment with a debit card? If yes, empty your cart right away! A legitimate online vendor will offer other secure payment getaways like PayPal, credit cards and other verified sources.

4. Get In Touch

A genuine website will always provide accurate information so customers can easily get in touch. Check if the website provides multiple points of contact, including:
  • Emails
  • Physical Address
  • Phone Numbers
  • Customer Support Chats

5. Analyse The Website 


Scammers have realised that the easiest standard to fake is to build a trustworthy website, but it is still important to analyse. A genuine jewellery website will be easily searchable, and readable, and offer real contact information. Here are some of the ‘green signs’ to look for:

  • No grammatical mistakes
  • Legible writing
  • Multiple images of each product
  • Professional layout & images
  • A privacy policy
  • An ‘About Us’ page stating the company’s history

6. Reviews

Surely, reviews aren’t everything, but they help you get an overview of how the seller operates. Check reviews on the vendor’s website or other platforms like Trustpilot and Google. Beware of websites that have the following:
  • No review section
  • Exceedingly glowing reviews
  • Bad reviews/stars on maximum products
  • Reviews from a string of letters/numbers

7. Check Your Size

It’s a general misconception that in jewellery, one size fits all. Rings come in various sizes, so do bracelets and chains. It can be small, medium or large. It’s essential to consider the size of your jewellery to ensure that the item fits and suits you. Don’t assume by looking at the image; read the description to get a clear idea.THE 4 C’s

Buying jewellery with precious gemstones? Don’t forget to consider the 4 C’s – Cut, Colour, Carat and Clarity. Founded by GIA (Gemological Institute of America), the 4 C’s help evaluate the quality of diamonds and other gemstones. A reputable jeweller will always provide the notes for each piece.

Additionally, precious metals have quality ratings. For instance, solid gold ranges from zero carats to 24. The carats measure how much part of the metal is gold, with 24ct symbolising 100% gold.

8. Compare Prices

Pricing is a valuable factor when purchasing jewellery online. Prices that are too low may seem too good to be true, and prices too high aren’t worth it. So, do your research and compare prices with other jewellery websites to ensure you’re getting a fair deal.

Remember, luxury jewellery is not a bargain deal. As the pieces are adorned with precious gemstones and crafted from high-value metals, it is obvious that it will be worth the cost. However, a scammer may lure you with low prices. So, don’t forget to check and compare prices across different online platforms to get the best deal.

9. Buy Pre-Owned Jewellery Online

Buying pre-owned jewellery has also gained newfound prominence, catering to aesthetic desires and friendly price points. It is a smart and cost-effective way to acquire something stunning without breaking the bank. Whether you’re looking for a unique vintage piece or jewellery from iconic brands like Tiffany or Cartier, there are reputed secondhand jewellery online stores where you can buy high-quality pre-owned jewellery items at a fraction of their new counterparts.

This in no way means you’re compromising with the quality as the sellers ensure 100% authenticity and quality with the items. Here are a few things to keep in mind when buying secondhand jewellery online: 

  • Do ample research & choose a reputable online platform with years of experience
  • Check the Authentication & Certification
  • Analyse the condition of the jewellery
  • Check the images
  • Seller Transparency
  • Return Policy
  • Secure Payment
  • Price Comparison
  • Get in touch
  • Ask questions


As days pass, the influence of digital shopping is becoming more prominent and evident. We must approach online luxury jewellery buying with enthusiasm and discernment to enjoy the timeless allure of adornments. Our guide aims to make your digital jewellery shopping journey easy, helpful and satisfying. Happy Shopping!

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