First of all, just as if you were buying in a brick and mortar store, you need to inform yourself ahead of time about the product that you are buying. If you are interested in buying gemstone jewelry, do some research on the internet regarding what makes one gemstone better than another. Learn a little about what the 4 C’s mean. Briefly, they stand for color, clarity, cut and carets. Those are the 4 attributes of a gemstone that determine its quality. Its quality combined with supply and demand, determine its value. Armed with a little knowledge, you’ll know what attributes to look for in the ads and listings you come across and you’ll know what questions to ask. The ruby in a particular ring may be large and a nice shade of red, but if it has serious inclusions (flaws) or it is not well faceted to achieve maximum brilliance, it may not be worth much. Also do some research on gemstone treatments.

Also familiarize yourself with common jewelry related terminology. For example make sure you understand the differences between 10 Karat gold and 14 Karat gold, Gold filled and gold plated, etc. The differences in value and quality are considerable! Make sure you understand the meanings of terms like genuine, natural, simulated, created and imitation. The differences are often subtle, but important. Read all the sales copy carefully.

As much as possible, know who you are dealing with. If you are shopping on eBay or some similar site, check the seller’s feedback carefully. If it is an independent website, look to see if they have any professional affiliations. Find out how long they have been in business. Do they list a phone number on their site so you can call them directly if there is a problem or question. Also note where they are located. If they are doing business in another country, they may be trustworthy, honest people, but if they aren’t you may not have any recourse once they have you’re money. You can often get a much lower price buying from some less developed country, but in my opinion, the risks are much greater.

Third, make sure the seller has a reasonable return policy. You are buying something that you can’t see or hold in your hand. Even the most honest seller is trying to present his merchandise in the best light. Even the best photographs don’t tell the whole story. Colors can vary from one computer monitor to another. It is fair and reasonable that you should have the opportunity to return your purchase if it doesn’t live up to your expectations. You will probably be responsible for paying the shipping for returned merchandise and some dealers charge a restocking fee. Just make sure you know before you send your money, what the seller’s return policy is.