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Jewelry Shopping Tips
Shoppers should
know that the laws that apply to shopping in a bricks-and-mortar
retail store also apply to the Internet.
A piece of jewelry made with precious metals and
gemstones is an
instant heirloom,
whether it's a gift or purchased for one's self.
The recent explosion of e-commerce
means that jewelry buyers are confronted with more options - and pitfalls -
than
ever before.
1. Don't be dazzled by discounts.
This one is basically common sense.
If a store is routinely offering unbelievable discounts of 50% or more, the
sale
is probably just that--unbelievable. Smart shoppers may find that the
"drastic
discount" price
is actually the normal retail price elsewhere.
So definitely compare the
different stores
2. Buy from someone you trust.
Shop from a well-established professional jeweler. Ask a friend for a recommendation
just as you would for a doctor, or check with the
Chamber of Commerce or
Better
Business Bureau. Look for a jeweler
who is affiliated with a professional
trade
association, such as Jewelers
of America (JA), that requires high ethical
standards
of its members
and provides them with ongoing education. Look for a sticker
on the
door or a certificate on the wall. If you don't see one, ask. Get an
itemized receipt
and the return policy in writing.
3. Buying on the Web.
This is important! - Only shop on Web sites that list a phone number,
address and
"Contact
Us" e-mail option. If something goes wrong you have a way to
contact them. Also call the phone number to be sure it is working!
For on-line purchases, always use a credit card
rather than
a debit card. This way, if anything does go wrong, no money has actually
left your
account, and you have a greater chance of having recourse. Look for a
liberal return
policy with a full refund. Be sure to note the window of time
in which the
jewelry
may be returned! This can sometimes be hidden in
tiny print. Ask for the
original
packaging and an itemized receipt.
When buying diamonds, ask for a grading
report
from an independent gemological laboratory. With regard to buying watches
on-line,
be
aware that some manufacturers' warrantees won't be considered valid
if
the watch
was not purchased at an authorized dealer. It's a good idea
to check out the
watch
manufacturer's site first, which will direct you to authorized e-commerce
sites.
4. When buying gemstones, find out if the stone has been treated in any
way to improve its beauty.
Gem treatments such as oiling and heating are accepted industry
practices.
However,
FTC guidelines require that these treatments be disclosed to the buyer
because they
may affect the care and cleaning
of the stone. Exercise your rights and be
informed.
5. Ask about the quality mark and registered trademark.
With gold jewelry, the karat mark or quality mark indicates the purity of
the piece:
"14K" means 58.3% pure gold; "18K," 75% pure. In other
words,
in a piece of 14k gold jewelry, 14 of its 24 parts are pure gold;
the other
10 are
alloy, which could be any number of different metals,
added for strength and
sometimes
to change the color (to rose gold,
white gold, etc.) Platinum - the hardest
and
most rare metal - is most
often marked "PLAT" or "950
PLAT."
Sterling silver pieces are usually stamped "925." For pieces
manufactured
in the U.S., if the quality mark appears, the piece is required by federal
law to
also be stamped with
the manufacturer's trademark, which ensures that the
manufacturer
stands behind the authenticity of the piece.
6. When buying diamonds, look for the
4 C's.
They are cut, color, clarity, and carat weight. Cut is arguably the most
important,
because a skillful cut is what will unleash the fire and
brilliance in a
diamond.
Cut, which refers to the faceting, is not to be confused with shape - such
as marquise,
oval, princess (square), etc.
With regard to color, grading begins at D; the
deeper
into the alphabet
one goes, the poorer the color. In a store, ask to see
loose diamonds
on a sheet of pure white paper and note any contrast, which of course is
undesirable.
Clarity refers to the presence of - or lack of - imperfections such as
bubbles,
spots or lines called inclusions. Clarity is graded on a scale ranging from
flawless
(FL or IF) to imperfect (I).
7. Cultured pearls.
Look for surface cleanliness: an absence of any scarring or pitting. Also
important
is the pearls' luster: they should be glowing with iridescence,
not chalky
or dull.
When purchasing a strand of cultured pearls, be sure there is a knot between
each
pearl. This insures that if the strand
breaks, the pearls won't skitter
across the
floor. In addition, the knots keep the pearls from rubbing against each
other. Before
you purchase,
check to see that the pearls are well matched in color and luster,
and
that they graduate gracefully in size, growing smaller toward the clasp.
Roll
the strand of pearls on a flat counter top to be sure they don't
wobble;
this will
tell you that the pearls have been drilled exactly through
their centers and
that
they will lay beautifully around one's neck.
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