my question is how far can sellers bend the truth, when giving information on their web sites. often I read blatantly false or misleading information on some diamond selling sites.
I think we have all seen claims like "70% of retail prices". if you are buying real "equal" quality 70% off retail is not possible yet we see this kind of claim.
And don''t you love their advice columns which state the biggest rubbish in very professional way.
QUOTE "we realise that buying a loose diamond or diamond engagement ring can be a daunting process for an inexperienced consumer because :
It can be expensive.
It is difficult to compare diamonds.
There is so much to know about the quality of diamonds."
OR QUOTE "With over 100,000 GIA certified loose diamonds to choose from, by using our easy to use browse and search tools, you can be sure that you will find a diamond to perfectly match your needs and budget."
As far as I can see consumers believe this and actually fall for it.