No doubt that you can buy diamonds more cheaply online. The tricky part is buying a good diamond; most are trade rejects because grading reports never ever tell you if a diamond looks good.
There are 3 types of online vendors. The most expensive buy and own the diamonds they list. The second mid-priced call in diamonds from 3rd party dealers and list the better ones; sometimes they take photos etc using tools I invented, like Ideal-scopes and ASET images.
The worst diamonds are the virtual stones drop shipped directly from 3rd parties. These stones are usually not even in the same continent as the seller. The vast majority of the world’s diamonds are cut and polished in Surat, India, and sold from a business park in Mumbai.
If you are tempted to try to save some money, then please send us the stone details and grading report as often we can source the very same diamond form the actual cutter or owner. I can usually get you a more honest opinion from the stone owner or have my own agent go and see the stone.