Who isn't tempted by the promise of an excellent online deal? The diamonds look great and the prices look even better. You checked around and the online jeweller is legit and the company is offering a certificate of authenticity. Sounds great, right?

Wrong. Buying a diamond online without ever seeing it in person is like buying a new car without a test drive. You just don't do that.

Online jewellers make it sound like buying a diamond online is a great option for web-savvy consumers with an eye for an excellent bargain. As long as your diamond comes with the proper certification, how could you lose?

Sales pitches like that show almost no understanding of what the diamond-buying experience is all about. The diamond is by its very nature a product of appearance. It's visual. A diamond is an experience, and to experience it you should put it up to your eyes, not trust what you see on a computer monitor. A certificate offers almost no protection because diamond grading is by necessity a fairly subjective art. Two diamonds that are graded identically can actually have significant visual differences. There's just no substitute for the rigors of the human eye.

In our opinion, the best thing a diamond shopper can do is get out from behind that keyboard and visit a few jewellery stores in person. Take your time. Ask a lot of questions. Really get out there and "kick the tires" as the saying goes. But most of all - have fun.

You really have to look at a lot of diamonds in a lot of different lighting situations to get a feel of what looks good to you. We'll admit, at first diamonds can all look pretty much the same. But once you educate yourself a little with the guidance of a trained, reputable gemologist, you'll be picking them like a pro.

Here at La Mine D'Or we carefully examine all the diamonds we buy before we buy them. You should too.