First, shop several places, not just where you think the price will be good. Ask your favorite store to match a price if you think they’re high.
Second, find a store that thoroughly explains all the quality factors about diamonds and makes you confident in your purchase and their integrity. Your best bet for accuracy here is someone with full credentials from the Gemological Institute of America (GIA) and a member of American Gem Society (AGS).
Third, insist on a written guarantee. Wilson Diamonds not only matches prices, but we have a written, lowest price guarantee.