We loved the atmosphere and we were given more information here than anywhere else. We loved the Fact that the brothers, personally look after their stores. And we loved Susan and Marie and how they explained everything about our purchase. Overall Wedding Day is the best jeweler in the Twin Cities.

Derrick A.

The Fourteen Immutable Laws of Buying a Diamond

At Wedding Day Diamonds, we actually listen to our customers, people who shopped for engagement rings in Minneapolis and St. Paul. In doing so, we’ve heard some pretty crazy horror stories. Some people are actually afraid of jewelers.

That’s just wrong.

As such, we have compiled what we believe are the biggest mistakes people often make when buying a diamond. And from that comes Wedding Day Diamonds' Fourteen Immutable Laws Of Buying A Diamond.

Rule #1: Deal with a specialist.

There are so many jewelers that have a general selection and nothing more than general knowledge when it comes to diamonds and engagement rings. Being a specialist doesn’t mean you do something part time; you do it all the time. At Wedding Day Diamonds, we specialize in diamonds and engagement rings, and that’s why we do it better than anyone else. Look, experience matters. You want to deal with a competent salesperson who can impress you with their knowledge.

Rule #2: Compare With Other Diamonds Side-by-Side

Please don’t make the mistake of buying a diamond without comparing many diamonds and without seeing it with your eyes first. What you may read on paper or on the internet will only tell you part of the story of the diamond itself.

Rule #3: Find a jeweler that deals in top quality product.

The national “big box” jewelry stores don’t carry a large selection of high quality mountings. If you don’t believe it, ask yourself this question: why they do they sell you the Extended Service Plans for hundreds of dollars more.

Rule #4: Look for a free lifetime guarantee.

You need to find a jeweler that offers a lifetime warranty; one that comes with free maintenance like free sizings, free crowns, free solderings, free free free for LIFE. All stores we know of charge for this…it’s a profit center. Think about it, if the product was so good then why charge you for the repairs? Your warranty is one of the most important aspects of your purchase.

Rule #5: Make sure you are getting a good deal.

If you don’t want to overpay, deal with a jeweler that gives you the confidence that they are not over-charging for the diamond you are purchasing. And of course make sure you have at least 30 days to do that. Remember: when you are shopping for an engagement ring in the Twin Cities, or anywhere in Minnesota, Wedding Day Diamonds always has the lowest price, when all things like quality and warranties are equal.

Rule #6: Find a jeweler that is a TRUE Diamond Importer.

There are many that claim this but very few deliver. When a jeweler spends less than a few million a year on diamonds they have no chance to buy direct. Only a true diamond importer can ensure an awesome variety and the best price.

Rule #7: Find a jeweler that is big, but not too big.

It is a good idea to select a jeweler with less than 10 stores. Maybe you think we are biased, but here is why we say that and this is a fact: a gigantic company can’t buy all the diamonds that they need and have the luxury to be extremely choosy. A larger chain ends up having to buy sub-par diamonds just to have enough in stock for all its stores…they do not have the luxury or time to be as selective.

Rule #8: Deal with a jeweler who tells the truth.

What does that mean others lie or mislead? Well sometimes the answer is “Yes”, especially when it comes to product and their competition. When a jeweler forgets the integrity and the ethics of the diamond business, well the decision is up to you then.

Come to Wedding Day Diamonds and we’ll make it easy for him to get it all done and easy for him to rock her world .

Rule #9: Don’t buy a diamond based on price alone.

Her diamond is not like a camera that is manufactured; it is created by Mother Nature. Once culled from the earth, it is then perfected by master cutters to bring the beauty of the diamond to life.

There are a lot of different things to consider when purchasing a diamond—any diamond, but especially your wedding diamond. Price is a consideration—an important one—but it is not the only one.

Rule #10: Never forget that this is about her and your love together.

Don’t let a jeweler forget the whole reason you are here in the first place. It’s about her silly. It’s about a lifetime of shared experiences that lie ahead.

The ring you purchase will be the ultimate symbol of that love, right? And we know you want to make an informed decision. But the process doesn’t have to hurt, or be boring like buying insurance; it should be more like falling in love itself…and whoever is helping you should give you personal attention.

Rule #11: Don’t buy a diamond without a proper certification.

There are many great labs that will grade a diamond’s characteristics. But be careful not to buy a diamond where the certification is just a picture of the diamond, with no plotting of its characteristics. Many certifications also show an inflated appraisal value that is grossly misrepresented; so make sure you know what you are looking at before forming your opinion about the diamond.

Rule #12: Deal with a Jeweler that makes every effort to deal in Conflict-Free Diamonds.

Wedding Day Diamonds makes every effort to insure that all our diamonds we carry in our stores are Conflict-Free. We also insist every one of our vendors, all over the world, sign agreements with our buying organization (Continental Buying Group Inc.) and/or document every invoice, stating they have done their absolute best to supply Wedding Day with diamonds that have gone through the Kimberly Process. Many Internet companies never see any of the diamonds they supply to their clients, and ship their diamonds through third parties. Some Jewelers just don't take the matter very seriously. At Wedding Day Diamonds, we do.

Rule #13: Never buy a diamond on color and clarity alone.

We know there is a lot to think about, but we can help you.

Think about it, we are talking about a diamond that can be partially measured by shades of white with very tiny internal characteristics. There are things that are equally important, like the quality of the rough crystal and the cut of the diamond. Both of these reflect greatly on the diamond as well. Whenever a diamond buyer buys a diamond, they never commit until they see other diamonds side by side. NEVER.

Rule #14: Never deal with a jeweler who will only show you a diamond with a hand held loupe.

Make sure you see your diamond with a Gemscope