Often, a customer will shop for a diamond using a traditional jeweler, even if they eventually purchase online. The buyer is able to see various diamond sizes, shapes, and qualities first hand; allowing for a more informed and confident online purchase. In some cases, the customer may decide to purchase from the local jeweler based on their service and selection. In either case, when shopping for a diamond at a traditional jeweler, keep the following in mind: The number one mistake made when purchasing a diamond is to be misled on cut quality. Cut is more difficult to define than color or clarity, and therefore often ignored or misrepresented. Common issues include: Being shown two or three diamonds of various cut qualities, in an effort to sell the best of the available options. While the customer may choose the best option shown, it is not necessarily a well cut diamond. It is simply the best of what is currently available at that particular store. Purchasing a deeply cut diamond. A deeply cut diamond carries more of its carat weight "hidden" in the depth of the diamond as opposed to the width. These poorly cut diamonds are less expensive per carat, and are common in most jewelry stores. A customer might purchase a 1.00 carat diamond that actually looks like a .90 carat diamond because it is too deeply cut. Because well cut diamonds are more expensive per carat than fair or good cuts, few are carried in traditional jewelry stores. Less than well cut diamonds cost less to purchase, less to inventory, can be sold at a lower price, and turn more quickly in the jeweler's inventory - so the incentive to carry them is overwhelming.