First step is to decide how much you want to splurge on a diamond. You need to be very clear about the amount of money you’re willing to spend on the diamond and stay strong on that number. The first thing they will do is show you some loose diamond that they "just stumbled across" that is twice the size you are looking for but "such a good deal" being someone backed out or estate sale or something like that. They will start showing you immediately the better deal vs the range you just mention.....the comment will be.....I just had to show you what we JUST got in.......

Decide on the shape that you want. A pear-shaped or a heart-shaped etc diamond will cost you more than a common round shaped stone.

When a jeweler shows you a diamond that fits into your budget, examine it - Is the diamond clear enough? Is it flawed? Is it a dirty yellow in color? Examine the diamond under light to see how it is cut. Is it brilliant enough?
THE 4 C's -
Cut
COLOR
CARAT
CLARITY

Your choice should be a good combination of all the four Cs. It should be the right weight, have a nice cut, be close to white in color and should be brilliant. If you are getting engaged......let me tell you something guys, women will give up a few C's for SIZE....SIZE DOES MATTER...... EVEN IN DIAMONDS!

Of course, if you have any friends who are in the jewelry trade, take their advice and use their connections. Many times connections keep people honest. Try to avoid retail, you are paying for their retail space. Go Wholesale or diamon district in NY.

It is always better to buy a diamond that comes with a certificate, especially if for investment purposes. An AVS certificate is like a fingerprint of a diamond – it has all its flaws and qualities noted down on it. Great for insuring it as well......If you didn't catch that INSURE YOUR DIAMONDS. People loose the stones everyday that why insurance riders are so expensive.