Jewellery Stories
By Niki Bruce
8 May 2020

Diamond jewellery sparkles in online sales

Yes, you can buy diamond jewellery online, you just need to be careful and do your research.

the jewel box singapore diamond jewellery MAIN

The outbreak of the Coronavirus pandemic earlier this year, means fewer people are looking to buy diamond jewellery. On top of the uncertainty brought about by the pandemic, many diamond retailers, and even diamond mines have shut down. 

While the demand for diamonds has always been strong, particularly during festive holidays and for special occasions like engagements and weddings, with recent events many people have felt that it’s not possible to buy diamond jewellery since they can’t leave their homes. 

the jewel box singapore diamond jewellery engagement ring

However, recent global celebrations like Valentine’s Day and Chinese New Year saw increased online sales of diamonds, and diamond jewellery. Even Akshaya Tritiya – an auspicious festival in India – which sees people investing in gold and diamond jewellery as a sign of prosperity, was not hit by the effects of the coronavirus, despite the country being under lockdown. Retailers saw customers buying online, and then waiting for delivery. 

However, while it is possible to buy quality diamonds and diamond jewellery online, you do need to ensure you choose a reputable dealer or jeweller.

How to choose a reputable jeweller

When it comes to finding a jeweller you can trust – especially if you are shopping for expensive jewellery online – you need to do your research. One of the best ways is to work with a jeweller you have dealt with before, of course, or to ask your friends and family for suggestions.

“You should look for unbiased views,” explains Vinod More, the founder and owner of The Jewel Box. As a specialist jeweller, Vinod knows what he’s talking about since the majority of our customers come from recommendations.

You can also search for online reviews and recommendations about jewellers you are interested in. Make sure you don’t get caught up in price wars – if something appears too good to be true, it probably is. Check the market prices for diamonds and jewellery to have a good idea of what a particular jewellery piece or diamond costs.

You also need to know how long the jeweller has been operating. Are they an established brand or a brand new entrant into the market. The longer the jeweller has been established, the more likely they are to have a solid reputation.

“Make sure the jeweller answers your questions. You will be able to tell how much knowledge they have about the industry. A good jeweller should be able to educate you and guide you on your purchase,” says Vinod.

An owner-run business is also something to be aware of; with chain brands you are more likely to deal with salespeople who just want your money, rather than a craftsperson or owner who wants to retain their reputation on the quality of their pieces.

“Ultimately, however, you will need to choose based on your rapport with the person, or even with your ‘gut feeling’ about the jeweller’s trustworthiness,” says Vinod.

How to ensure your diamond jewellery is real

We have an entire story about how to tell the difference between natural diamonds and lab-grown diamonds, but a good rule of thumb is to always ask for an official certificate from a reputable laboratory if you are buying any diamond over 0.5 carats. You should also do this if you are buying a precious coloured gemstone over 1 carat in size.

If you do your research and are sensible, there’s no reason why you can’t buy diamond jewellery online.

Discover our diamond jewellery collections: Classic Diamonds or Designer Diamonds

If you are interested in buying diamond jewellery online, call us at +65 6733 4100 to discuss your options. 


Open chat
Hi. This is Vinod.

Please allow me to help, via this chat, with any information about our products and services or to set an appointment.

Alternatively, feel free to call on +65 67334100 or email to