The third episode of the British television show “The Shopper’s Guide to Saving Money” aired on November 23rd, 2015 on UK Channel 4. This episode had two segments. The first about diamonds and the second about funerals. Ira Weissman, founder of The Diamond Pro was asked to take part and act as a guide to the show’s host Dave Fishwick in the Israel Diamond Exchange. Watch Ira’s Segments Here.

For UK readers, the original show in its entirety can be seen here: http://www.channel4.com/programmes/the-shoppers-guide-to-saving-money/on-demand/60800-003

But Ira Weissman, the founder of the consumer education website Truth About Diamonds, says that couples today are more reluctant to spend that kind of money on an engagement ring.

“This generation, more than any in the past, knows what De Beers is all about, so to have them tell you that you need to spend two months’ salary to buy one is crazy,” he said.

Mr. Weissman, a former diamond salesman, answers thousands of reader emails and has seen a 50 percent increase in questions related to hand-me-down gems.

Mike Fried, CEO of The Diamond Pro which helps customers find the right diamond ring, said Pippa’s ring looked like an Asscher cut centre stone set in a halo design in platinum.

He said: “It’s obviously larger and more stunning than your typical engagement ring but this style has been popularised by Tiffany.

Mike Fried has been in the diamond industry for nearly 15 years. He and his business partner run a web site that helps people buy diamonds without being ripped off. Today on the 402nd episode of The Art of Charm we talk about which of the 4 Cs are most important, whether or not you should really spend 3 months’ salary on a ring and what certification companies you can trust, and which you can’t.

According to Mr. Weissman, Signet has major incentives for selling a low quality product: the company focuses on sustaining high profit margins, has high fixed infrastructure costs, and a target market of middle-to-low income Americans. Mr. Weissman noted that quality issues are more of an issue at Kay and Zales, and less of an issue at Jared.

Back in February 2012, Ira Weissman, was invited to take part in an episode of the now defunct Anderson Cooper daytime talk show. Ira provided the ring for a flash-mob proposal that happened on-air. Ira also recorded this video which was posted on their website in an article entitled 5 Tips for Buying Diamonds (which is no longer available since the canceling of the show).

“Plenty of grooms are opting for cheaper metals, like titanium, ceramic and cobalt,” says Ira Weissman, founder of Truth About Diamonds, a shopping guide for wedding and engagement rings. “These alternative metals often have a more masculine look that appeals to men who might otherwise be averse to wearing jewelry. Not only are these materials less expensive than gold and platinum, but they’re also more durable.”

The Truth About Diamonds website, which is run by former diamond industry worker Ira Weissman and says it aims to help consumers by giving them advice about buying diamonds, has written that The Rapaport Price List is only the beginning stage of pricing a diamond.