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Q&A: Buying Locally in Los Angeles vs. Buying Online

By Mike Fried,

Hello Ira, First, thank you for your site. It’s proven quite helpful already.

My question concerns potential vendors. I live in Los Angeles where we have a wholesale jewelry district downtown. An acquaintance, who actually picked out her own engagement ring, swears that I would be a fool to not use one of these local vendors. Is she right? (And if so, would you happen to have anyone here that you recommend?)

I love to buy online but I’m still not entirely convinced that buying a diamond online is the wisest option. Especially with the local options reportedly being so great. Ultimately, of course, I just want the best deal. Perhaps better deals will, in fact, be found online? I intend to go in soon to see for myself and have some basis for comparison, but I’d love to know what to expect. Any insight here would be very welcome. And I thank you in advance.

Best – D

PS – I anticipate going for a round cut, 1.25 or so Carat, and trying to get the cleanest, clearest one I can for *hopefully* under $8k. But that’s just an initial direction. I definitely do not intend to spend more than ten grand, and would be thrilled to find something great that’s closer to five! Anyway, thanks again for your help.

Hi D. I know the LA scene well. I used to travel there to sell when I was working in NY.

If you had a real connection in one of the better up-stairs wholesalers in 550 Hill St., then go for it. But dont be fooled by shops/booths on the lower floors marking themselves as “wholesale only.” Those guys are looking for people like you.

The problem is that there’s a lot of sharks in LA just looking to screw you. And anyway, even the cheapest guy (unless you’re talking about a real wholesale dealer upstairs) in LA won’t be cheaper than the stones online. The sites online like JamesAllen.com don’t own their inventory. They just list the inventory that belongs to wholesalers and add on a small amount of profit. This lack of investment in an inventory allows them to get by with very small margins – margins that a shop in the jewelry district can’t match because of their expenses related with a bricks and mortar operation.

How’s this:

https://www.jamesallen.com/diamonds/I-SI2-Ideal-Cut-Round-Diamond-1301846.asp?a_aid=dmnd1357

It’s a GIA triple excellent ideal cut. Totally eye clean. It’s a real beauty, and a fantastic price. Let me know what you think!


Hey Ira. Thanks for the speedy reply. Gotta love the time difference.

I kinda figured you must have been through LA a time or two. And I’ve heard the same about the downstairs shops – I will definitely go to the one that my friend went to. Upstairs and apparently on the up and up. We’ll see.

I certainly see the issue of physical overhead vs online advantages. I suppose I was just hoping that I might find something “wholesale” that would be just as good as online, possibly even a bit better, carrying the added advantage and reassurance of tactile presence. Then again, how can I be sure I can trust them. LA sharks, indeed. I’m sure that with a little more looking around, my confidence in buying from a distance will rise. To that end, thank you very much for that suggestion.

I agree that it certainly looks nice but I also think that there’s too much color there. I don’t know how much the photos may exaggerate color, if it all, but from what I can see in that pic it’s just too much. And I know that’s something she’ll be sensitive to. Also, I’m thinking at this point that I don’t want to drop below the VS level of clarity. Of course, I say that without having really seen the spectrum in person – still in the theoretical stage. Perhaps judging on the blown up photo is unfair and disadvantageous to myself? I suppose I’m quickly pricing myself upward which is exactly why it’s great to have you around to set me and the rest of us straight.

Thanks again. If you don’t mind I am sure I will have more questions for you. In the meantime, if you run across anything else that seems to fit my bill I would, of course, be grateful for the tip.


I’m happy to help more. Just as regards that one stone, you can’t judge color from these pictures. I’ve seen D and E color stones with the same tint. When you go to the dealer downtown, ask him to see an ideal cut GIA I color stone to see for yourself. It’ll only look “less white” when you put it next to a much higher color stone.

Have you read my article on clarity? If not, it’s definitely worth seeing.


Just wanted to drop a line to let you know that I finally found some time to re-read your clarity article and it has indeed changed my frame of mind.  Matter of fact, I’m reviewing your entire site and many of its links to really be sure I know what I’m getting myself into.  So, when I go see some stones in person, which I’ll likely do next week, I will be doubly informed thanks to you.  Of course, questions will abound.  Until then, thanks for your input. I will be in touch again in a couple of weeks at the latest.


Sounds good.  I look forward to hearing from you.


Hello Ira,

My apologies for such a delayed response – I was up in Canada for a bit. I’m back home in LA now, and I actually went to a jeweler today! Oscar’s, which was recommended to me, is a shop on an upper floor of 550 S. Hill St. Anyway, Oscar was kind enough to show me a lot of stones and help me see the differences I needed to witness for myself. I found it to be extremely helpful seeing things in person.

The stone which seemed to be in the sweet spot for me was as follows:

1.17 Carat

Brilliant Round (off by only .02mm)

G color

SI2

GIA excellent on cut and symmetry, very good polish, no florescence, no cutlet.

The price I was quoted was $5700. $6485 when set in a four-prong platinum ring. With tax, call it $7000.

My impressions:

The size of that stone was nice. I wouldn’t go any smaller, and I wouldn’t pay heaps more for something only slightly larger. If I could get a stone that was 1.25 or 1.30 that met the rest of the demands then super.

Looking at several stones side by side, color differences were clear. Predictably, viewing them separately changed that. G color seemed to be good for me. The H stones he showed me seemed to have some noticeable color, even on their own in some cases. H could work, but G seemed to be what I really preferred.

Your article on clarity was an immense help and seeing things today really showed your points. SI1 or SI2 should certainly be fine, so long as the inclusions are in fortunate places and not black, of course.

The ratings with which it came definitely made me happy.

So that’s where I am now. I’m going to look around online and see if I can find some comparables. I’d love to hear what you think about the above, and if you know of anything else that I should consider.


Nice to hear from you. Here’s a couple options that I think give you a tremendous value. They’re a tiny bit smaller in weight, but the difference in diameter most likely won’t be visible to the naked eye. You didn’t send the dimensions of the Oscar’s stone, so I can’t say for sure.

https://www.jamesallen.com/diamonds/G-SI2-Ideal-Cut-Round-Diamond-1238124.asp?a_aid=dmnd1357

https://www.jamesallen.com/diamonds/G-SI2-Ideal-Cut-Round-Diamond-1259387.asp?a_aid=dmnd1357

https://www.jamesallen.com/diamonds/G-SI2-Ideal-Cut-Round-Diamond-1310948.asp?a_aid=dmnd1357

Couple it with this ring:

https://www.jamesallen.com/engagement-rings/solitaire/solitaire-engagement-ring.html

(using the TAD0611 coupon code gives you 10% off the setting)

and couple that with the fact that you won’t be paying sales tax from JA, and you’ll wind up spending much less than the OScar’s offer.

Let me know what you think!


Thank you, Ira, once again for the recommendations and help. The second link you sent looks like an especially good choice. And I’m very grateful for the sales tax tip. I hadn’t thought of that important fact, and it could save me some cash or, better yet, upgrade the stone a tad.

So I now find myself considering something slightly larger. She doesn’t have tiny hands and I’m willing to spend a little more so perhaps there’s room for a bigger stone… While I do prefer a platinum ring and I realize that will increase the cost by several hundred dollars, I am getting to be more comfortable with the subject of clarity and even the possibility of an H with medium florescence. Maybe.

Do you have your eye on anything in the 1.25 carat range that I should look at? (Keeping total price below $8k.)

Thank you!

p.s. Am I falsely convincing myself that a .15 carat size difference even matters (is visible)??


The difference in 0.15cts will add an additional (approximately) 0.3mm which is definitely noticeable. It’s not a huge difference, but it’s definitely a difference you can see an appreciate.

What you ARE falsely convincing yourself of, though, is that an H will look materially different from a G. Diamond color grades are so fine that two adjacent color grades (especially in an ideal cut round viewed face up) look identical. So there’s no reason to be so hesitant to drop to an H. Also, you’re under the false impression that medium fluorescence will make a serious difference on an H. It won’t. If it’s noticeable at all, it would only be viewed from the side on a color card. It wouldn’t make a noticeable difference viewed face up.

The fact is, dropping from G to H is the smartest thing you could ever do. The most expensive jump between any two colors is between H and G. There’s no logic to it – it’s not like going from H to G is more noticeable than going from I to H or F to E. So that being the case, it’s simply an inefficient use of money to stick with a G when you can get an identically looking H for significantly less.

Let me know what you think and I’ll send you some recommendations.


I think I just worry about the comparison moment, when her ring is held next to her girlfriends’ rings. But I worry sometimes, and it’s usually, if not always, fruitless.

What do you think about this one?

https://www.jamesallen.com/diamonds/H-SI2-Ideal-Cut-Round-Diamond-1310674.asp?a_aid=dmnd1375


I understand your concern, but the fact is that an H held next to a G will look exactly the same.

As for that stone you suggested – BUY IT! You will not find a nicer SI2 if you looked for another 4 months. And the cut is near perfection. It’s very new on their site, and I would venture to guess it won’t last long.


Well, sir, I’ve done it. Should be here in a week.  I will let you know how it looks when it arrives.

In the meantime, I’d like to say thank you.  I used your coupon code but I know you have saved me FAR more than $80.  Your website, and the service that you provide to complete strangers, is quite special.  It’s wonderful to find a friend out there in the maze.  Thank you!


great news!  Please let me know how it looks when it arrives!


I received the ring last week and will be taking it for appraisal in two days. I’m very excited and I think it looks really good. Certainly eye clean. Still waiting for a chance to really check it out in good lighting. I think it will be great.

I will follow up with you after the appraisal.

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