It used to be, in days gone by, that people purchasing diamond rings didn't have to be concerned about too much in terms of fakes, fillers and frauds. But now days, with so much at stake, diamond rings have become target for people wanting to take advantage of the ill-informed. How do they do so? By selling what appears to be genuine diamond rings when in fact, they are marketing Cubic Zarconia's, treated diamonds, man-made diamonds, synthetic diamonds and altogether fakes.

To establish that your diamond is genuine, verify that there is a return policy before you buy, then take the stone to a third party, certified diamond appraiser; you can find one through the American Society of Appraisers or the American Gem Society. A diamond appraisal is a critical step in the diamond buying process; don't skip it!

I once dated a rather pretty girl; she was breathtaking to look at to say the least. But as I got to know her, I came to find out that she wore colored contact lenses, had hair weave extensions and her seemingly voluptuous size D breasts were actually a cup size B. She was wearing a bra that greatly enhanced her breast size. Like a lot of women, she did things to enhance her appearance to attract men and I fell for it... at least for a moment. "I believe in love at first sight, but I also believe in taking a second look!" That second look is what gave her away!

Some unscrupulous jewelers and shady dealers do the same thing when it comes to diamond rings; they treat their diamonds but refuse or fail to inform their customers. When it comes to purchasing stones, find out if the jeweler uses treatments of any type. They should be forthright. If not, don't buy from that jeweler or dealer. We have a saying, "If it's a treated diamond, RETREAT!"

If you're not satisfied with your purchase, you should be able to return the item for a full refund as long as it's in its original condition. A normal return policy gives you at least 30 days from the date of purchase to return the stone. This allows you ample time to get a diamond appraisal from a third party.

Please note: diamond rings and items showing signs of wear or those that have been engraved, altered, resized or damaged in any shape, form or fashion, will most likely not be accepted for return.

When a jeweler advertises a sale on diamond rings, watch out! True sales on diamond don't exist and probably never will and for good reason. The retail world's diamond supply is carefully orchestrated by De Beers; the mining cartel that controls 65% of the world's rough (or uncut) diamond supply.

Everyone in the industry knows that De Beers either increases production or throttles back supply to keep prices in their control. Don't believe it? Did you know that on May 27, 2008, De Beers agreed to settle a Class Action lawsuit alleging they had cornered the market for diamonds for decades, keeping prices artificially high? They are shelling out $295 million dollars to put that legal trouble behind them.

BUT, they still control a majority of the diamond market and the pricing of diamonds. So if you think you are getting a sales price, think again! You may be getting treated diamonds or even worse, a fake. Remember: there's no such thing as a diamond sale!

In this sophisticated market, the only thing to legitimately protect a buyer is a genuine diamond appraisal from a certified third party jewelry appraiser. You should know that thieves, con men, scam artists, opportunists and unscrupulous jewelers have mastered the art of counterfeiting diamond rings. In some cases, they almost fool seasoned jewelers. Diamond rings are expensive, don't take a chance with your hard earned money; get a diamond appraisal!