Relatively large amounts paid in advance -    This is one matter with roots in the psychological background of most    of us and it takes time to over ride it. The modus operandi of small    scale trade for millennia is to immediately get what you paid for. In    jewelry language: you put the ring on your finger, you pay for it and    keep it there. Buying the same ring online lives you with this rather    virtual feeling. You just paid a good amount of money (by the way,  also   virtual) and you got nothing. One can't be blamed for being  cautious.   Today more than ever the cyber space is crowded by con  artists. There is   however reliable ways to avoid them and stay on the  safe side.
Security of payment and shipping    - Closely related to the above topic. The security of your payment is  a   serious issue and you have to make sure it is properly dealt with  by   checking the security policy of the jewelry merchant. In many cases    though, the merchant is as exposed to fraud, as the customer and even    more, since he have to ship an expensive jewelry before the payment  is   cleared. The customer have 3 to 7 days window to cancel the  payment,   while the shipping is irreversible. The shipping and  insurance are   handled by the merchant and in most cases is free of  charge.  
Impossibility to examine and try on -    A major disadvantage, since very few pieces of jewelry fits well    everybody. The touch of the polished gold or the glitter of a real    diamond is impossible to simulate fully on the web page and thus, lives    space for misconception. However this is promptly addressed with the    implementation of proper return policy. A good return policy is one    which provides a 30 day money back guarantee or possibly longer. 
Overchoice -    the advantage of massive and diverse choice in overdose turns into    disadvantage. If you write "diamond ring" in your browser you will get    approximately 8 million entries. Not all of them are jewelry merchants    but a good deal are, besides how could one know. A customer seldom    checks further than the first 20 to 30 entries, before she gets bored or    confused and goes back or decides to buy over the counter. While   Search  Engine listing is done by stringent standards, it is automatic   and done  on the merit of marketing mastery rather than quality of the   jewelry  and service. You, as a customer might be missing this wonderful   jewelry  site, full of value packed offers on the jewelry you are   looking for -  just because they are listed 40th or 140th for that   matter. 
 

