If you ever want to buy diamonds, you should buy online for many obvious reasons. 1) Diamond retailers online tend to offer prices 20-30% lower than retail prices. For example nikashdiamonds.com can offer you prices of 20% lower than what you might find at places like Jared's or Kay Jewelers. 2) You don't have to pay sales tax usually saving you over 8% which is a lot if you are buying anything over $1000. 3) You can get sites like nikashdiamonds which can offer customer service that is unparalleled and you can't even find in local diamond stores. Also, nikash diamonds gives people the option to buy directly from the manufacturer if you want a GIA stone, where they they will give you a stone that is better and cheaper than any other store.