I recently wrote an online article, Buying Jewelry Online? Here Are 7 Checkpoints To Make Sure You Don't Get Ripped Off!, which describes some common failings of online jewelry stores. You should not have any problem finding reputable online stores, but it is amazing to me how many fly-by-night stores there are out there! So, if you are new to this market, please read the article (click on the title to go to the link) and hopefully it will help you avoid some of the worst offenders.
But, some of our otherwise reputable competitors are nevertheless guilty of shady practices when it comes to advertising "sale" prices. If the store is a member of the Better Business Bureau, they must not advertise fake sale prices. In other words, the advertised "original price" must be the price at which the merchant actually sold the item before, and the "sale price" must be temporary, just like a real sale would be. This is one reason why you do not find the BBB seal on some of our competitors websites!
We have some items which are really on sale, because the are being discontinued, and you will find those bargains on our Clearance Sale Page. Notice that all of those items cannot be returned, however. That's because we are wanting to get rid of them, not because they are flawed or poor quality! We will occasionally run a sale on items which are fully returnable, too.
If you ever have any questions items on our website or our competitor's, please call or email us and we will be happy to help you!