Buying jewelry online saves time and widens choice. But it also opens the door to dishonest listings, misrepresented gems, and sellers who disappear after payment. Below I list five concrete red flags to watch for, explain why each matters, and give practical checks you can run before you click “buy.” I also cover how to spot fake sellers and steps to avoid being scammed.
Red flag 1 — Vague or missing metal and hallmark information
What to watch for: product pages that say only “gold” or “silver” without karat, alloy composition, or a hallmark photo.
Why it matters: karat indicates actual gold content. 14K = 58.3% gold, 18K = 75% gold, 9K = 37.5% gold. Platinum should be stamped 950 or 900. Sterling silver should be 925. A missing specification often means the seller doesn’t know what they’re selling or wants to hide base-metal plating.
Checks to run: ask for a close-up photo of the stamp on the inside of a ring shank or the clasp. If they claim “18K” but can’t show a hallmark, treat it as a red flag. For high-value pieces, ask for a metal assay or independent test.
Red flag 2 — Prices that are too good to be true
What to watch for: dramatic discounts compared with reputable retailers for the same specs.
Why it matters: gemstones and precious metals have market value. For example, a certified 1.00 ct round brilliant diamond (G color, VS2 clarity, excellent cut) normally sells for multiple thousands of dollars at reputable shops. A price offering that same certificate-level description for a tiny fraction of the normal rate is suspicious.
Checks to run: compare prices for identical or very similar items (same ct, color, clarity, cut, and metal). Ask whether the stone is natural or lab-grown, and request the lab report number. If the seller claims extreme savings because of “direct sourcing” or “last chance,” ask for proof—photos of the actual item, lab report, and company paperwork. If the seller resists, walk away.
Red flag 3 — No independent certification or suspicious lab reports
What to watch for: diamonds without a GIA or AGS report, or reports from labs known for inconsistent grading (for example, certain EGL offices in the past). For colored gems, no report from GRS, SSEF, or AGL when the price suggests high-quality origin.
Why it matters: independent lab reports give objective measurements—carat, millimeter (mm) dimensions, color, clarity, cut grades (for diamonds), and treatment disclosures. A 0.75 ct diamond will have different mm measurements than a 1.00 ct; asking for those numbers helps verify the stone.
Checks to run: request the lab report number and verify it directly with the lab. Ask for the stone’s mm dimensions and a photo of the report printed next to the actual piece. For colored gems, insist on treatment disclosure (oiling, heat, fracture filling) and origin if the price reflects it.
Red flag 4 — Poor photography, stock images only, or no scale
What to watch for: generic studio photos, photos that look like catalog stock, or images without a ruler or mm description.
Why it matters: honest sellers show the actual item. The same photo can be used for different pieces or stolen from other sites. Real close-ups show details—prong settings, pavé work, hallmarks, and inclusions in gems.
Checks to run: ask for multiple high-resolution photos from different angles, including one with a millimeter ruler or a 1 mm reference (for example, a US dime is about 17.9 mm). Request a short video of the piece under natural light so you can see how the stone moves and sparkles. If the seller refuses, it’s a red flag.
Red flag 5 — Weak or missing returns, warranties, and contact details
What to watch for: no clear return window, “final sale” language for overstock items, no physical address, or only email/chat support.
Why it matters: jewelry is tactile and often needs resizing, inspection, or a second opinion. A reasonable seller offers a return period (commonly 14–30 days) and spells out restocking fees, resizing policies, and warranty/repair options. No information means you have limited recourse if something is wrong.
Checks to run: confirm the return policy in writing before purchase. Verify the business address and phone number by calling. Check how shipping and insurance are handled—insured, signature-required shipping is standard for high-value items.
How to spot fake sellers
- Check domain and company age: a recent domain (a few days or weeks old) is suspicious. Use WHOIS or look for an “About” page with verifiable history.
- Watch reviews for patterns: all five-star reviews posted in a short time, identical wording, or reviewer profiles with only one review are signs of fake reviews. Real reviews include photos and both pros and cons.
- Demand traceable IDs: a legitimate business will provide a tax ID, business registration, or showroom address on request. A refusal is a red flag.
- Beware of pressure tactics: “limited time only,” “only one left,” or urgent requests to pay by wire or crypto. These tactics push you off safer payment options.
- Check payment methods: reputable sellers accept credit cards or PayPal. Avoid wire transfers, Western Union, and crypto when dealing with unknown sellers—these are nearly impossible to reverse.
How to avoid being scammed — practical checklist
- Ask for documentation: lab reports, hallmark photos, and invoices. Verify lab numbers with the issuing lab.
- Pay safely: use a credit card or a payment platform with buyer protection. These enable chargebacks if the item is misrepresented.
- Insist on secure shipping: fully insured with tracking and signature upon delivery. For very high values, require an appraisal before release.
- Get a second opinion: for expensive buys, plan for an independent appraisal from a reputable jeweler within the return window.
- Document everything: save screenshots, emails, and payment confirmations. If the transaction goes wrong, this paperwork is essential for disputes.
- Be cautious with custom orders: pay a reasonable deposit, get a detailed contract (materials, ct/mm sizes, timelines), and confirm what happens if the finished item differs from specs.
Final thought: a trustworthy online jeweler will welcome questions, provide verifiable documentation, and offer a clear return and shipping policy. If a seller dodges any of those points, treat it as an actionable red flag. Careful checks cost little time and can prevent large losses.
I am G S Sachin, a gemologist with a Diploma in Polished Diamond Grading from KGK Academy, Jaipur. I love writing about jewelry, gems, and diamonds, and I share simple, honest reviews and easy buying tips on JewellersReviews.com to help you choose pieces you’ll love with confidence.