Like most men, I struggle when it comes to buying jewelry. I feel uneasy because I don’t know how much it’s supposed to cost. I know that diamonds are expensive and that certain precious stones and metals cost more than others, but I probably couldn’t even tell the difference between man-made stones and the real thing. I get suspicious when I see department and chain stores advertise deeply discounted jewelry. I just don’t know what to believe. As a savvy consumer, I don’t want to pay huge markups or simply assume that if it costs more it must be better. That’s why I found the answer in buying jewelry online.
But isn’t that risky? I don’t think so. I buy many other things online and I do it because I generally have a greater selection and get a better deal. Online stores have much lower overhead. There are no middlemen and no expensive storefronts. This results in lower prices. Transactions are safe, there are money-back guarantees, and service is as good or better.
There are other advantages. For example, I dread going to conventional jewelry stores because of the subtle and not-so-subtle sales pressure they...
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