Knowledge is power. It is true. Of all the things I see, lack of knowledge before the purchase is the most avoidable.
The first order of business when contemplating a major jewelry purchase is to educate yourself on that product. If it is a diamond you are interested in - research and become familiar with the 4Cs. If it is another colored gem that interests you, research how the 4Cs applies to that particular gem.
Surprised? Yup, the 4Cs are not just for diamonds. Cut, color, clarity and carat weight applies to all gemstones, but in different ways.
The internet, of course, is the greatest research tool ever and organizations like the American Gem Society, Jewelers of America, American Gem Trade Association and the Jewelers Vigilance Committee (just to name a few) web sites can be very informative. The library or book store will have countless books on jewelry, gems and precious metals. The history and lore of gems and jewelry alone is a fascinating and down right fun subject in of itself. 
Jewelry, unlike most other products we buy is non-branded. A Chevy is a Chevy, a Sony is a Sony. You can go to consumer reports to gather information on quality and reliability and in the end as you shop from store to store or site to site you know you are looking at the exact same product.
With jewelry and gems, despite what some will have you believe, you are never looking at exactly the same item as you shop. No two diamonds or gemstones are identical; each and everyone is an individual. No two pieces of jewelry are exactly same. That is why knowledge of the product is so very important. And it's also why I write this blog.
My next post will be very closely related to education; as a matter of fact, it is really part of it, but so important that I felt it needed its own spot on my Top Ten list. Be looking for my post on Questions.
And, till then, that’s how I see the world of jewelry from Rochester, NY.
David West Nytch CGA www.westandcompany.com
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