Making a jewellery purchase could mean picking out a simple pair of earrings for everyday wear, or it could involve thousands of pounds for a quality diamond ring.

Regardless of how big the purchase is, many common mistakes get made when jewellery is involved. The sheer choice available can be overwhelming. There are numerous types of gemstones, and different metals used in jewellery today. And the average shopper cannot hope to be knowledgeable about every aspect of jewellery.

Because a jewellery specialist has to have many skills and in-depth knowledge, it can be easy for consumers to make mistakes when shopping for gold and gemstones.

The most common mistakes made when buying jewellery

Having blinkers on and refusing to consider other options, and not safeguarding themselves against scams, are just two mistakes that shoppers make with jewellery.

But, there are plenty more things that jewellery shoppers do that should be avoided. Here are just some of them.

Ignoring online jewellery stores

During the pandemic, there was a massive increase in internet shopping. Digital retail soared as more people explored all the options for purchasing goods. Now though, the high street is reopened and back to normal.

But, ignoring websites such as Ifshe Jewellery means consumers are restricting their choice, and possibly missing out on financial savings. Online jewellery stores are aplenty now, and this provides shoppers with a far wider range of choices than the high street does.

Failing to read the returns policy

However, when making purchases online it is vital that you read the returns policy. This is true for both high street shopping and online purchases.

Ensure you fully understand what the returns policy is for the jewellery you want before you hand over any money. Rushing to make a purchase could leave you out of pocket and owning a piece of jewellery that you don’t want. 

Failing to stick to a budget

One of the top tips for planning a wedding in London or anywhere is to budget carefully. Costs for weddings can spiral out of control, especially where bridal jewellery is involved.

Wedding rings can cost a small fortune. This can make it easy to break a budget. Indeed, it is common for many shoppers to exceed their budgets when buying all types of jewellery.

 Give yourself a cooling-off period when you see something that exceeds your budget. If you decide later that it’s worth spending extra on a piece of jewellery then at least you know it was a well-thought-out purchase.

Not making comparisons

Making comparisons is worth doing when you are contemplating blowing your budget and buying an expensive piece. By comparing similar pieces from different jewellers, you might find a less expensive piece of equal quality.

 Not understanding what metal you are buying

Cheap necklaces can sometimes turn skin green through a chemical reaction. Of course, budget and costume jewellery has their place. But, it will be more than a little disappointing to find you have bought fake gold when you thought it was genuine.

 Precious metals in jewellery have different marks to show the type and purity of the metal. A hallmark guide will show how a higher number mark indicates better quality. Jewellery hallmarks are standard for all precious metals in the UK.

 Ignoring alternative gemstones

Only sticking to the big four precious gemstones will limit your options, and restrict your buying power. Birthstones and semiprecious stones can make great alternatives to diamonds and other expensive gems.

For instance, moissanite is far more affordable than a diamond will be, but they look strikingly similar. Birthstones include some interesting alternatives you might never have considered. And by opening your mind to more options, you are more likely to come in under budget.

One UK jeweller stated that moissanite comes in at about 10% of the cost of a mined diamond of equal weight. And moissanite is not only sustainable but ethical too.

Not understanding the value of the jewellery

It is easy to spend over the odds on jewellery, both online and in a regular jewellery store. If you don’t have some understanding of the value of the jewellery you are buying you could be paying inflated costs.

This is a tricky area for consumers. Knowing how to value your jewellery usually involves a third party who is qualified to appraise gems and give a valuation.

The best advice here is to only stick to reputable jewellers in the high street, and online.

Not checking reviews or listening to word-of-mouth

If you are going to buy jewellery online then perform some research. You can read reviews to check for scams or problems with quality. There are also websites such as Trustpilot and other reputation checkers you can use.

If you are planning a big purchase in a local jewellery store and have concerns, then ask friends if they have any experience using them.

Selecting the wrong cut for gemstones

Size and shape are important when choosing gemstones. But, it is easy to get them wrong.

For diamonds, the round cut is the most popular shape, and this fits most people’s hands. They also look larger than they are which appeals to many consumers. However, there are many different cuts for diamonds but they don’t all suit everyone. If you want to create everlasting memories from your wedding, choosing the right ring is vital.

For example, anyone with short fingers should consider a smaller diamond but in either a pear or oval cut. The shape of the diamond will give it the illusion of being bigger, and make fingers look longer and more elegant.

Only sticking to certain trends and vendors

Restricting yourself to a particular style of jewellery might mean missing out on numerous other possibilities. By searching for jewellers online you can open up a world of jewellery choices you may not have considered before.

Personalised jewellery is very popular now, and other trends such as Russian ring necklaces make interesting alternatives to standard chains.

Not considering the giftee’s style

If you are buying jewellery for someone else then good luck. Buying jewellery for a loved one can be fraught, but it is possible to carry it off successfully.

Buying jewellery for someone else is very different to making a personal purchase. Just because you like the ring you are looking at, doesn’t mean your partner will.

Therefore, when shopping for jewellery for someone else consider their ‘look’ and style. Think about the jewellery they typically wear too. Does your loved one like flashy jewellery or are they more about understated elegance?


Buying jewellery can be exciting, but this can lead to some common problems. Rushing in to buy jewellery can mean breaking budgets, and overpaying. If you take your time when making jewellery purchases you can check the quality, and compare prices with other sellers.

Use patience when buying jewellery. If a shopper takes their time buying jewellery, they are more likely to make informed purchasing decisions.

Keeping an open mind is also useful when looking at jewellery. Consider alternative styles and gemstones, and don’t dismiss the internet. Buying jewellery online can result in considerable financial savings as well as more choices.