For the better part of ten years, I’ve been asked daily why Diamond Cutters International does not sell diamonds on-line to the public. Quite simply, I have always felt that there would be a conflict of interest in being both a consumer advocate and a seller. It has always been our goal for the web site and my best-selling books to make the journey of buying a diamond a pleasant and rewarding experience. To aid that goal, for years I have challenged all retailers and diamond merchants alike to conform to transparent business practices so the consumer can make an educated decision. Unfortunately, I’ve witnessed one on-line retailer after another misinform and misrepresent in order to make a sale.

I no longer want to sit idly by and watch one young couple after another buy into empty promises, misgraded reports and worthless diamonds. While Diamond Cutters International and The Diamondguy.com will still NOT be selling diamonds on-line, I am endorsing an on-line retailer, fullybondeddiamonds.com (our sister company). They are the first on-line retailer to follow to the exact letter ALL the guidelines laid out in “How to Buy a Diamond,” including offering fully warranted diamonds.

The die is cast! Let’s see how many people will prefer a diamond with a 30 day refund policy vs. a diamond with a lifetime buy-back policy. I will add the name of any company here that agrees to follow all the guidelines of “How to Buy a Diamond.” Until then, the only on-line retailer that meets The Diamond Guy® seal of approval is fullybondeddiamonds.com.