How to Not Get Ripped Off Buying Jewellery (Even If You Think You Know What You’re Doing)
Jewellery is one of the most personal, and significant, purchases you can make. Whether it’s for yourself or someone special, you want it to feel meaningful, beautiful, and built to last.
But here’s the truth: even smart, thoughtful shoppers get it wrong.
As a jewellery concierge and former diamond consultant, I’ve worked with hundreds of clients in Calgary (and throughout Western Canada). And, I’ve seen it all. From overpriced pieces with poor craftsmanship, to pressure tactics and misleading certifications.
If you’re shopping for jewellery, here’s how to protect yourself and make a confident, informed choice.
Mistake #1: Overpaying for Branding, Not Quality
A high price tag doesn’t always mean high quality.
Many shoppers assume a big-name retailer guarantees better craftsmanship. But in reality, you’re often paying for brand markups, expensive marketing, and packaging. Not necessarily better materials or design.
What to do instead
Focus on the actual specifications: gold karat, gemstone quality, craftsmanship, and warranty. Not just the brand name.
Mistake #2: Trusting the Salesperson Without Knowing What to Ask
Even the friendliest sales associates are there to make a sale. Some are knowledgeable… many are not. And most are working on commission.
It’s easy to be led into a purchase that doesn’t suit your needs, simply because the salesperson was confident or persuasive.
What to do instead
Go shopping with intention. Know your budget, your style preferences, and what kind of quality you’re looking for. If you’re unsure, bring someone who can advocate for you, like a jewellery concierge, who works for you, not the store.
| Want a trusted advocate by your side? Explore In-Person Shopping Support.
Mistake #3: Believing It’s “Custom” When It’s Not
There’s a big difference between custom and semi-custom jewellery, but most shoppers don’t know the difference.
Custom means your piece is designed and crafted from scratch. Semi-custom typically means choosing a pre-made setting and fitting it with a stone of your choice.
Some retailers market semi-custom rings as “fully custom,” which can be misleading
What to do instead
Ask directly: “Is this piece custom-built, or adapted from an existing design?” If it’s custom, ask to see the design process, CAD renderings, 3D wax model (if offered), and approval stages.
| Need help with your custom piece? I guide you through the entire Custom Design Process.
Mistake #4: Skimming Over Warranty or Aftercare Terms
Many jewellery stores push warranties as “must-haves,” but not all warranties are worth the extra money. And many shoppers assume they’re covered for damage, only to find the fine print excludes common wear and tear.
What to do instead
Don’t pay extra for vague or confusing coverage. Understand exactly what’s included (resizing, cleaning, repairs, stone tightening, etc.), and any time constraints with your warranty.
| Not sure what you actually need? I help you evaluate coverage honestly. No upsells, ever. Explore The Refined Experience.
Mistake #5: Not Understanding What You’re Looking At
You’d be surprised how many people are sold gemstones or diamonds with inflated or uncertified grades.
Some stores use second-rate labs that consistently over-grade diamonds (which leads you to overpay). Others offer vague “certifications” that mean nothing outside of that store.
What to do instead
Know how to read a grading report, or work with someone who does. Look for the gold standard of diamond certifications: GIA (Gemological Institute of America) certification for natural diamonds, or IGI (International Gemological Institute) for lab-grown diamonds.
| Want to talk more about diamond grading? Book a free Discovery Call.
Mistake #6: Overlooking Craftsmanship & Setting Quality
Jewellery isn’t just about its sparkle. The way a ring or piece is constructed affects how long it lasts, how well it wears, and ultimately how happy you’ll feel with it.
Poorly made rings (especially ultra-thin bands or prongs) are prone to bending, loosening or lost stones, or needing constant repair.
What to do instead
Make sure your setting is made for your stone, not just adapted to it. Check for durable prongs, band thickness, and structural integrity.
| Not sure what to look for? I’ll help you evaluate build quality and avoid future regret. Book your Discovery Call to find the service right for you.
Mistake #7: Confusing Appraised Value with Real Value
That appraisal saying your ring is worth $10,000? It’s likely inflated.
Many shoppers assume that if a ring comes with an appraisal saying it’s worth $10,000, that must be what it’s worth. But appraisals are usually hyper-inflated for insurance purposes, not an accurate reflection of retail price or resale value.
Jewellery appraisals are designed to help you replace the item at a comparable quality, not determine what you should pay.
What to do instead
Don’t rely on the appraisal as proof of value. Always compare pricing, materials, and craftsmanship. A trustworthy jeweller will explain what makes the piece worth the amount, not deflect.
| Want clarity on what you’re actually paying for? I offer unbiased guidance on pricing, quality, and value. Learn more about working together.
Mistake #8: Shopping Without a Plan
One of the most common mistakes I see? Going in to “browse” without a clear idea of what you’re looking for.
Jewellery shopping is exciting and easy to get swept up in. But without a plan, you’re at the mercy of the salesperson. It’s how people end up over budget, overwhelmed, or with a piece they don’t even love.
What to do instead
Have a strategy. Whether you’re shopping for yourself or someone else, define your goals first. Then, shop with intention.
| I help clients define their intention and guide them through the process with In-Person Jewellery Shopping.
Final Thoughts: Jewellery Should Feel as Good as It Looks
You don’t need to become a gemologist to shop confidently. You just need someone in your corner who knows what to look for, and what to avoid.
As a jewellery concierge, I help my clients shop in-store with clarity, ease, and zero pressure. Whether you’re shopping for an anniversary, proposal, milestone, or “just because,” I’ll guide you through every detail. We’ll make sure you walk away with a piece you love, not one you were sold.
Ready to feel confident about your next jewellery purchase?
✨ Ready to find jewellery that actually feels like you?
👉 Follow along on Instagram @refined.by.robyn