Many shoppers have bought their diamond jewelry and loose stones at Kay Jewelers or other brick and mortar retailers simply because they can view their stones prior to purchasing. For many years, there was no way for shoppers to view discount diamonds offered at online only diamond retail stores like Blue Nile prior to purchasing. Shoppers only had access to information on the GIA certificate and the word of a gemologist as to the quality of a stone. Now shoppers can preview similar quality stones for less at online stores like James Allen.
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