The American Gem Society (AGS), a non-profit dedicated to consumer protection and the ongoing education of jewelers, is providing tips for consumers to keep in mind before hitting the stores to make significant diamond and jewelry purchases before the Christmas holiday.

Be aware of inflated pricing. If a discount seems too good to be true, it just may be. AGS member jewelers must adhere to standards of business conduct that strictly prohibit inflating a price by a certain percent, then advertising that it is that same percentage off.

See it. Touch it. Feel it. Though the prices for jewelry found online are sometimes lower, AGS recommends that consumers see, touch and feel the jewelry they are considering purchasing – especially diamonds. Online purchases can look very different in person than on a screen.

Make sure your diamond is graded. Only purchase diamonds that come with diamond-grading reports from reputable laboratories that adhere to a strict standard of diamond grading. Most laboratories were created to service the trade. The AGS created a lab in 1995 with one mission in mind: to issue diamond-grading reports that protect the consumer. Ask retailers’ questions about the diamond-grading lab behind the report.

Choose a trusted jeweler. Consumers should shop with a credentialed, professional jeweler, who is a member of an organization with a strict code of business ethics, such as AGS. By shopping with a jeweler who knows and understands all gems and metals, consumers will feel less stress and more confident with their purchase.