If you ever want to buy diamonds, you should buy online for many obvious reasons. 1. Diamond retailers online tend to offer prices 20-30% lower than retail prices. For example nikash diamonds can offer you prices of 20% lower than what you might find at places like Jared's or Kay Jewelers. 2) You don't have to pay sales tax usually saving you over 8% which is a lot if you are buying anything over $1000. 3) You can get sites like nikash diamonds which can offer customer service that is unparalleled and you can't even find in local diamond stores.