1. Online diamonds are NOT cheaper.

A diamond that sells for $5000 online sells for $4600 at Bixler’s, like-for-like.

2. Online diamonds are NOT as nice as Bixler’s diamonds.

Online, many questionable diamonds are mixed in with reasonable diamonds.

How would you know which ones are bad?

Almost all diamonds online are not owned by the website that you’re visiting.

They only look that way.

Online websites are sophisticated consignment shops, listing inventory from various diamond manufacturers.

But the diamonds are not hand selected, in fact, they’re not selected at all.

Online sellers have never viewed their diamonds to verify quality or beauty because they do not own the diamonds.

That’s why Blue Nile cannot ship a diamond the same day since they must first purchase the diamond from India.

If online sellers do not believe in the diamond enough to own it why would you?

Even amongst reasonable GIA certified diamonds there are less desirable ones within each particular grade. Online, you cannot compare diamonds side-by-side so that you can see these differences.

You cannot determine whether a online diamond falls high or low region within each grade. In other words, for example, is it a good SI1 or a weak SI1?

Two diamonds with the same GIA paperwork can have very different qualities of inner fire and beauty.

You cannot determine a diamond’s luster or beauty without viewing it; there is no grade for luster on the GIA certificate.

You cannot determine whether the diamond’s fluorescence affects its beauty without viewing it.

A GIA grading report makes no determination for whether the fluorescence causes oily or haziness in the diamond.

A Bixler diamond must meet a standard higher than simply being certified by the GIA.

Bixler’s diamonds are from the top-one-percent of DeBeers mines or, if GIA certificated, other mines.

Over nine-nine percent of diamonds sold online, Bixler’s would reject.

3. Think of online diamonds just like cars that go to auction.

You see the mileage, the Carfax and a photo listed but the car dealership decided vehicle wasn’t worthy as ‘certified pre-owned'.

4. If you buy online, what do you do when you if the diamond turns out to be disappointing or misrepresented?

Look at online reviews and it will show you that it is a major hassle to return a diamond when purchased online.

5. What about the engagement rings sold online?

Most rings sold online are made in factories in India containing questionable diamonds.

Most diamonds are set into rings “cast-in-place” (as opposed to being hand-set) and are likely to fall out over time.

Place any ring sold online next to one from Bixler’s and you’ll marvel at the difference in beauty and quality.

6. Amazon

Amazon is a customer of the Independent Gemological Laboratories (IGL) grading lab owned by a British Virgin Islands holding company. Other apparent lab customers include Samuel's Jewelers, Sears, J.C. Penney's, and Modern Bride. In 2017 Samuels CEO, Farhad Wadia, voiced doubts about the company’s reports:

Wadia was concerned IGL might be enabling Samuels to sell lab grown diamonds as natural diamonds by providing false certifications, committing "consumer fraud on a massive scale". Wadia was also concerned that IGL was giving better grades to diamonds than warranted, and he received complaints from retailers including Sears. In at least one instance, IGL certifyed a lab-grown diamond that had been labeled by Samuels as natural. IGL's founder and president has posted a comment stating, that IGL does "no advanced testing … unless specifically stated" and said "lab-grown gemstones are not always identifiable in mounted conditions".