Considering buying a diamond online? You're not the only one..

A decade ago consumers would have never considered buying diamonds online says Lesley Harris, Director of Marketing of Whiteflash Diamonds. In the early days the internet was seen as a revolutionary way to buy small-ticket items, but most would have not dared to buy something as financially significant as a wholesale diamond.

Today, more and more people are turning to trustworthy e-commerce web sites to make substantial, multi-thousand-dollar purchases with complete confidence.

Convenience and increased variety have always been primary attractions for the internet consumer. Traditional shop front hours often don't fit into today's demanding schedules, and local jewellers often cannot stock the wide selection platinum rings and princess cut diamonds or round brilliant diamonds online.

What has led to this transformation? Lesley Harris explains. "More wealthy people are becoming comfortable making large diamond and jewellery purchases from trustworthy e-tailers due to the transparency in both pricing and offerings. Savvy customers can educate themselves through online research to compare price, selection, and vendor policies."

In Australian web sites such as www.tatazadiamonds.com.au are seeing this level of increased consumer confidence. Tataza reports consumers are attracted to buying high-value items online to make markable savings.

"Our customers are attracted to the quality of our diamonds, the convenience of buying online and our customer service - we are only a phone call or click away."