Make Your Valentine’s Day Jewelry Purchase Sparkle

February 05, 2018

If you will be giving jewelry for Valentine’s Day, plan ahead to investigate sellers and options. Consumers who are shopping for jewelry at the last minute may risk making a disappointing or frustrating purchase.

 In 2017, BBB Metro NY received over 90 complaints about jewelry retailers on issues including missing gems, substandard quality, faulty repairs, and problems with custom-designed jewelry. Complaints and scam reports were received about both brick-and-mortar stores and online shopping sites.

 “When purchasing jewelry, whether online on instore, be sure to deal with reliable and reputable sellers,” notes Claire Rosenzweig, President and CEO of BBB Serving Metropolitan New York, “With a bit of research and planning, your jewelry shopping should be a rewarding and successful experience.”

BBB Metro NY offers the following tips for a sparkling experience when jewelry shopping:

Know your jeweler. Visit to see a company’s Business Profile.  Read both complaints and reviews carefully. Check to see how well the business responds to consumers who complain.

  • Whether shopping online or in-store, before you buy anything check all terms and conditions carefully, including return and refund policies. If policies are not obvious and clearly disclosed, ask to view them in writing before buying.
  • Jewelers should fully disclose relevant details about the quality and condition of jewelry, including gemstones, in advance of purchase. Ask the seller to disclose more information if you are unsure about the nature of an item. Save all paperwork, including documentation of stone and/or metal quality analysis. Request that all verbal promises be documented in writing. False or misleading representations about jewelry and gem quality may constitute fraud.
  • New York State law requires that sellers of certain merchandise that is marked as “sterling” or “gold” must meet specific minimum standards. Sellers of artificially colored or treated diamonds are also required to disclose certain facts about such gems. In addition to state and federal laws, New York City consumer protection laws may also impose requirements about issues such as disclosures, advertisements, pricing, sales, and return policies.
  • If you have a problem with the jewelry you’ve purchased, try to resolve it with the dealer first. If that doesn’t succeed, you can file a complaint with BBB or with governmental authorities such as FTC, the New York State AG’s office, or New York City’s Department of Consumer Affairs,
  • Remember, if a deal appears to be too good to be true, it probably is a scam. 


Additional BBB Metro NY tips on buying fine jewelry are available here.  

 About BBB Serving Metropolitan New York

For more than 100 years, Better Business Bureau has been helping consumers find businesses, brands and charities they can trust. In 2016, people turned to BBB more than 167 million times for BBB Business Profiles on more than 5.2 million businesses and Charity Reports on 11,000 charities, all available for free at The Council of Better Business Bureaus is the umbrella organization for the regional, independent BBBs in the United States, Canada and Mexico, as well as home to its national and international programs on dispute resolution, advertising review, and industry self-regulation. The BBB Serving Metropolitan New York was founded in 1922. Visit or for more information.