7 Common Mistakes People Make When Buying Jewellery Online

How to Shop Smart, Avoid Regret, and Get the Piece You Actually Want

Buying jewellery online sounds convenient, until it isn’t.

- Maybe the piece doesn’t look like the photo.

- Maybe it turns your skin green.

- Maybe it arrived in a plastic pouch instead of the heirloom-worthy box you were expecting.

Online jewellery shopping has come a long way in recent years, especially for fine and demi-fine brands. But it’s still a space full of unclear terminology, inconsistent quality, and overwhelming options.

Why Shopping Online Can Be A Smart Move

Shopping online can actually save a lot of stress ( and money ). Traditional jewellery stores often have really high mark ups to cover their overheads and are much less exposure than online stores so they count on making a higher profit on the sales they do get. There's also usually a fair bit of sales pressure to buy on the spot, I know I've experienced that in the past. 

Online you've got the time and space to compare, read reviews, and really make sure you're getting exactly what you want, without someone hovering over you with a calculator!

At Argent & Asher, we’ve helped hundreds of buyers shop smarter and more confidently even if they have never walked into a showroom. 

Below are the 7 most common mistakes we see people make when buying jewellery online, and how you can avoid them with a little knowledge (and a lot fewer regrets).

Image source - stock image

1. Assuming All Gold Is the Same

Not all that glitters is real gold.

Online listings might say “gold,” but that could mean anything from:

 • Solid 14k or 18k gold (durable and high-value)

 • Gold vermeil (thick gold over sterling silver)

 • Gold-filled (less gold content than vermeil)

 • Gold-plated (a very thin layer over base metal)

The problem? These terms aren’t always clearly explained and lower-cost pieces often use plated metals that wear off in months (or weeks).

Also Read: The Contest: Solid Gold vs Gold Plated, Gold Filled & Gold Vermeil

Avoid It: Always look for the karat stamp (like 14k or 18k) and a clear breakdown of what the base metal is. At Argent & Asher, we only work with solid gold and transparent terminology,  no surprises.

2. Not Checking for Real Sizing or Scale

That dainty ring might look substantial in the photo, but if the band is 1mm wide, it may feel thinner than dental floss in person.

The problem? Most online photos are zoomed-in or show stacked pieces, making it hard to understand true scale. We zoom on our photos too so that you can see the details and craftsmanship but we'll always give you detailed sizing and weights and often lifestyle images too. 

Avoid It: Read measurements in mm and compare them to jewellery you already own. Bonus: Look for model photos or videos that show how it sits on a real hand, neck, or ear.

3. Believing “one-size-fits-all” jewellery works for everyone

When shopping online, it’s easy to assume that a necklace, bracelet, or ring shown on a model will fit and look the same on you. But every person’s proportions are unique, finger shapes, wrist sizes, and necklines vary greatly.

Choosing a piece without considering your individual sizing or style proportions can lead to a piece that feels awkward, sits incorrectly, or doesn’t give the look you imagined.

I had a customer with a wider neck than average order a choker a few months back. She was expecting it to fall a little looser than it did on her, more like it did on the model. The  model was a little slimmer and the customer was more plus size so it's just something to consider when thinking about how a piece will fit on you. 

Avoid it: Always check the listed measurements, compare them to jewellery you already own, and visualize how the size will work with your body proportions. This ensures you choose a piece that truly flatters you and fits as intended.

4. Falling for Unrealistic Pricing

If the price seems too good to be true for “solid gold and diamonds”… it usually is.

The problem? Some listings use deceptive language like “gold tone” or “diamond simulant” without explaining what those terms actually mean.

Avoid It: Learn to spot red flags in listings (e.g. “looks like real gold!”) and shop brands that break down exactly what you’re paying for - like we do in What Influences the Price of Fine Jewellery in 2025?

5. Not Understanding the Stone’s Origin or Type

Whether it’s a diamond, sapphire, or emerald - the stone matters. But not all are created equal.

The problem? Many online stores don’t specify if stones are natural, lab-grown, treated, or simulated (AKA synthetic lookalikes).

Avoid It: Look for full transparency about gem type and source. We clearly label our stones and share whether they’re natural, lab-grown, or responsibly sourced from specific regions.

6. Ignoring the Brand’s Ethos (or Lack of One)

Would you trust a mystery website with your engagement ring?

The problem? Many jewellery websites today are just rebranded dropshipping operations with no real team, values, or craftsmanship behind them.

Look for details about the team, their instagram account, real people ... the founder! ( yes that's me below, Katie Silver, Founder, Argent & Asher )

Avoid It: Choose a brand that tells you who they are, how they make their pieces, and why they exist. Argent & Asher was founded on craftsmanship, ethics, and real customer relationships, not middlemen or mass production.

Image source - Argent & Asher 

7. Skipping Customer Reviews and Photos

The best way to know if a brand delivers what they promise? Other customers.

The problem? If a brand has no reviews, no UGC (user-generated content), and no way to verify previous orders, that’s a red flag.

Avoid It: Read both reviews and look for photos from real people. At Argent & Asher, we highlight customer stories and encourage unfiltered feedback, because nothing builds trust like transparency.

Final Word: Buying Jewellery Online Doesn’t Have to Be Risky

You deserve jewellery that reflects your story, not a mystery product from a faceless site.

By understanding the common traps (and how to avoid them), you’re already miles ahead of most buyers.

Looking for a piece you won’t regret?

Start with our Signature Collections

Or,

Read: “The Real Cost of a Diamond Name Necklace ( and why ours makes sense)” to shop smarter.