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Bottom Line Recommendation:
Diamond sales and promotions can be found throughout the year and are offered by almost every jeweler in the industry. By choosing a high-quality, reputable vendor, like James Allen or Blue Nile, you’ll receive excellent value from the start, like with this beautiful Halo Ring.
The best vendors rarely have large discounts, but offer small ones during the holidays and other promotional periods. For example, James Allen and Blue Nile never discount their diamonds, but sometimes offer sales on their settings.
Because the savings aren’t huge with high-quality vendors and jewelry, it’s probably not worth it to wait for a sale. If the savings are large, it’s a huge warning flag that the company is ripping you off to begin with. It’s more important to plan in advance and take your time in selecting the best diamond, than jump on a sale and feel pressure to purchase during the holiday window.
Know that you want to propose soon but unsure of the best time to buy? You’re not alone: many shoppers want to know the best time of the year to buy a diamond. And with diamonds, things are a little different than with other products and goods. There isn’t a huge profit margin on diamonds, so the sales tend to be smaller than with other products. Still, there are certain months that will give you better prices and options.
Our article gives you honest information about the best time to buy a diamond, so you have the greatest chance of getting the most beautiful diamond for your budget. We recently helped one of our readers find this fantastic round diamond halo engagement ring. This ring was a phenomenal value, even though it was purchased a couple of weeks before Black Friday. Keep in mind that because the savings aren’t huge, it’s probably not worth it to wait for a sale period. If the savings are large, it’s a warning flag that the company is ripping you off to begin with.
While there is no ‘one magical time’ to buy a ring, you can find perks for shopping during certain seasons and holiday marketing. Shoppers often assume that prices will be higher when there’s more demand—like during the holiday season from November to February—but that’s actually not the case. Diamond vendors are eager for shoppers, so they offer discounts to encourage buyers to choose their company.
The typical seasonal promotions and sales in brick and mortar stores don’t apply to high-quality diamonds. Steer clear of signs that promote a massive sale or 25% or 50% off. These promotions are a red flag: they indicate that the diamond is of significantly lesser quality.
Before anything else, be sure to choose a reputable vendor for your ring—ensuring that you’re getting a great value to start with. We highly recommend Blue Nile, James Allen and Brian Gavin Diamonds. These are trustworthy vendors who offer excellent value for superior diamonds and settings. All of the diamonds from these vendors come with a reliable certificate from AGS or GIA.
That said, reputable vendors may offer slight discounts or seasonal promotions. The sales might save you a few percent on your purchase. Below we outline the best times to buy a diamond ring.
Around the Thanksgiving holiday, many stores and websites offer deals on Black Friday and Cyber Monday. With Christmas and New Year’s in sight, and with Valentine’s Day not too far behind, purchasing an engagement ring during these sales might be an excellent time. Many people plan to propose during the holiday season from December to February, because it’s easy to celebrate with family and friends. This special time of year becomes more special with an engagement.
Note that the discounts are minor for Black Friday and Cyber Monday if you’re buying from a company that offers good value to begin with, like with James Allen and Blue Nile. Their profit margins aren’t large, so there isn’t much room for serious discounts.
While you do save some money during the holiday season, it’s also the time when diamonds are flying off of the shelves. Many factors go into buying a diamond, and you want to ensure you’re making the right purchase. It’s possible that—during the holiday season—while contemplating which diamond to buy, the best choice will be gone and sold by the time you’ve decided.
Leading up to the holidays, most businesses post ads for sales and discounts. Stores are competitive with one another to snag customers, and it can be a great time to get a good deal. Because it’s likely that others will be looking to buy a ring at the same time, start your search early. You’ll have a larger selection and more time to think through your purchase.
Some shoppers prefer to avoid the holiday rush, as it can be harder to find a ring within your specifications. If you want to take your time in looking at various prices and diamonds, you may not prefer the busy holiday season. The one you want might be gone by the time you come back to it.
February 14 is another favorite day for proposals. Shopping for an engagement ring in late December and early January can be advantageous since you’ll likely beat the crowds.
Some promotional sales will be happening, although you’ll see minimal percentages with high-quality vendors like James Allen and Brian Gavin Diamonds (because you’re getting a great price to begin with).
Get ahead of other spring and summer proposals by shopping soon after Valentine’s Day and in early spring. You won’t feel pressured with holiday sales or large crowds. Jewelers and vendors will likely have more time to spend with you. Some spring promotions may be available, but aren’t as frequent as during the holidays. You’ll have plenty of time to look for the right engagement ring.
Whether it’s on the beach or up in the mountains, the summer offers plenty of beautiful backdrops for a proposal. It’s also a season for romantic getaways and family gatherings.
Plan at least a month or two (or even three) in advance for your ring purchase, so you have it ready for that perfect location and timing. While occasional summer deals do exist for jewelry, the advantage of buying in the summer is that you don’t have the holiday rush. You can take your time in selecting an engagement ring that’s truly exceptional.
September and October are often the best months to buy an Engagement Ring. These are often quieter times for the jewelry industry. Some diamond vendors will run promotions to encourage shoppers to buy during the fall season. You’ll also have the luxury of fewer shoppers vying for the engagement ring you want. If you’re planning for a holiday engagement, autumn is an excellent time to buy, if you’re able to shop in advance.
Because there are many great opportunities to buy an engagement ring throughout the year, a little diamond knowledge and planning will go a long way. Review our Diamond Pro educational resources to ensure you choose a beautiful engagement ring at an excellent price.
Here we offer the best tips for buying an engagement ring—no matter the time of year.
Throughout our extensive years of experience in the diamond industry, we have found that online vendors offer the best selection and best value. Diamond dealers like James Allen, Blue Nile and Brian Gavin Diamonds are trustworthy and reliable, and offer some of the best inventory in the world.
We highly recommend looking for a ring through a reputable online vendor above any brick and mortar store. The best engagement ring stores are online. Nervous about buying online? Blue Nile and James Allen have exceptional return policies, and also allow you to view every diamond up close before purchase.
Eye-Cleanliness is Paramount
In our opinion, a consumer’s goal should be to find the cheapest (in regards to clarity; other factors matter as well) “eye-clean” diamond you can find. We use “eye-clean” to describe diamonds that may have inclusions if you look at them with a magnifying glass (or microscope or loupe), but the typical person can’t see the inclusion with their naked eye.
We have recently developed Ringo, a patented artificial intelligence model, that can examine videos of diamonds and determine if they are eye-clean. Ringo will also filter for other parameters like making sure the diamond is well-cut, doesn’t have fluorescence issues and will match the style setting you choose.
Although it’s certainly not required, we recommend beginning your search for an engagement ring about two to three months before the proposal. This allows you time to narrow down your options, look for the right vendor and have the jewelry be made and shipped. You’ll also have the advantage of negotiating prices and ensuring you have the most beautiful ring for your fiancé-to-be.
You may feel pressure to buy a ring during a sale to save a couple of hundred dollars (at best). Don’t let marketing gimmicks drive your decision. Remember that this is a once-in-a-lifetime purchase. He or she will be wearing the engagement ring for the rest of their life.
Choosing a beautiful, well-crafted engagement ring will far outweigh any small discounts you receive. If you want to propose during the holiday season (November to February), plan in advance as best you can. Research and planning is the best method for ending up with a diamond that’s truly exquisite. You’ll get excellent value based on your diamond knowledge and vendor selection—more than any sale will benefit you.
If you’d like help searching for a high-quality diamond, reach out to our experts. They can help you review diamonds or source diamonds based on your specifications.
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