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It seems we never go a week without chatting with someone who asks, "So how much do you sell your rings for?"
I reply, "Oh, a tungsten carbide wedding band like yours is $99 on our website. How much did you pay?"
Usually they don't even want to say, but it's almost always between $300 and $400. They've been duped by the jeweler in the mall or on the corner of Main Street.
How does one avoid getting ripped off while shopping in an industry that has one of the highest markups on the planet Earth? We suggest the following guidelines.

#1 - If a deal is too good to be true, it's too good to be true. I can't believe people are thinking they found the deal of the century when they buy a "genuine" Rolex online for $68 only to be floored when they take it into a real Rolex shop to find out it's not the same as the $8500 one behind the glass.

#2 - Check out the Better Business Bureau at to check the validity of the company. Even if a company is not accredited it will still show if they have had any complaints in the last year. Never buy anything online without checking the BBB first. If a company doesn't list themselves on there, don't you think it might be for a reason?

#3 - Testimonials saying, "I was so satisfied with the customer service of company x because they took care of me and the product was wonderful and I want them to marry my first born daughter and blah, Blah, BLAH," are a load of bunk. People just don't write this type of think very often and if they do it's probably because they were asked to. How are you ever going to verify that Lisa from Westchestertonfieldville, Iowa really wrote that anyway?

#4 - Click on their security certificate. Simple Simon. Is it from a company you recognize or can verify on Google? When you're entering your credit card information does it say https:// instead of http://? (The "s" stands for secure).

#5 - Call the phone number listed. If there is no phone number or someone answers speaking Swahili, good luck. You've been warned.

#6 - Try out there customer response email. Is their email address or is it

#7 - Don't buy from the first place you see unless you're happy paying a higher price knowing it's EXACTLY what you want. What ever happened to comparison shopping? I always feel sorry for those couples I see drive away with a new car from the first lot they stopped at.

#8 - Internet sales are usually just a marketing ploy. What you find is a good deal today will still be a good deal tomorrow. Don't be afraid to sleep on it. Sales never end, they just change shape and form.

#9 - MSRP is a scam. Manufacturer's Suggested Retail Price is usually founded upon a survey, not what people are actually willing to pay. Anyone can go around and eventually find some crack head willing to pay $295 for a pair of sneakers that just cost $2 to import from China. At Wedding Rings Forever we only use list price comparisons, and they're actually based upon other prices we find our competitors selling the same products for. You may look at the list prices and say, "That's ridiculous..." because it is beyond me how people can charge so much for what I know doesn't cost so much. You usually end up paying for their commercials, advertising, commercial building lease, and other overhead that we've been able to avoid.

#10 - Number 10 could be a whole other slew of reasons but I will just sum is up with BE SMART. If you have to enter your Social Security Number to buy a blouse, is that smart? If you agree to help the Prince of Nigeria wire 8 billion dollars to his bank in Omaha to help his dying sister, is that smart? If someone contacts you asking for all your personal information rather than you seeking that product out, is that smart? I would expect more from the savvy internet generation we live in.

Well internet shoppers, good luck and happy hunting! Remember the most important thing is who's wearing the ring, not the ring itself.