Learn how to shop like a professional jeweler this holiday season. These are the insider secrets your favorite gemologist is using to evaluate Black Friday jewelry sales. Follow these guidelines to score new pieces for your collection, alongside the pros.

Get in, we’re going Black Friday shopping. With impressive deals on every corner, it’s the best time of year for a fine jewelry haul. Emeralds, rubies, diamonds, and gold, all wrapped up in bespoke designs, are on sale — and they’ll likely gain investment value over time. Our guide to Black Friday jewelry sales unpacks exactly how you can save and shop like a professional jeweler.

4 Easy Shopping Tips for Black Friday Jewelry Sales

Follow these simple tips to get the best deals on Black Friday jewelry this holiday season.

Decide What You Want to Buy Ahead of Time

This is the best way to get what you actually want this holiday season and not get carried away with the deals. Make a master list of jewelry and other luxuries you want to grab on Black Friday. Choose your ideal ring, necklace, bracelet, or earrings ahead of time, right down to the carat size, gold color, and setting. Don’t buy from a Black Friday jewelry sale until you find (or create) this exact piece.

Set a Budget and Browse Deals in Advance

Before you shop, decide how much you realistically want to spend during Black Friday jewelry sales. Remember, these sales only come around once a year. So consider buying gifts for Valentine’s Day, birthdays, and anniversaries ahead of time. Then, break down your budget even more and decide how many jewelry pieces you want to buy. Browse your favorite sites before the holiday season begins, and write down prices ahead of time to see how much you’ll save.

This Black Friday, Prioritize Gold Jewelry

Here’s an insider tip: gold investments are at an all-time high this year. In fact, gold is outperforming top stocks like the S&P 500, and this high isn’t projected to drop anytime soon. That said, most jewelers still have gold inventory they purchased before the value went sky high. That means you can buy gold for a lower price (especially during Black Friday jewelry sales) and instantly enjoy a return on investment.

Find Brands That Always Deliver Quality Craftsmanship

It’s easy to get carried away with Black Friday shopping, especially when the deals feel irresistible. But unfortunately, not every jeweler is reputable. It’s best practice to choose your favorite brands before the holiday excitement begins, so you don’t get carried away. This way, you have an anchor for quality craftsmanship, the four Cs, customer service, and jewelry sourcing. Scroll below to see our ultimate list of green flags for reputable jewelry brands.

Green Flags to Look for in the Best Fine Jewelry Brands

What are the ultimate green flags to look for in brands this holiday season? By checking these boxes, you’ll know you’re getting a fair price from a reputable jeweler.

• The brand uses gemological certifications from GIA and IGI. These certifications share an unbiased value report that details the quality of your piece, where it’s mined from, if it’s a natural or lab-created gem, and any inclusions on the stone.
• They aren’t constantly promoting sales on bloated pricing. Fair prices all year long indicate a jeweler who genuinely cares. If a brand is inflating prices just so they can promote huge markdowns during the holiday season, you’re probably not getting as good of a deal as you think you are.
• There’s a lifetime guarantee and a long return period. Engagement rings, diamond necklaces, and ruby tennis bracelets are all huge investments. Especially if you’re buying jewelry online, you’ll want a jeweler who minimizes your purchase risk. Look for lifetime guarantees and no-questions-asked return policies.
• The brand has a high rating with the Better Business Bureau (BBB). Online reviews can always be tweaked in the brand’s favor, but the BBB is a trustworthy source to help determine if you’re buying from a genuine brand.
• The four Cs are prominently displayed on the website. The “four Cs” stand for cut, color, clarity, and carat weight. You’ll want to see these accessible on the website, so you know exactly what kind of jewelry you’re getting. There’s nothing worse than thinking you got a great deal on a diamond ring, only to realize it’s full of inclusions.
• Natural gems and lab-created gems are properly labeled. This is a requirement for any online jeweler, since there’s a huge value gap between natural and lab-created gems. It’s totally fine to buy from a jeweler who sells both, just make sure there’s clear language that differentiates them.
• The brand offers bespoke pieces without huge markups. You simply shouldn’t be charged extra for getting a custom piece. Look for a brand that partners with you for a unique purchase and doesn’t punish you for wanting something special.
• There are plenty of 5-star reviews and images of real gems online. Do your research and browse the reviews before Black Friday. Make sure that customers are getting the same jewelry they ordered and that the brand has immaculate customer service.
• The customer service team is quick to answer any questions. And they’re jewelry experts who want to help you make an excellent choice. If you’re working with a brand that knows jewelry, you should be talking to professional jewelers, not professional salespeople.

Welcome the Holiday Season with a Little Extra Sparkle

No matter how incredible the Black Friday Jewelry sales are this holiday season, remember the true spark comes from sweet romance and time with family. Whether you’re gathering at the Christmas tree, around the holiday table, or in the town’s square for Christmas caroling, remember this season is all about who you’re celebrating with. The sparkling gems,diamonds, and gold earrings are just a bonus.