How and Where to Buy an Engagement Ring?

If you’ve asked your friends, “Where should I buy an engagement ring?” you may have heard this answer – “International brands! Because their shops are in the city-centered department stores. Not only are they luxuriously decorated, but their engagement rings are also displayed beautifully, and their staff is always dressed in elegant suits, welcoming and serving you as if you are a first-class passenger.”

This is a reasonable answer.

We have to admit, stores like these provide quality products and services.

But what about the price?

It shouldn’t surprise you that you’ll have to pay significantly more.

Being in the diamond business for a long time, we’ve learned that a brand’s sterling reputation is one of the major factors that allow them to set prices at such a height, it could almost induce a heart attack.

From what we’ve observed, some stores price their engagement rings 300% – 1000% above the actual cost.

If you’ve had the opportunity to buy an engagement ring from one of these stores, congratulations! You are part of a minority with a high status and wealth.

But for the rest of us, whose budget is more limited, buying an engagement ring from a well-known brand could feel like an unnecessary splurge, right?

So, you may be asking yourself, “Then, where should I buy an engagement ring that offers quality at a fair price?”

We’ll Give You 3 Options to Choose From:

• Shops & Department Stores
• Online Diamond Stores (Facebook & Instagram)
• Private Jeweler

Let’s explore the pros and cons of each together.

Shops & Department Stores

Engagement Ring Price Range: THB 9,000 – THB 5,000,000

When you’re walking through a department store on a holiday, you may notice small counter shops lined up around the store. These counters usually feature 1-2 staff members ready to greet you as you browse. Customers stand outside, choosing engagement rings from behind a glass wall.

Some stores have their own rooms, with exquisite jewelry displayed at the entrance. Every time you walk by, it’s hard not to peek, as their diamonds sparkle under perfectly arranged lighting.

For the sake of professionalism, we won’t mention any specific brands, as we’re all in the same business, and it’s best to remain respectful.

Jewelry Stores In Department Stores Appear Trustworthy

The primary reason many people choose to buy their engagement rings from these stores is that they appear trustworthy. Their reputation and prime location, combined with professional-looking staff and an established presence, provide a sense of reliability.
These stores typically have a wide variety of engagement rings on display. You can try on several rings and immediately see how they look on your finger, which is an advantage.

Buying diamonds from these counters feels reassuring because of their reputation and location. However, if you have a specific type of engagement ring in mind that you found online, you may be disappointed. The store might not have the exact design you’re looking for.

This might leave you having to compromise and choose the closest available model while feeling guilty about spending money on a ring that wasn’t your first choice.

The Price Might Be Much Higher Than The Quality

Although some of these shops offer custom engagement ring crafting services, you might find that you’re paying more than expected.
That’s because these stores have high “operating costs.” This could be due to their prime location in department stores, elaborate décor, staff salaries, brand reputation, licenses, and so on.

One hidden cost that many don’t think about is the “opportunity cost” from the store’s “inventory cost.”

For example, if a counter shop sells engagement rings at an average price of THB 30,000 and has about 100 rings on display, the store has an opportunity cost of around THB 3,000,000 per branch.

This cost is typically added to the retail price, justifying the risk.

So, when buying from department store shops, always ask yourself, “Am I paying too much for this?”

Conclusion: Pros and Cons of Department Store Jewelry Shops

• Pros There’s a wide variety of engagement rings. Their brands feel trustworthy due to their many branches and dedicated store locations.
• Cons You might not get the exact ring you want. Staff might not be jewelry experts. The price may not reflect the true quality due to high operating costs. Some diamond gems may be of lower quality, and once set in the ring, flaws may be harder to spot.

Read more: 3 Tricks To Buying Men’s Wedding Rings To Surprise Your Special Someone!

Online Jewelry Stores (Facebook & Instagram)

Engagement Ring Price Range: THB 5,000 – THB 500,000

In today’s age of e-commerce, it’s normal for businesses to expand into online sales, offering consumers the convenience of shopping from home.

This applies to the diamond accessories business as well, with many shops using online platforms like websites, Facebook, Instagram, and Line to sell their diamonds.

But… are you willing to spend tens of thousands on an engagement ring without any receipt or insurance?

This leads to an important question:

Can They Be Trusted?

If we exclude department store jewelry shops with their own online platforms, many new online jewelry stores have no physical store at all.

Some of these shops claim they offer the lowest prices.

Some stores have owners who personally guarantee the quality and trustworthiness of their products.

We respect the marketing efforts of these shops.

In terms of retail price, some online stores sell engagement rings for as little as THB 3,000. Some even hold live auctions, starting in the low hundreds, generating social media buzz with likes and shares.

But how do these online jewelry stores set their prices so low?

Here’s what we’ve analyzed.

2 Main Reasons Why Most Online Stores Can Set Their Prices Low:

1. No Physical Store Costs (No Retail Space)

Most online stores say their prices are low because they don’t have to rent space or hire staff. However, don’t forget that some online stores also have physical locations. If we’re only talking about stores without a retail space, their trustworthiness may not be on par with those that do.

2. Lower-Grade Diamonds (Lower Cost)

The beauty of a diamond is measured by the 4Cs that you’re likely familiar with. When it comes to clarity (the clearness and flaws of a diamond), diamonds sold at lower prices usually have a clarity level of SI – I.
These diamonds tend to have many visible flaws, which is why they’re referred to as “lower-grade” in the diamond industry.

In some cases, the diamonds may also have poor cuts, resulting in an unbalanced appearance and little to no sparkle or brilliance. These diamonds fall into the lower-grade category, causing their price to drop significantly compared to another diamond of the same size but a higher grade, such as a 3EX diamond or a “Triple Excellent Cut.”

Learn more: 4C’s of Diamonds

True, The Price Is Low, But Is The Quality Good?

When it comes to reselling lower-grade diamonds, they often have little to no space in the market, and their resale prices are significantly lower.
That’s why lower-grade diamonds aren’t ideal if you’re thinking about long-term investments.

Conclusion: Pros and Cons of Online Jewelry Stores

• Pros Engagement rings may be cheaper than those from physical retail stores. They offer convenience, as the rings can be delivered straight to your home.
• Cons Lack of trust due to no physical store. You can’t physically inspect the engagement rings, only view photos. Cheaper diamonds are often lower-grade, with visible flaws. Some stores lack expert craftsmen to set the diamonds properly.

Private Jeweler Focused on Custom-Made Pieces

Engagement Ring Price Range: THB 10,000 – THB 10,000,000

Ordering an engagement ring directly from a private jeweler might seem like a novel concept – are there such stores?

In fact, private jewelers have been around for a long time. This idea has become popular in the West (especially in the USA) because it caters to modern consumers’ diverse tastes.

Thus, a new service was born: custom-making accessories that reflect the individual preferences of each client. The price is lower than department store jewelry shops because consumers can set their budget.

Private Jewelers Must Be Deeply Knowledgeable

Private jewelers in Asia are relatively rare, as they must be experts in diamond selection and possess the skill to craft the jewelry in-house.
Setting a diamond into a ring is a precise process, and outsourcing this work could compromise the quality.

At Above Diamond, we’re proud to be among the first private jewelers in Thailand to fully offer custom diamond jewelry services through our unique work process.

When you work with a private jeweler, you typically receive these benefits:

• • Value for Money: Many private jewelers have industry connections or come from a background in diamond wholesale, allowing them to offer diamonds of exceptional quality, from 0.01 carats to 100 carats. Most importantly, you can be confident that the quality of the diamonds you receive matches those offered by international brands, along with certifications from renowned institutions such as GIA and HRD. Plus, you can set a budget that works for you.

• Next-Level Customer Service (Lifetime Service): In addition to your high-quality diamond, you’ll also receive personalized service from an expert with deep knowledge of diamonds. We’ll answer any questions you have and help you choose the ring setting that fits you best.
• Design Your Own Engagement Ring (Custom-Made): The major appeal of working with a private jeweler is the freedom to design your engagement ring exactly how you want it. For instance, if you’ve seen a ring design you love from a foreign brand, you can custom-make it at a more reasonable price. With a private jeweler, you can also ensure the ring fits perfectly and engrave your name on the inside of the band.

From our experience, more than 70% of our clients come to us with a specific ring style in mind, often showing us saved pictures on their phones. They want a custom engagement ring that matches their dream design while saving on cost.
Conclusion: Pros and Cons of a Private Jeweler

• Pros You can custom-order the engagement ring of your dreams. High-quality diamonds at a price that suits your budget. Expert advice from experienced professionals. Highly trustworthy, with years of industry experience and a physical store presence.
• Cons Fewer branches, with a focus on quality over quantity. Less selection of ready-made products in-store. It takes 1-3 weeks to complete a custom engagement ring.

Read more: What are ‘D Color Grade’ diamonds and are they worth buying?

Conclusion: Trustworthiness Is Key.

For many, buying a diamond ring is a “once-in-a-lifetime” investment that symbolizes their love and commitment. Or it could mark a major milestone in their career.
That’s why, when buying an engagement ring, you should look beyond just price and quality. The most valuable thing a jeweler can offer is sincere advice and lifetime service. Because, as the saying goes, “a diamond is forever.”

Where Should I Buy an Engagement Ring?

If you’re looking for a **private jeweler** you can trust, to order an engagement ring for a special occasion, where you can also set your budget, design the ring, and engrave a name – you can contact us at Above Diamond.
We promise to provide you with excellent, personalized service as Thailand’s original “Private Jeweler.”

Contact us

Read more: Our guide to buying 1 carat diamonds