BEFORE  YOU SHOP FOR A DIAMOND, AT JONES BROS. OR ANYWHERE ELSE, ARM YOURSELF WITH THE FACTS.

Buying a diamond for an engagement ring is one of the most exciting and emotional purchases you'll ever make. So to be sure you're getting the most diamond for your money, you'll need to know a few facts before you shop.

FIRST THINGS FIRST: LEARN YOUR CS.
That's the Cut, Color, Clarity and Carat. These are the 4 things that determine the grade and price of the diamond. The cut is graded based on how well the diamond cutter cuts the diamond. The color tells the subtle degrees from totally colorless to slight tinges of color. The clarity grading tells you how free the diamond is from natural blemishes that are discernible only through magnification. And the carat represents the weight, and therefore the size, of the diamond.

MAKE SURE YOU LOOK AT THE DIAMOND'S GRADE. (But also consider who's doing the grading.)
A diamond is graded based on its color, clarity and cut. Every Jones Bros. diamond is strictly graded to Gemological Institute of America standards and it is guaranteed to be exactly what we say it is on its accompanying receipt or Jones Bros. appraisal. Trust is the most important factor in buying a diamond and at Jones Bros. we guarantee the grade no matter if it is certified or not to be exactly what we are selling it to be.

IF YOU'RE BETTER AT BUYING DIAMONDS, YOU'RE BETTER AT SELLING THEM, TOO. 
Two similar diamonds can be sold for different prices. The cost the jeweler themselves pay for each diamond determines the retail price. Every jewelry store you visit will have a different system for purchasing the diamonds they offer to their customers. Jones Bros. buys diamonds in quantities that most independent jewelers cannot. This gives us access to better prices which are always passed on to the customer.

We carry the Peoria area's largest selection of diamonds which means we buy more diamonds than anyone else. And just like with most products, the more you buy of an item, the lower you pay for each. So no one in Peoria pays less per diamond than Jones Bros. And no one can sell you a diamond at a better price.

DON'T FALL FOR THE FAKE SALE
Some jewelry stores love the idea of a sale. And buyers, too, love to save money on diamonds. But ask yourself this: if a store is willing to sell you a diamond at a lower price one day, why wouldn't they sell you that diamond at that price any day? Shouldn't the price be low all the time? Here's why it isn't.

Too often, jewelry stores mark their diamonds up to inflated, unrealistic prices so they can either bring the price down during a sale, or have you negotiate the price down while shopping. Your ability to haggle shouldn't dictate how much you pay. Nor should you have to wait for a "sale" in order to pay a fair price. You get our best price everyday. Jones Bros. prices are set at a fair, honest price every day. That's the way it should be.