What are the pros and cons in your opinion?
Do you have hard-and-fast rules, or do you let yourself act on impulse?
If you have rules, do you have exceptions?
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As for me, I am deeply reluctant to buy jewellery online. I don't think you can properly see the quality of the stone/s, or check the karat of the gold, etc. I think you are not going to get a true picture of the lustre, the nacre, the cut, the facets, the colour, the depth, the fit, the way the jewellery sits against on your skin and reflects the colour and warmth, etc.
There are exceptions for me. I love antique jewellery, jewellery of beautiful workmanship with a history behind it. When purchasing Georgian rings, or Victorian rings, or early Victorian cameos, or Georgian necklaces, or - well, anything of that nature - I will rely heavily on the reputation of the seller, the detail with which he's peppered his description of the item, etc. I always communicate beforehand when it comes to buying this sort of stuff, and it helps to reassure me that I'm making a good choice.
Of course the quality of the jewellery can only really be assured once you've received the item... and even then it's a good idea to take it to a jeweller's to have it appraised.
What are your views on this?