Engagement rings · Buying guide
Buying an engagement ring online vs from a jeweller in Australia
Either way can get you a beautiful ring. What decides whether it's a fair deal is what's actually in the ring, not the channel. Cheap rings are often built light, with thinner shanks and skimpier claws, and that saving never shows in a photo. So ask any seller for the ring's weight in grams. And know that bowtie and milkiness, two things that make a diamond look dull, aren't graded on a GIA or IGI report.
What buying online gets right
There's a lot to like. You can browse at midnight, compare specifications with no one hovering, and see prices and grading reports before you speak to anyone. For a nervous first-time buyer, that pressure-free research is worth a lot.
You're protected, too: the ACCC is clear that online businesses have the same responsibilities as physical ones, and your consumer guarantees apply online. What a screen can't show you is the ring's real weight, how a claw feels against your finger, or who actually made it.
| What matters | Buying online | Buying in person |
|---|---|---|
| Seeing the ring | Photos and video. Screens flatten proportions. | Try it on your own hand, beside other styles. |
| The diamond | A grading report with the listing. | The report, plus the stone itself in real light. |
| Gram weight and build | Rarely listed. Ask for it in writing. | Weighed on a scale in front of you. |
| Resizing and aftercare | Often means posting the ring back. Ask who does the work. | A counter to walk back into. Ask who does the work. |
| Returns | Check the change-of-mind policy and what it excludes. | Check the same, and ask to see the diamond first. |
| Accountability | Often a support team, not the maker. | You can meet the people who will make it. |
| Hidden costs | Overseas orders can attract import costs and fees. | No import charges on a local purchase. |
Australian Consumer Law covers faulty items either way.
Why do two identical-looking rings cost so differently?
Because the fastest way to cut the cost of a ring is to build it lighter: a thinner shank, skimpier claws, and less metal wherever a photo can't see. A thin band is cheaper to make, but it is more likely to bend out of shape, and over years of wear it can weaken or crack. None of that shows in a photo. It only shows on a scale. For porosity, claw wear and what "built to last" costs, read why a cheaply built ring costs more in the long run.
The one question that exposes a cheaply built ring
Ask for the ring's weight in grams. It's the one number a seller can't dress up in a photo. A showroom can weigh any ring in front of you on the spot; we do it routinely at our Frankston bench. Most online listings never give the figure, and if a seller can't or won't tell you, take note.
There is no single correct weight. A slim vintage-style band will always weigh less than a chunky halo of the same size. The point is comparison: once you know the weights, ask why one ring weighs so much less than another that looks the same. A good jeweller will have a straight answer.
Pair it with the last two of GIA's tips for buying an engagement ring: choose a reputable jeweller, and insist on a diamond grading report. The gram weight tells you about the metal; the report tells you about the stone.
What happened when a customer bought online
A customer once paid an American retailer more for an engagement ring than our price for the same design, believing the higher price meant better quality. It didn't. The imported ring weighed 2.5 grams and had no gallery rail. Our own specification for that design runs to roughly 5 grams: close to double the metal.
Same design, two builds
The imported ring: 2.5 grams
A thin shank, slim claws and no gallery rail. Each claw stands alone, so one knock can bend it.
Our build: about 5 grams
A solid shank, stronger claws and a gallery rail that ties the claws together to share the load.
At 2.5 grams and without that support, the ring was doing far less than it looked. Rather than patch it up, we remade the ring properly, to our own specification, and kept the price as low as we could. It wasn't about the margin: it put right a difficult situation, and she's been a customer ever since. The price tag had told her nothing about what was in the ring.
What you only get in person
Three things a screen can't give you:
-
Try it on
A halo that looks perfect on a model's hand can sit quite differently on yours. Photos flatten proportions in ways that surprise almost everyone.
-
Meet the maker
At Anny's you talk to the people making rings that day, in one team under one roof.
-
Hold your design
For a custom ring, we 3D print your design so you can hold and try it before any metal is cast. Revisions at this stage are done within the hour.
What a diamond report can't tell you
This catches most people out: the two things most likely to make a diamond look dull in real life aren't graded on the report at all.
Three ovals with similar reports
Lively
Bright and even across the whole face.
Bowtie
A dark, bow-shaped shadow across the middle. It shows in ovals, pears and marquises.
Milky
A hazy, lifeless look that flattens the sparkle.
You can't see a bowtie in a product photo, and the report will never mention it. So before any stone is sent to us, an independent inspector overseas checks it by eye for bowtie and milkiness. If it doesn't look right, it never leaves. When it arrives, we check it again: two checks by two separate parties, on exactly what a lab report can't tell you.
It's also why we'd rather you saw a stone in real light before you commit. Our 7-day diamond return lets you see selected diamonds in person before you decide. More on diamond tinge and milkiness.
After you buy: why the channel matters
A problem a year in is exactly when "who do I call?" becomes a real question. With us, the team that makes your ring also services it, so a resize, a clean or a claw check is a conversation with people who already know your ring.
- Complimentary Lifetime Cleaning & Polishing on any piece bought from Anny's, in store or online.
- Engagement rings from Anny's include one free resize within the first 2 months, for a change of up to three ring sizes.
- For a custom design, 80% is due at CAD sign-off and the remaining 20% on completion or collection.
Buying from overseas? Bringing a ring into Australia can attract import costs and fees that never show at checkout, and they're the buyer's responsibility. Check before you pay.
Questions to ask before you buy, anywhere
- What does the ring weigh in grams?
- How thick is the shank, and is there a gallery rail supporting the claws?
- Is there a GIA or IGI grading report for this exact diamond?
- Has someone checked the stone by eye for bowtie and milkiness?
- Who makes the ring, and who will resize and repair it?
- What can be returned, and what is excluded?
- Will import costs or fees be added?
For the fuller list, see our questions to ask your future jeweller.
Frequently asked questions
Is it actually cheaper to buy an engagement ring online?
Sometimes on the sticker price, but not always once you compare like with like. A lighter, thinner ring will always look cheaper than a properly built one of the same design, so compare gram weight and construction, not just the price.
Can you fix or remake a ring bought online?
Often, yes. Bring it in and we'll give you an honest assessment. Depending on what's wrong, that might mean a repair, a new shank, or in some cases a full remake, as it did for the customer in this article.
Can I return a custom ring if I change my mind?
No. Ready to Ship online purchases shipped from our warehouse, including sale items, qualify for a refund under our 14-day change-of-mind policy. In-store purchases, including sale items, qualify for store credit within 14 days of purchase. Items must be unworn and unused, with tags, original packaging and proof of purchase; contact us for approval first. Custom-made and made-to-order pieces have separate terms. For diamonds, our 7-day diamond return lets you see selected stones in person first. Your rights under Australian Consumer Law, including for faulty items, always apply. Read our returns policy for full details.
Thinking it through in person?
Visit our Frankston workshop to try rings on, see them weighed and meet the people who make them.
For our Collins Street showroom, please email us first and wait for our confirmation before visiting.