How to buy fine jewellery online safely and feel sure it is real
QWEEN
You have found the earrings at midnight, on your phone. The price looks right. What you cannot do is hold them, so let the paperwork do the holding for you.
You can buy fine jewellery online safely when the seller shows you the hallmark, the diamond certificate and a full price breakup before you order, and lets you verify all three yourself. Then check the fit and the returns terms, and look up the HUID in the Bureau of Indian Standards' BIS Care app when the parcel arrives.[2]
Is it safe to buy fine jewellery online?
Buying fine jewellery online is safe when you can check the piece the same way you would in a shop: by its marks, its papers and its bill. Every promise the seller makes needs a document you can verify yourself.
The good news is that the checks that matter most were never about touch. Under Bureau of Indian Standards rules, hallmarked gold carries the BIS logo, a purity mark and a HUID, and since 1 April 2023 the HUID has been mandatory on hallmarked gold jewellery.[1][2] You can look that code up yourself. A diamond report carries its own number, which you can look up on the lab's website.
What a screen cannot show is how a piece sits on your hand and looks in daylight; a careful measurement and a video fix both.
The paperwork does the touching for you. Ask for it before you order.
How can you tell an online jeweller is genuine?
An online jeweller is genuine when it shows you who it is, where it is and what you are buying, in writing, before you order. A real business lists a registered company name, a physical address and a phone number that a person answers.
A product page should state the gold purity, the gross and net weight, the diamond weight in carats and the certificate type.
| What to look for | Where it shows | Red flag |
|---|---|---|
| Gold purity | Product page, hallmark | "Gold-plated" or no karat |
| HUID | On the piece, invoice | Missing or unreadable |
| Diamond report | IGI or GIA number | In-house card only |
| Price breakup | Product page, bill | One lump sum |
| Returns terms | Returns page | Not published |
| Delivery | Shipping page | Uninsured courier |
A common pitch is a large discount on a "certified" diamond with a certificate from a lab nobody can name. An independent lab report matters because the seller did not write it. At QWEEN, every diamond is certified, by IGI or, for signature solitaires, by GIA, and the certified jewellery page explains how.
How do you check the BIS hallmark and HUID on gold bought online?
The BIS hallmark and HUID are checked in two moments: on the product page before you order, and on the piece itself once it arrives. The hallmark has three parts — the BIS logo, the purity mark (such as 22K916 or 18K750) and the six-character HUID.[1]
The number in the purity mark tells you how much gold is in the piece. The 750 on 18K means 75 per cent gold; the familiar 916 on 22K means 91.6 per cent; 14K is marked 585, about 58 per cent gold.[1] Diamond jewellery is usually made in 14K or 18K, because harder gold holds stones more securely.
- Download the free BIS Care app from your phone's app store.
- Open "Verify HUID" and type the six-character code from the piece or the invoice.
- Compare the purity and article type the app shows with the product page.
- Keep a screenshot with your invoice for your records.
- If the details do not match, use the complaint option in the same app.
The BIS Care app is run by the Bureau of Indian Standards, so the answer comes from the authority, not the seller.[2] A phone camera on zoom helps you read the tiny code, and our guide to the BIS hallmark and HUID walks through it. Every QWEEN piece is BIS hallmarked, so its HUID can be checked the same way.
What should a diamond certificate tell you?
A diamond certificate should tell you the stone's four Cs — carat, colour, clarity and cut — and carry a report number you can look up on the lab's own website. The four Cs are the grading system GIA created, and other labs grade on the same lines.[4]
Carat is weight, not size: one carat is 200 milligrams.[4] Colour runs from D, which is colourless, down the alphabet to Z, which shows a light yellow or brown tint.[4] Clarity describes tiny inner marks, and cut describes how well the facets return light.
For small diamonds in a band or cluster, the report usually covers the whole piece with a total carat weight; a single solitaire should have its own. Either way, the report number should match your invoice.
A lab-grown diamond, moissanite and a natural diamond can look alike in photographs, so the word "natural" and an independent report are your protection. Our guide to whether moissanite is a real diamond explains how they differ. QWEEN sells only natural diamonds.
What goes into the price of gold jewellery online?
The price of gold jewellery online is the gold value plus making charges, any stones, the hallmarking charge and GST, which is 3 per cent.[5] A fair listing shows each part.
| Part of the price | How it is worked out |
|---|---|
| Gold value | Net gold weight × the day's rate for that karat |
| Making charges | Per gram or a percentage |
| Stones | Carat weight × the stone rate |
| Hallmarking | A small fixed charge per piece |
| GST | 3 per cent of the total |
Under Bureau of Indian Standards rules, a jeweller's invoice must show the description of the piece, the net weight of the precious metal, its purity and the hallmarking charge.[3] The net weight matters most: it is the gold alone, without the stones.
GST on gold jewellery is 3 per cent, charged on the whole value, making charges included, even when the making charges appear on a separate line.[5] If a bill charges a different rate on making, ask why. Our guide to how gold jewellery price is calculated works through a full example. This is how to think about it, not financial advice.
How do you get the ring size right without trying it on?
The surest way to get a ring size right online is to measure a ring that already fits the same finger, then match it to the seller's size guide. Measuring a ring you already wear beats wrapping a string round your finger, because string stretches and slips.
Measure in the evening, when fingers are slightly fuller, and choose the size that passes over the knuckle. A wide band sits snugger than a slim one of the same size, so a broad style may need a slightly larger fit.
For a closed bangle like the Forever Iconic Bangle, compare the inner diameter of a bangle you already wear; for a bracelet, measure your wrist and allow a little room.
If a QWEEN ring does not fit, QWEEN exchanges it for one size up or down within 30 days; after that, QWEEN boutiques offer resizing by up to one size, subject to the design.
How can you see a piece properly through a screen?
You can see a piece properly through a screen by asking for its size in millimetres and a video in natural light. Studio packshots use bright, even light, which flatters every stone.
Check the dimensions before you fall for the picture: a stud that fills the screen may be only a few millimetres across.
Colour is the second surprise: a warm phone display can make white gold look creamy, so ask to see it on video beside another metal. Our guide to the seven colours of gold shows how each one looks. QWEEN's concierge offers a video consult, so a stylist can turn a piece in daylight while you watch.
What should you check when the parcel arrives?
When the parcel arrives, check the seal, the piece and the papers before you sign anything off. An insured parcel should arrive sealed, and recording a short video as you open it means there is a clear record if anything is wrong.
- The outer seal is unbroken and the parcel matches the tracking details.
- The HUID on the piece matches the invoice and the BIS Care app.
- The diamond report number matches the invoice and the lab's website.
- The invoice shows net gold weight, purity and the hallmarking charge.
- The piece matches the product page in colour, size and stone count.
- The clasp, screw backs and settings feel secure.
Hold the piece by a window and turn it slowly. If something is not as described, contact the seller the same day and keep every box and paper. QWEEN orders are insured until delivery and tracked by email, SMS and WhatsApp. Each QWEEN piece arrives in a QWEEN box with its certificates and invoice, sealed in tamper-evident packaging.
What if the piece does not suit you later?
If a piece does not suit you, your options depend on three policies: the return window, the exchange and buyback terms, and the warranty. A return window covers a quick change of mind; exchange and buyback cover the years after; a warranty covers manufacturing faults, not everyday wear.
QWEEN accepts returns within 30 days of delivery, on unused pieces with the invoice, certificate and box, and refunds approved returns in full; engraved pieces cannot be returned. The full terms are on the QWEEN returns page.
How does QWEEN make buying fine jewellery online feel safe?
QWEEN's view is that you should not have to take a jeweller's word for anything you buy online, so its pieces carry marks and reports you can check yourself. QWEEN sets only natural diamonds and gemstones and documents where each of its diamonds comes from.
Every QWEEN piece is BIS hallmarked. QWEEN diamonds and gemstones are IGI certified, and its signature solitaires carry GIA reports. QWEEN sources its diamonds through a single supply-chain partner, Rosy Blue, and traces each stone from Mine to Marvel™, from rough stone to finished piece. Before you order, QWEEN's concierge on +91 79772 79772 can show a piece on video in daylight.
| What you get | QWEEN's terms |
|---|---|
| Shipping | Free within India, insured, tracked |
| Warranty | One year, manufacturing defects |
| Exchange | Lifetime, as store credit |
| Buyback | Lifetime, at QWEEN's prevailing rates |
| Stone rate | Never below the invoiced rate for five years |
| Returns | 30 days, unused, with invoice, certificate and box |
| Services | Repairs, polishing, resizing, engraving |
QWEEN values its lifetime exchange and buyback at QWEEN's prevailing rates (making charges and taxes are not returned), and for five years values the diamonds and gemstones at the higher of the invoiced rate and its current rate.
When your QWEEN order arrives, look up its HUID in the BIS Care app and its diamond report on the lab's website, or check both on a QWEEN video consult.
Seeing it in the metal
QWEEN pieces like these show what to look for online: solitaire studs with their own reports, small-diamond designs covered by one report, and bangles where fit matters.
18K · Desert Noon
Close Circle Earrings
View piece
14K · Desert Noon
Hall of Mirrors Ring
View piece
14K · Desert Noon
Filigree Feather Earrings
View piece
14K · Rose Bloom
Safe Space Earrings
View piece
14K · Desert Noon
Winning Streak Bracelet
View piece
14K · Rose Bloom
Forever Iconic Bangle
View pieceSee it in daylight before you decide
A video call shows you the piece turning in natural light, and a store visit puts it on your own hand.
Frequently asked questions
Is buying jewellery online cheaper than buying in a store?
Not always. The gold rate and GST are the same either way, so any difference comes from making charges and the seller's costs. Compare the full price breakup, not the headline figure.
Can I buy physical gold online?
Yes. Hallmarked gold jewellery and gold coins can be bought online and delivered to your door. Check that the piece carries a BIS hallmark and HUID, and that delivery is insured until it reaches you.
How do I verify a diamond certificate bought online?
Enter the report number on the issuing lab's website, such as IGI or GIA. The carat weight, colour and clarity shown there should match the paper report, the product page and your invoice.
What if the HUID does not show up in the BIS Care app?
Check that you typed all six characters correctly, as some letters and numbers look alike. If it still fails, contact the seller in writing and use the complaint option in the BIS Care app.
Can I return jewellery bought online?
Usually, within the seller's return window and subject to its conditions, which often include unworn condition and original packaging. Read the returns page before you order, as terms differ between sellers.
Should I buy a solitaire online without seeing it?
You can, if it has an independent report and you see it on video in daylight first. A solitaire is a larger purchase, so seeing it in person at a store is also worth considering.
References
- Bureau of Indian Standards, Hallmarking FAQ — on purity grades and the three parts of a hallmark
- Press Information Bureau, HUID mandatory on hallmarked gold jewellery — on the HUID mandate from 1 April 2023 and the BIS Care app
- Bureau of Indian Standards, Hallmarking for jewellers — on what a jeweller's invoice must show
- GIA, The 4Cs of diamond quality — on carat, colour, clarity and cut
- GST Council, Gems and jewellery sector FAQ — on 3 per cent GST on the full value including making charges
Share this article