When buying diamonds, buy what you can afford. Some say two months salary is sufficient. Don't buy a diamond just because there is a "sale." This is most likely marketing hype and will not result in any savings. Diamonds do not go on sale because the profit margin is much lower than regularly jewelry and prices are determined more or less on market conditions.

Don't buy into the hype of carat weight. As explained in the carat weight section, two diamonds of the same weight could have much difference diameter sizes. The last thing you want to do is buy a one carat poorly cut diamond that looks like a 3/4 ct diamond from the top. When your loved one goes to show it off, people will not be impressed with the 1 carat size because it will look much smaller or disproportionate.