However, customers still have bargaining power. They may decide to stop using Hotmail and opt for a genuine free service. The founding fathers of Internet had a public service attitude to free dissemination of information. If big companies charge for email, this egalitarian ideal will be lost.

The most appealing aspect of Internet for many people was precisely this level-playing field that it created. The hobbyist in any part of world could communicate and pass information (through email!) to other enthusiasts. The small entrepreneur could set up a website and make money without reference to multinationals. However, this freedom will be lost if customers are not vigilant. The big companies like Microsoft are businesses concerned with profit. The freedom of access that Internet gives to small person in any part of world is not a priority of multinationals.

© John Lynch 2004

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Rule # 4: Check with your local BBB (Better Business Bureau). This is usually one of first organizations that will receive a customer’s complaint.

Rule # 5: Make sure company you are dealing with gives a full money back guarantee of at least 5 days. This will give you enough time to have item checked by a professional (Gemologist/Appraiser) of your choice.

Rule # 6: Always choose appraiser / gemologist yourself. Never let salesperson recommend one. If firm recommends an “independent” appraiser or sends item (s) to an “independent” appraiser/gemologist of their choice, rest assure, that they are in cahoots. (If you have to sign a contract, would you ask other parties lawyer for advice? Or would you hire your own lawyer?)

Rule # 7: Don’t be blinded by photos of diamonds. In most cases are very misleading. Everyone who understands a little about photography knows that, photos are totally worthless. You need scientific facts of diamond, which are written in Diamond Report, or Certificate. The more details you get better. AGS (American Gemological Society) provides at moment North Americas top certificate. It will mention details of cut that are most important and unfortunately most ignored. Crown angle in degrees and height in percent. Pavilion depth and girdle thickness. AGS is as tough as GIA (Gemological Institute of America), but gives you much more scientific details.

Rule # 8: If you found your stone, go for it! Don’t wait too long because this diamond could be sold to someone else and you have to start all over again. There are no endless supplies on diamonds in every size, shape, clarity and color out there. Like with most things in life, you often have to compromise.

Rule # 9: Compare apples with apples! When you compare one diamond and it’s price with another, hold both certificates (print out copies that you get via e-mail) next to each other. Look at all facts and compare, consult gemologist if data is not clear or you need advice. Comparing one company and their prices with another, take in consideration if taxes, insurance during transport and shipping are included, is any extra cost involved, certificate, appraisal etc., or does it all come as a complete package?

Q: What will New Year (2004) bring Diamond Online Industry?

A: Growth! We expect a minimum total growth of 37% this year for diamond online firms. The Diamond Wholesale Corporation (DWC Inc.) invested heavily and increased customer service as well as keeping prices at lowest level possible in order to insure satisfied clients.