Four Tips for Buying Jewelry for Valentine's Day

If you still are scrambling for a Valentine's Day gift idea, you can't go wrong with jewelry. But learning some tricks should help anyone have an easier time picking the perfect piece. That means understanding a partner's tastes, shopping at reputable jewelry stores and learning what the wording means in terms of how gemstones are graded.

And there's plenty of opportunity to haggle for the best price.

"It is a big time to buy jewelry," says Amanda Gizzi, a spokeswoman at the Jewelers of America, a trade association with more than 8,000 retail members. "There are some wonderful sales to be had. Look for the best pieces for your budget, but don't be dazzled by the discounts."

The median price for a piece of jewelry is $350, excluding engagement rings and wedding bands, the trade group says.

Here are some tips:

KNOW YOUR LOVED ONE'S TASTE

Look at what your partner is wearing and what's in the jewelry box. If your special someone likes small earrings, don't get big hoops. And if that person is active, don't buy rings with high settings, says Gizzi. Among the trends this year: updated classics like hoop earrings with diamond chips, or layering rings or bracelets. If you plan to buy diamonds, see if there's a way - subtly! - to find out if your partner would rather sacrifice size over quality or vice versa.

CONSIDER SYNTHETIC DIAMONDS

If you want something sparkly but want to avoid gems from conflict zones, synthetic or man-made diamonds are about 20 percent to 40 percent less expensive, according to DealNews. Produced in a laboratory, they are chemically the same as mined diamonds, as opposed to simulated diamonds, which are usually cubic zirconia or moissanite. Pure Grown Diamonds, the world's largest distributor, has a directory on its website of stores by zip code that offer lab-grown diamonds. While a gemologist wouldn't be able to tell the difference between mined and synthetic diamonds, a jeweler needs to tell buyers the origin.

DO RESEARCH AND LEARN THE LINGO

Check out sites such as Jewelers of America and online retail sites such as Blue Nile for help understanding key terms - for example, what clarity means when you are talking about diamonds - and topics such as how gemstones are graded. Bluenile.com, which also has begun opening in-person showrooms, offers tools to compare the prices of 150,000 independently graded diamonds.

TAKE PRECAUTIONS AGAINST FRAUD

First, be cautious about a store always offering discounts of more than 50 percent. Consumers may find the discount price is actually the average retail price elsewhere, says the Jewelers of America. Buy from a trusted retailer. Ask friends for recommendations, or go to websites such as the American Gem Society, which lets you search for reputable jewelry stores by ZIP code.

As for diamonds, consumers should insist a stone be accompanied by an independent grading report from a respected lab like the Gemological Institute of America, says Josh Holland, Blue Nile's director of brand experience.

Also, check out the return policy and find out whether you'd get your money back or would have to exchange an item for credit. And haggle - it's a common practice in the jewelry business, Glaser says.