Buying jewelry is (Surprise!) like buying anything else. You should become knowledgeable enough to make an informed purchase, and deal only with those whose reputation you trust. I wouldn't knowingly promote or advertise for any jeweler I had reason to distrust, but in truth, I've only purchased from Barsky's, BJ's Wholesale Club, and Target.
While the image of each of these stores is very different, I was perfectly happy with each purchase. (Platinum engagement and wedding rings at Barsky's, diamond earrings at BJ's, and a very nice silver heart necklace at Target--for about $16.
For some general advice on buying jewelry, check out this guide from the FTC.
Note to Jewelers: If you've got a guide or video that is educational in nature, I'd be glad to consider posting a copy on this site or linking to your preferred location. I respectfully request that to you submit only materials that are at least 90% educational in nature.
