If you know someone who is shopping for a diamond ring you might want to have them watch this video. One man did some investigative work into brand name jewelry stores to see how they market their diamonds. I found it fascinating that they don’t want people photographing the tags of the diamonds as that information is what anyone would need to do a price comparison. I feel better knowing I bought my wife’s diamond ring online from USAA years ago rather than buying one in a retail store.