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Shopping from an online diamond jewelry store provides the advantage of vast selection with the ease of 24/7 shopping and the ability to rapidly compare prices. Local jewelry stores have confined stocks resulting in restricted selection. Also, the prices at these stores are typically higher for the same diamond as the local retailer needs to recover higher overheard and maintenance costs. Online stores can have broader selection as they serve broader geographic markets and can access inventories at other jewelers. And as there are a number of bonafide online stores, so you can easily compare prices.