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There are several steps that you can take to make sure that the jewelry you buy online is genuine. The first and easiest step is to do a background check of the seller. A good online auction site should offer reviews of individual sellers, allowing you to check on their selling history. A seller who has left customers unsatisfied should not be trusted.
If you are buying diamonds or other gemstones, the seller should offer paperwork from the Gemological Institute of America (G.I.A.) that certifies the quality of the stones. A reasonable seller should have appraisal paperwork to back up their claims. Do not hesitate to ask for any additional information, in terms of photos or paperwork, that will help to insure the quality of your purchase.