With major advances in science and technology, synthetic (laboratory created/man-made) diamonds and gemstones have become easier and cheaper to produce and many unscrupulous vendors are only too eager to sell them as the real deal. Add to this the huge strides made in the treatment or 'enhancing' of natural diamonds and gemstones that can make poor quality gems look like heirloom quality pieces and consumers are now faced with a mine field of possible shams and scams when shopping for jewelry. Often synthetics are knowingly sold as natural gemstones and treated gems are sold to an unknowing public without disclosing their true nature. Many of these gems are near worthless or require special care and can be ruined by simple things like cleaning.

Treatments include processes like coating with metallic layers to create fantastic rainbow effects or give the appearance of other more expensive gems, dyeing gemstones that otherwise would not be considered jewelry grade, heating gemstones until they actually re-crystallize and fill or hide imperfections, filling cracks and flaws with glass or epoxies in inferior quality crystals to make them seem less flawed or even flawless, diffusion of foreign elements to change or improve colors, radiation, using laser 'drills' to burn out flaws which leaves hollow channels behind, cementing colored layers between layers of cheaper colorless gems or using colored cements to mimic top quality gems. Online consumers need to be especially wary as the have no way of actually seeing the gemstones they wish to purchase until they arrive. Always make sure that the vendor offers a solid guarantee so that, if required, the gems can be returned for a full refund. Be especially wary of sellers who will not stand behind the quality of their products with money-back guarantees and those who charge exorbitant re-stocking fees' for any items you wish to return. Good sellers will accept the findings of a gemological laboratory and if their gems are ever found to be other than what they advertised refund the buyer promptly or replace the gems with what they originally offered in order to preserve their good reputations. To safeguard against this, consumers need to be alert and diligent. Always make sure you have your gems checked by a gemology lab equipped to separate the natural gems from the lab created ones and detect known gemstone enhancements that can make the difference between a treasure that will be passed down for generations or short-lived costume jewelry. These labs compile a report on your diamond gemstone, often referred to as a gem certificate, which will provide you with the much needed assurance. The cost of the peace of mind you will gain from having your gems check is far less than the price you will pay in the long term from buying fakes.

A recent scientific study has shown that based on a comparison with hopping in the car to go to the mall, shopping online results in a net decrease of fossil fuel use by the average consumer. And with the skyrocketing cost of gasoline, it makes even more sense to do your bit for Mother Earth while also saving your hard earned and ever diminishing cash, now doesn't it? Another scientific study shows that the collective will of online shoppers can knock down a killer asteroid on a collision course with our planet. Okay, I'm just kidding about the asteroid. We'll let NASA handle that. Or maybe the guy I met one day in my previous incarnation as a mild mannered reporter with a great metropolitan newspaper. This fellow asked to speak to me about a long forgotten article I had written. Seems he had an argument over some of the facts. I listened politely and he actually made some intelligent and articulate points.

Shopping online has evolved from the early days when the major demographic was young, well -educated and wealthy males to consumers of all ages and sexes. In fact, it's now dominated by women, young women, middle aged women, old women, young moms, grandmothers and great grandmothers. Clothing, jewelry, shoes, cosmetics, perfumes, books, baby clothes and kiddies stuff, you name it women buy it online where they can comparison shop and save money and hassle. Makes perfect sense for young moms who can't get to the mall, grandmas who want to find all kinds of neat stuff to spoil the grandchildren because they're worth spoiling and career women who don't have the time. The old expression "shop 'til you drop" is being replaced by "shop 'til you have carpal tunnel syndrome." As for us men, we don't just order fishing lures. We love our toys, especially gadgets. The internet is great for shopping for gadgets and finding gadgets we didn't know existed. Online shopping has never been safer and more secure with all that fancy encryption stuff they put on websites nowadays. Just look for an online store that treats you, the consumer, as a person and not just a credit card.

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