Lumera Diamonds Fake Listings Online Diamond Retailer GIA  Internet

The post above states that a diamond was found on Lumera, which was also available at a local jeweler.  This is correct and very common.  Lumera often offers the exact same diamond (at a much lower price) as can be found at a local jeweler.  This is because the diamond’s manufacturer (and true owner) chooses to offer the diamond to both retailers (Lumera and the local jeweler); happy to have either sell the item.

If the diamond is sold by the local jeweler, the jeweler notifies the manufacturer, who then removes the listing from Lumera.  In some cases (as the one above), this process is delayed.  Often this is because the jeweler does not report the sale immediately. 

When the diamond is not immediately reported as sold, it may appear on Lumera for a time while not available.  However, Lumera does not attempt to sell these diamonds, and if a customer inquires about the diamond, bringing it to our attention, the diamond is removed by Lumera, and the manufacturer notified of their error.  There is absolutely no intent to harm or mislead. 

While the situation is rare, when a purchaser does find his or her diamond listed on Lumera, the price is usually much lower.  This can be embarrasing to the local jeweler, who may then tell the purchaser that the listing is fraudulent.  This may cause the purchaser to become upset, but saves the jeweler from explaining why they charged a much higher price for the same diamond.

What the original poster has discovered is, ironically, to his benefit.  This system allows a diamond to be listed by multiple retailers, lowering the price of the diamond dramatically due to this competition among sellers.  This system is not unique to Lumera, but common with every online jeweler.  We stand by our very strong reputation with our customers, and our proud of how Lumera is able to bring lower prices to the world of diamonds, even to those customers who purchase elsewhere.