Shopping for jewellery can sometimes be confusing. For this reason, your professional jeweller and the Canadian Jewellers Association have produced this guide on shopping wisely for jewellery.

Learn as much as you can about the jewellery you want, before buying. Feel free to ask questions when you are shopping and let the jeweller know if you do not understand a term used.

When comparing prices, be sure that you are comparing similar merchandise. For example, two diamonds may be for the same carat weight but if they differ in colour, clarity and cut (i.e., their quality), these important factors will affect their price.

Remember that if an article bears a quality mark such as "14K," then it must be accompanied by a trademark for which either application or registration has been made in Canada. The trademark is identification of the manufacturer.

View deep discounts with caution. If it sounds too good to be true, it probably is too good to be true. Moreover, one store's "50% off" could turn out to be the same as another's regular price.

Knowing the seller is as important as knowing the product. Ask friends for recommendations and check for the store's current membership in the Canadian Jewelers Association, the national organization that represents the jewellery industry. (The CJA certificate which is displayed in member stores is updated annually.)

Take the time to find a professional jeweller with whom you feel comfortable and in whom you have confidence. The jeweller may have lengthy experience, or training in jewellery operations, watchmaking or gemology.

Check for other services such as sizing, repairs, appraisals, and remounts. Can the jeweller service the jewellery he or she sells?

As well, it is wise to check store policies on refunds and exchanges early on in your shopping.

Remember, if you don't know your jewellery, know your jeweller! Don't take chances with important purchases – especially when they have sentimental value, too.

Listen, look and read carefully!

For example, when a diamond is advertised by carat weight only and the price seems unbelievably low, it may likely be that other aspects of the gem which affect price (colour, clarity and cut) are very poor. Here it is especially import when you are comparing prices, to be certain that you are comparing similar merchandise.

A diamond advertised as weighing ".25 points" can be misread as being ¼ carat in weight. In fact, ¼ cart is ".25 carat" while ".25 points" is equal to 1/400ths of a carat. Be wary of this tactic, which may be seen in mail order advertising.

Inexpensive gold chains can be lightweight and very delicate. As a result, they may break easily and be difficult and costly to repair. When comparing prices, compare quality as well.

Be wary of the "liquidation sale." It could consist of only a few pieces left over from a company gone out of business long ago, supplemented by new merchandise at regular or so-called "discounted" prices.

Finally, once again, don't believe extravagant claims. If it sounds too good to be true, it probably is too good to be true.

Be sure you get a proper receipt with a description of the jewellery (including stones) that you are purchasing.

It's always wise to keep a record of your purchases especially when they are major ones. This includes your receipt and any guarantee, certificate of appraisal, cancelled cheque and a copy of the advertisement, if applicable.

Following your purchase, treat your jewellery with care. Do not wear your jewellery when your are doing rough work or playing sports. Nor should you attempt to repair or otherwise tamper with your jewellery. Instead, visit your jeweller periodically to have it checked and it will usually get a professional "shine-up" then too.

CJA – Canadian Jewellers Association. Established in 1918, it is the professional trade organization which represents the jewellery industry in Canada. Members of the Canadian Jewellers Association include independent, chain and department stores as well as manufacturers and wholesalers. Member references are required to join the Association.

CJI – Canadian Jewellers Institute. Incorporated by an Act of Parliament in 1945, it is the educational branch of the Canadian Jewellers Association. The CJI prepares educational courses and seminars for the professional development of jewellers across Canada.

C.W. – Certified Watchmaker. In Ontario certification of watch repairs is compulsory and is issued by the Ministry of Colleges and Universities. CW's have a minimum three years of training and pass a qualifying examination.

G.J. – Graduate Jeweller. The jeweller has successfully completed the Retail Jewellers Training Course or JETS: Jewellery Educational Training System^TM offered by the Canadian Jewellers Institute. JETS was established in 1989 and is regularly updated to reflect changes and new developments in the jewellery industry.

G.G. – Graduate Gemologist. The jeweller has successfully completed and gemology program of the Gemological Institute of America, including extensive studies in diamonds, coloured stones and gem identification.

Whether it is for yourself or a gift to a loved one, buying jewellery represents a happy occasion.

Enjoy the experience and shop wisely. You will be off to a good start when you visit the jeweller who is a member of the Canadian jewellers Association. Look for the CJA logo in the window or store. It's the sign you can trust.