Why Pure Diamond will always be cheaper than Cosco and sell better diamonds

Conventional shopping for a diamond ring can become annoying rather quickly. When and if you listen to the FM radio in your car, how many commercials do you hear? Once you step outside, there are tons of billboards and bus stop ads all showing seemingly the same diamond ring in different positional variations. Graphics, ads on buses, TV… The “BUY” our diamond ring in the most glamorous jewellery store message is everywhere.

Surprisingly a lot of folks end up buying diamonds, not in the big bright and beautiful jewellery store but rather choose an entirely different route. People gravitate towards buying diamonds in the same place they will buy diapers and baby wipes after the wedding. Why does it seem perfect to purchase a diamond ring where most buy their milk and detergent?

Cosco doesn’t promote diamonds per se. But when they do, they fail rather miserably. I think they should not even attempt it! If you read the story in the link, you will see that Cosco is in the middle of a giant lawsuit with no other then the most famous engagement ring purveyor, Tiffany. Cosco in their naive ignorance had mistakenly advertised they were selling “Tiffany Style” engagement rings. Which in my view is fair game because there is no “Tiffany Style”. Everyone makes the form, its straightforward and clean. Just because Tiffany were the first ones to produce simple and clean diamond ring designs, does not give them the moral right to own the designs.

It will be interesting what the lawyers will argue as the Tiffany vs Cosco is going to trial.

More often than not the diamonds you can buy in Cosco are going to be a lot better than in a regular jewellery store. It all comes back to the margins and the fact that a wholesale giant has immense buying power.

Just as in the case of milk, the reason milk is cheaper in Cosco is evident. Cosco buys in bulk and commands the price they will pay. If I am a milk producer and I can sell quantity at lower margins, I will it.

The reason you’re bombarded with Diamond commercials are margins as well. The more marketing efforts you see or hear from any given diamond jewellery store, the more of a markup (margin) makes its way in the price of your diamond. If you have a budget the and the conventional jewellery store is spending a lot on advertising you end up with a smaller or lower end diamond than you otherwise would have. My advice is to choose the retailer with most positive reviews online.

It seems that Costco features best priced diamonds and engagement rings. But that is far from reality. Below I have put together a list of diamonds and rings taken from Pure Diamond and compared it to Costco priced jewellery you can see in the pictures.

Notice how the pseudo leather holder that houses simulated Cubic Zirconia ring, meant to simulate a diamond is so worn out, parts of it are peeling off. Come on Costco, how much profit do you make? Please update your display cases.

The pictures of the current Cosco pricing line up in Canadian Dollars and the links from for the diamonds and diamond jewellery that is cheaper. Unfortunately, Cosco sells only IGI certified diamonds.

IGI certificate is an inferior one to the GIA certificate. Pure diamond GIA certified diamonds are still cheaper then Cosco. Why? I will do an extra blog post on jewellery margins shortly, so stay tuned.

IMG_20160403_152741 IMG_20160403_152901

Here is what Pure Diamond can offer, a bigger and better quality diamond than Costco.
GIA Certified 1.72 Carat Round Brilliant Cut Diamond F VVS2 and a 19K white gold ring ALL for a full $1000 less than in the picture COSCO…

Here is another example, Princess Cut Diamond set in a Solitaire Style Ring.


We will be happy to significantly beat all the diamond and ring prices. Have a look on our diamond search.


PUREDIAMOND.CA offers complimentary shipping on all jewelry shipped in the CANADA or the U.S. via FedEx® Priority Overnight.

You'll take comfort in knowing precisely what day your order will arrive. If you wish, you can also follow every step it takes along the way with detailed order tracking.

Learn More

30 Day Return Policy

The purchase of a diamond can be one of the most difficult decisions you'll ever have to make. That's why gives you 30 days to return your diamond for a full refund or exchange without charging a restocking fee. No questions asked! If for any reason you want to return your diamond, you've got thirty full days to decide. This 30-day return policy is for the center diamond only, not side stones, three-stone rings or mountings. The center diamond must be in excellent condition, free from breakage and chipping, and be accompanied by certification documents.

If certification documents are lost or you are not able to provide them, $200 will be deducted from your return amount to cover recertification of the diamond. *In order to give our customers the best pricing, we do not allow comparison purchasing. Comparison purchasing is the act of ordering two or more of the same, or similar item, and then only keeping one of them. If you are unsure, or have detailed questions about a particular item, please call one of our customer service representatives for expert help. *Our 30-day return policy applies to purchases up to $29,000

Schedule an appointment

Please feel free to call 1 (855) 736-2591 or 604-563-9875.

A Pure Diamond specialist will be happy to answer any questions you may have.

Thank you!

We will get in touch with you shortly.

Share it