[header] How to buy a diamond for the absolute best price [title] Trust your eye, but verify. [step] Unless you are buying a diamond as an investment opportunity, your goal is likely to find a stone that you (or someone you care about) will find beautiful for years to come. For diamonds that are destined to be jewelry, then, make sure you are choosing a stone that you like. 
Only then can it possibly be a good deal. [substeps] Follow your own opinion on which diamond looks best to you, and take the salesperson's advice to heart, but always demand verification of a diamond's legitimacy and quality.