At the recent Jewellery Show London, we had dozens of conversations with makers, designers and students who all said the same thing: buying loose gemstones online feels risky. Some had been burned before with poor photography, vague descriptions, or stones that looked nothing like the listing. Others told us they simply did not know who to trust, especially after some bad experiences with some of the bigger UK suppliers. 😬
That feedback hit home. At JQV, we believe the whole process should feel open, honest, personal and straightforward. You should feel confident when you click “buy”, not anxious. So we have put together this guide. It covers the common pitfalls of buying gemstones online, how to spot the red flags, and mistakes, genuine or otherwise and how to recognise when a supplier is working with you at the forefront.
We hope it gives you confidence whether you shop with us, wait, what, you don’t?! (why not? Tell us your pain points and let us address them!) or simply use it as a checklist when browsing elsewhere........ but don’t that’s rude! 🥲
What good looks like online 🧐
1) Photography that tells the truth 📸
A good image is clean, sharp and neutral. You should see facet junctions crisply, not blurred or smeared. White balance should be believable. Whites look white, not blue, orange, or grey. Backgrounds are simple, not designed to supercharge saturation. They should be an honest image of the stone.
At JQV, every product is shot clean and colour-matched. If a stone is fiery, you will see it. If it is gentle, you will see that too. We don’t use stock images ever, and we picture everything we actually have here, ready to buy, in stock.
2) Multiple views and video 🎥
Front, profile, back. Video is even better because it reveals windowing, extinction and any tilt in colour. If there is only one pretty front-on photo, be cautious.
We show more than one image, plus short videos where helpful. Videos when not uploaded can be done and sent across to you.
3) Real description, not fluff ✍️
Look for specific facts. Carat weight and dimensions. Species and variety. Treatment disclosure, such as heat or oil. Assume heat as a given unless otherwise stated, as nearly everything will have been at source, noting feathers, growth tubes or a chip on the girdle. If origin is known, it is stated. If the origin is unknown, it says unknown. The pictures will show lots of this if the resolution is good enough.
Our listings of our loose gemstones include the data you would want if you were sitting at the bench with a loupe. If it’s missing, always ask.
4) Speak to a person 🙋
You should be able to call, email or message and get a fast, informed answer. Someone should be able to send an extra angle or confirm a detail. Just be available and helpful where possible
Our team is always reachable and happy to help. I mean we have our off days too!! were not perfect but we try our bestest! That is the job.
5) Clear returns and buyer protection 🛡️
Reputable sites publish a returns policy in plain English. You should be able to pay with a method that carries buyer protection. Debit/Credit cards and PayPal are safer for online payments rather than bank transfers to strangers. We don’t take credit cards however, we offer both debit cards, Paypal and as a trade business we do bank transfers too!
Our policy is published and easy to find. If you have a question, ask before you buy.
Spotting colour problems in photos 🎨
6) How to read colour honestly 👁️
Check several photos of the same loose gemstone and compare the background tone. If the background swings in colour, the seller may be shifting white balance to juice saturation. Look for colour that “travels” across the stone in the video, not just a flat painted look. Real colour breathes as the stone tilts. Banding or colour saturation will be obvious and sometimes really shows a unique stone.
Check the white balance. Background colours should be just off-white, not blue, orange, solid unchanging white or nuclear neon. Also, look for shadows. No shadow on the Gemstone = cut-out image = they’ve probably fiddled with the colour. Naughty.
7) AI or fabricated images 🤖
This is now common. Tell-tales include facet junctions that do not meet cleanly or change between images, reflections that repeat, identical sparkle patterns on different listings, and glassy “gel” interiors with no believable inclusions. If the stone shows dramatic rainbow dispersion in every shot and the species is not known for that effect, be cautious. If a ruby appears to have opal-like colour play and the copy does not celebrate that as a phenomenon, the imagery is suspect. It should always be declared if the seller is using Ai photos. And just to be clear......WE NEVER USE AI FOR OUR IMAGES! (because our gems just look too good 👀
8) Windowing and extinction 🪟
If the centre looks pale and see-through, that is a window. If large areas go dead black at slight tilt, that is extinction. Both can be fine at the right price, but they should be visible in honest photography.
We shoot stones in neutral light to show real behaviour, including strengths and compromises.
Lazy Photography and Gem Hygiene 🫧
9) Duplicate images across multiple products 👯
If the same photo appears on several loose gemstone listings, you cannot know what you are buying. That practice is common. It is not acceptable. A 2mm topaz will never be the same colour as a 8mm topaz etc.
Every JQV listing uses its own images. No stock stand-ins. No, we spend an inordinate amount of time and effort doing this for you, to ensure you can shop and browse with confidence.
Don't settle for lazy sellers!
10) Is the stone clean and in focus? 🧼
Finger smudges and dust are not just untidy. They can mask chips, scratches and abraded facet edges. Look for a clean, wiped stone with crisp focus. If every photo is soft, ask for a reshoot.
We clean each stone before shooting and reject fuzzy images. We're not perfect, occasionally we spot one ourselves and redo it!
Price versus market reality 💷
11) Learn the shape of pricing 📈
Gem prices rise non-linearly. A fine 1.00 ct stone is often far more per carat than a 0.70 ct of similar quality. Untreated status, provenance and exceptional colour also move the needle sharply. Use these rules of thumb.
-
If a seller offers a “3 ct unheated Burma ruby” for a few hundred pounds, it is not genuine it will be synthetic, composite glass filled from the moon not Burma or misdescribed. You don’t get more for your money then you pay as a general rule, we all know the saying… if it sounds to good to be true then…
-
If a Colombian Emerald looks perfectly clean in a large size and is cheap, assume heavy treatment or misrepresentation lab-grown or heavily oiled or even resin filled, if it has any “real” Emerald about it. It isn’t cheap, that’s just the truth.
-
If a sapphire looks neon in every photo and the price is unusually low, check for diffusion treatment or AI imagery. (Beryllium-treated filled or other)
Do quick comparatives. Look at several respected loose gemstone dealers and auction results to gauge the order of magnitude. Auction results are often misleading however, so use with caution. You are not chasing a bargain. You might be of course, but the reality is you are chasing a fair deal.
If you are unsure, ask us. We will help as much as we can sanity check a price range and explain what drives it. Like for like, we can't guess a stone we have not seen or cannot do a fair comparison on.
Here’s How To Read Gem Photos Like A Pro 👀
Obviously you will not find stones better than ours. If you must peek elsewhere, here are fast, no-nonsense tips for what to spot in pictures and what a good seller should show. Learn from the best….us!
Emeralds 💚
^ Some of our lovely Emeralds!
In the pics, look for 📸 👀
-
Jardin (inclusions) - You want to see some. Emeralds without any are either lab-grown or priced like a London townhouse. A bit of “jardin” doesn’t devalue, it proves the stone is natural.
-
Oil treatments - Assume it’s been oiled unless clearly stated otherwise. It’s the industry norm, not a scandal.
-
Colour - Look for clean, consistent green. Too murky or too yellow? Not a top stone.
From a good seller you should expect ✅ 🥳
-
Clear treatment disclosure. Assume oil unless it says otherwise.
-
High Quality Pictures so you can actually see the inclusions! Blurry means bye-bye!
See our Loose Emeralds for Comparison
Sapphires 🔷
^ Some of our stunning Sapphires!
In the pics, look for 📸 👀
-
Natural growth lines - A good close-up should show them. They’re natural hallmarks and are one of the best indictors of quality.
-
Size reference shots - Don’t trust cropped glamour shots. You need a ruler, a hand, or something real for scale. You can always ask us for hand-shots (because we are real people and easy to get hold of!)
-
Colour saturation - White balance tricks can make blues look neon. Check it looks consistent and believable, a good tip is to look at the background colour, it should be a clean white!
-
Cut - Symmetry matters. Bad cuts (parallel or uneven facets) scream cheap and kill brilliance.
From a good seller you should expect ✅ 🥳
-
Heat treatment disclosure and full measurements.
-
A simple daylight clip on a white card when you ask.
-
High Quality zoomed pictures so you can see any character of the stone.
See our Loose Sapphires for Comparison
Tourmaline 🌈
^ A lovely JQV Watermelon Tourmaline!
In the pics, look for 📸 👀
-
Colour saturation - Look for strong, natural tones, not amped-up neon.
-
Colour banding - Common in tourmaline, but check if it distracts or enhances.
-
Growth lines & cut - These stones are often cut deep, so check proportions. Multiple shots and videos are a huge help here!
-
Clarity - Nice, clean stones sparkle more and are worth more.
From a good seller you should expect ✅ 🥳
-
Exact measurements.
-
Notes on dichroism and the cutter’s orientation.
High Quality pictures & videos so you can see any character of the stone as well as the full range of any colour banding.
See our Loose Tourmalines for Comparison
Garnets ❤️🧡💚
^ Some of our lovely range of Garnets!
In the pics, look for 📸 👀
-
Saturation - A good garnet should have a rich, even colour. Washed-out = low quality.
-
Cut - Well-cut garnets bounce light beautifully. A bad cut looks dull so multiple pictures of a high quality are vital.
-
Shape & size - Good garnets are found in the larger sizes, so you can be confident in larger stones more easily, if you are looking at smaller stones maybe request some extra pictures and videos!
From a good seller you should expect ✅ 🥳
Family named on ALL stones. E.g. Pyrope, almandine, spessartite, grossular, tsavorite - its so important to know what Garnet you are shopping for!
See our Loose Garnets for Comparison
Rubies ❤️🔥
^ Some of our vivid Rubies!
^ Some of our lovely Rubies!
In the pics, look for 📸 👀
RUBIES ARE NOTORIOUSLY HARD TO BUY ONLINE. Here’s why and what to watch:
-
Colour is subjective - some love deep reds, others lean into pinks or even purplish tones. Whatever your taste, only buy if the photos are really high quality and properly colour-matched. If in doubt, always (and we mean always) ask for more pics or video, and don’t even think about it unless there’s a solid return window.
-
Clarity & cut - A clean, well-cut ruby is worth far more. Poor photos can hide chips or inclusions.
-
Origin - Ask if it is not there. Serious rubies should have a clear disclosure.
At JQV we’ll always colour-match rubies and send extra shots if needed. Never gamble blind.
From a good seller you should expect ✅ 🥳
-
Treatment disclosure. Heat is common. Glass-filled and composites must be stated.
-
Origin only when backed by reputable paperwork for meaningful sizes.
-
A return window so you can verify in hand. No window, no sale.
See our Loose Rubies for Comparison
Spinel ✨
^ Some of our jaw-dropping Spinels!
In the pics, look for 📸 👀
-
Colour & saturation - Spinel shines when the colour is vivid and consistent.
-
Sparkle factor - Videos are key. A good spinel should glitter like mad in the light.
-
Size - Spinel prices jump with size. Make sure scale shots are included so you know what you’re getting.
From a good seller you should expect 📸 👀
-
Species stated clearly as spinel.
-
Full measurements and a quick daylight video on request.
See our Loose Spinel for Comparison
Practical Ways to Scrutinise Gems Online 🔎
In summary: be smart, know the loose gemstone you’re after, and don’t get dazzled by dodgy pics. Here’s your quick checklist:
-
✨ Zoom in. 200-400% should be your new best friend. Facet junctions, chips, scratches, they’ll show up if the images are honest. Any decent gemstone website should let you zoom in properly.
-
✨ High-quality images, multiple angles. Face, profile, pavilion… and yes, a hand shot for scale (nobody wants to order a “statement stone” and get a pinkie pebble).
-
✨ Check the white balance. Background colours should be just off-white, not blue, orange, solid white or nuclear neon. Also, look for shadows. No shadow on the Gemstone = cut-out image = they’ve probably fiddled with the colour. Naughty.
-
✨ Compare frames. Do the facets line up across photos and video? If they change shape like a Transformer, it’s AI fakery. 🚨
-
✨ View on two devices. Colours can shift between phone and laptop. If it looks wildly different, that’s a red flag.
-
✨ No filters, thanks. If it looks too glossy or Instagram-ready, ask for the un-edited files.
And yes, the safest, easiest way to avoid all this faff? Just shop for loose gemstones with JQV! We’ve already done the hard work for you: honest photos, colour-matched stones, and real humans who answer when you call.
Common online scams to avoid 🐍
1) Synthetic or lab-grown sold as natural or not clearly labelled. 🔬
Watch out for phrasing that blurs the truth, such as “genuine lab-created sapphire”. Genuine describes the cut, not the origin. Lab-created is synthetic, manmade Created opals are not opals they are a synthetic and manmade.a couple of examples that can be misleading
2) Glass-filled rubies and composite stones 🔍
These can look vivid on screen. Under a loupe you will see glassy flows in fractures and coloured flashes. They are fragile and low value. They should be disclosed to you as a buyer and to your customer aswell.
3) Inflated origins or not quite right… 🌍
Names like Kashmir, Burma and Colombian carry premiums. Many listings can make casual claims without paperwork. If origin matters, buy with a reputable report. This would really be pertinent to larger stones that may require certification and would be reflected in the cost and value.
4) Marketplace “deals” 🤑
There are good sellers on large platforms. There are also many treated or fake stones. Its so easy to be misled online so if you buy like that please take precautions and Use payment methods with protection and avoid wires to unknowns.
How JQV handles this. We disclose treatments, avoid composites, and say “unknown” if origin is not supported. Simple and honest.
Checks once the stone is in your hand 🙌
1) Light and colour 💡
Judge colour in neutral daylight or a daylight lamp. Avoid halogen and showroom LEDs because they push saturation. Look in all light conditions some stones change colour in different light sources, Alexandrite for example.
2) Pleochroism 🌈
Stones like tourmaline, iolite and tanzanite show different colours in different directions. Tilt the gem. If one direction looks muddy, decide if that is acceptable for your design. The cut can throw this one in!
3) Loupe or microscope 🔬
Use 10x if you can. Natural inclusions look like needles, crystals or growth features. Curved striae and round gas bubbles point to synthetics. Flashy colours in fractures suggest resin or glass.
4) Weight and measurements 🏋️
Weigh the stone and check dimensions match the listing and invoice.
5) UV behaviour 🥽
Some stones fluoresce. It can help with identity, but do not rely on it alone. It's fun though, just ask Teammate Toby, who frankly is flippin’ obsessed with the glow up in some!
6) Compare to the listing ✅
If the gemstone looks completely different from the photos, contact the seller immediately. A trustworthy supplier will help. It could be a simple mistake sent the wrong stone to the wrong customer… it can happen BUT contact straight away.
Trade buyers: deeper checks and how to protect your margin 📦
22) Consistency and repeatability 👍
Collectors can love a one-off. Trade buyers often need pairs, suites and reliable replenishment. Test a supplier’s ability to repeat quality, cut and colour across your loose gemstone orders. Ask for calibrated sizes and colour-matched pairs. Confirm that the same grade can be supplied again next month.
JQV advantage. We carry a broad inventory across shapes, sizes and colours, and we actively help you match stones. Tell us the brief. We will shortlist for you and keep notes so your next order repeats cleanly. For manufacturers, we will have those stones noted.
23) Honeymoon suppliers ☀️
A classic pattern. First parcel is beautiful, later parcels slide. Protect yourself by logging every delivery. Compare later orders to your first. Push back early if the standard drops.
Our view. We prefer long relationships. Send us your feedback. If you receive something that does not meet your brief, we sort it out. That is how trust is built.
24) Trade protection and account handling 🛡️
If a website sells to the public at the same price as trade, you risk being undercut. Check whether login is required for trade pricing, whether retail and trade are clearly separated, and whether you have a named contact. Read this carefully
At JQV trade buyers have an account, real people to speak to and clear pricing. If you need options for a commission, we will curate and send additional images or videos so you can choose quickly.
25) Relationship is currency 🤝
The best stones often never hit a public listing. They move through trusted relationships. Talk to us. Tell us your style and your clients. We can watch for what you need and call you first. That is the real edge. We have a lot of stock that never sees the website or counter it sells quickly and quietly so ask “Do you by chance have…” you never know
Quick checklist before you buy gemstones online ✅
-
Clean, sharp photos that match across angles
-
Multiple images plus video
-
Full description with carat, dimensions and treatment disclosure and origin where possible
-
A real phone number or WhatsApp you can use to contact the seller
-
Clear returns and buyer protection
-
Pricing that sits within market reality
-
No duplicate images across listings
-
No vague claims about origin without paperwork for significant pieces; not all gem labs will state origin
Bookmark this page if it helps. Use it when you are deciding where to buy gemstones online. If you want a second opinion, send us a link and we will talk you through it.
Why Choose JQV Gemstones as your Online Loose Gemstone Supplier ❤️
-
Accurate, colour-matched imagery and honest copy sometimes too honest!! 🌈
-
Treatments disclosed and origins stated when supported 🌍
-
Big, varied inventory for makers, students and trade 📦
-
Real humans, fast replies, extra photos on request 🙋♀️
-
An open approach that values long relationships 🤝
-
We’re the best fun as you get to know us 😁
Ready to buy gemstones online with confidence? Explore our collections of loose sapphires, rubies, emeralds, tanzanite, opals and more.
If you need help choosing, message the team and we will line up options that fit your brief. And don’t forget, nearly everything we have has not made it to the website yet so GET IN TOUCH ❤️