It depends where you go. Mall stores (Kay/Jareds/etc) are all owned by 1 company[0]. Which means you can "shop around" the mall and one may be a few hundred cheaper than the others. But, still all over priced. Stores outside that brand are generally near those stores and also over charge. Both, don't keep many diamonds onsite. They all ask for your budget, and ship in 2-3 stones for you to look at (in your budget). Then, you buy one. Illusion of choice.
If you goto a diamond store (that houses tons onsite) and just go for eye appeal rather than rating. You can get a '15-20k$' mall diamond for a third or less.
If you goto a diamond store (that houses tons onsite) and just go for eye appeal rather than rating. You can get a '15-20k$' mall diamond for a third or less.
[0]http://en.wikipedia.org/wiki/Sterling_Jewelers