How do you know you are in the 'right' shop? Always look for the following warning signs:
PRICES, are prices clearly displayed, or does the sales assistant look at a small coded tag then at you before quoting a price. You want a jeweller that clearly labels the prices if not on the jewellery itself than on a sheet of paper available for your inspection or on a computer screen visible by you. If they have a web site with clearly displayed prices that must count as a plus. Remember by law the prices quoted must include VAT but always ask as they sometimes add VAT at the end of the payment process. Beware of an over friendly sales assistant that immediately discounts the price of the ring as you enter the shop, a good jeweller will always immediately produce clear final prices rather than waste your time in endless fake bargaining.
CERTIFICATION, if you are spending more than 500 pounds then the diamond in the ring should be certified by an internationally recognized non profit trade certification authority. There are only two such body , the HRD (www.diamonds.be) and the GIA (www.gia.edu). The HRD is a diamond authority owned by the Belgian Government affiliated to the University of Antwerp, it is the only diamond certification authority that has the European iso 9002 accreditation and is a legal document within the European Union. The GIA is it's US equivalent they both use the same standards which they agreed to in the nineteen seventies. If the jeweller says he has no certificate or shows you a certificate from any other laboratories you are in the wrong place it is time for you to leave that shop. Very often you will be presented with certificates from other laboratories with lofty names, do not be deceived as they are meaningless.