Prices Vary a LOT from Store to Store
All stores price diamonds differently, according to whatever policy they want to hold. Some have lower markups, some higher. Some have poor credit or low volume, so they pay more for the same diamonds and must charge more just to break even. Most stores have some combination of these situations, creating a wide range of prices for the same quality diamonds.
The best proof of this is found on the Internet. If you search several different sites, you might find the exact same diamond listed by different companies. Many sites access the same national inventory from a common database. You will find that each store offers that diamond at a different price. If you want to know the best places to buy, read our independent Dealer Ratings.