How to Spot a Misleading Gemstone Listing

Buying gemstones online can be a fantastic experience, offering access to unique finds from around the world, but it's not risk free.

Unfortunately, not all sellers are trustworthy, and misleading listings can leave buyers disappointed, or worse, scammed. Whether you’re a jeweller looking for quality stones or a collector seeking something special, knowing the red flags of a deceptive gemstone listing is crucial. 

In no particular order, here’s what to watch out for.

🚩Stock or Generic Photos🚩

I'm sure you've noticed it, when multiple sellers have the same cover photo or it's just a big pile of mixed faceted gems (that look more like boiled sweet) that they use for all their listings. 

A gemstone should always be represented by real, unedited photos of the actual stone you’re buying. Or at the very least a photo the seller has taken of their actual stock when it's a listing that has multiple stones available.

Be wary of listings using:
Stock images that appear overly polished or too perfect.
The same image across multiple listings.
No in-hand or natural-light photos, which help assess the gem’s true colour and clarity.

🚩Missing or Vague Measurements🚩

A reputable listing should always include the stone’s size (mm dimensions ideally) and weight (carats). How else will you know the gem isn't actually 1mm in size. 

Be wary of listings that:
Don't mention measurements at all.
Only give one measurement (e.g., carat weight but no dimensions).
Unrealistic size-to-weight ratios, like a 6mm round stone claiming to weigh 3 carats. There are plenty of gem size to weight calculators out there and a quick check could save you a lot of appointment.

🚩Too-Perfect Clarity🚩

While some gemstones are nearly always eye clean, most gems will have at least minor inclusions.

If a listing claims to have naturally flawless clarity for a gem that typically has inclusions (like emeralds or rubies), proceed with caution. It could well be be glass, cubic zirconia or synthetic.
(Side note - I personally don't think there's anything wrong with synthetic gemstones, just so long as they're disclosed as such)

🚩Unusual or Off-Colour Appearance🚩

Every gemstone variety has a typical colour range, so it's best to get familiar with what a gemstone should look like before shopping for it online.

If a stone’s colour seems off compared to what’s expected:
It might be dyed or artificially enhanced in some way.
The photos could be manipulated to appear more vivid.
The listing may be misleading about the type of gem (e.g., a ‘sapphire’ that looks suspiciously like blue topaz).

🚩The Price Is Too Good to Be True🚩

We all love a good barging, I totally get that, but quality gemstones have value. If a listing offers a rare or expensive gem at an unbelievably low price, be skeptical. Yes, it could be the seller just doesn't understand the value of the item they have, but more often than not, it's a scam and they will post you glass or CZ.

🚩Lack of Information About Treatments🚩

Most gemstones undergo treatments (like heating or filling) to enhance their appearance. Ethical sellers disclose these treatments, or if they don't know the gemstones history, they'll be honest and tell you they're unsure if it's treated. 

🚩Suspicious Certifications🚩

A genuine certification from a reputable lab (like GIA, AGS, IGI, or AGL) adds credibility to a gemstone listing.

However, be wary of:
No certification offered on an expensive gem. Gem lab testing costs a fair amount so by this I mean a gemstone that's £400+ sort of price range.

Unrecognised gem labs with questionable standards. There are companies out there that for a small fee give a seller a certificate number and let them fill in the gems details. They are scams not gem labs, but without a bit of research it can be hard to know which ones to trust.

Fake or doctored certificates. Visit the gem labs website and type in the certificate number. If the stone is genuine the info will match.

🚩Poorly Written or Inconsistent Descriptions🚩

Pay attention to the listing details and the language used.

Signs of a misleading listing include:

Conflicting information, like different weights mentioned in the title and description. I admit I have done this a couple of times (they were typos I fixed as soon as I noticed), so on it's own I wouldn't say this was a sketchy listing, but I'd definitely reach out to the seller to check the details if you notice this sort of inconsistency.

Overuse of vague or exaggerated language (e.g., “best quality gemstone in the world!!!” or "AAA+++ Quality").

Unprofessional spelling and grammar mistakes. Again let them off with the odd typo as we are all only human, but if they are wide spread, I'd view this as a red flag.

🚩No Return Policy or Unclear Seller Information🚩

A reputable seller should stand by their products and offer a return policy. Be extra cautious if they also don't have a clear way to contact them should something go wrong with your order. 

🚩Misleading Terminology: Simulated vs. Synthetic🚩

Watch out for the way they describe the gemstone.

Simulated (imitation) gemstones mimic the appearance of naturally occurring gemstones and should be at the bottom of the pricing scale. 

Synthetic gemstones are lab-grown, and while they are cheaper then their natural counterparts, they have the same chemical composition as them and should be more expensive then an imitation. 

Some sellers blur these terms as they either don't understand the difference, or they want to make an imitation sound more valuable.

🚩Unrealistic Origin Claims🚩

Gemstone origin affects value. If a listing claims a sought-after source such as Kashmir sapphire or Burmese ruby, for an unusually low price, be skeptical. Some sellers just tack on desired origins to make a stone seem rarer than it is (or possibly even just for SEO purposes).

Personally I'd want some sort of proof of the origin, such as a reputable gem lab certificate, when buying a stone that has a specific, value increasing, origin.

Trustworthy gemstone listings are transparent, with clear details, accurate photos, and honest disclosures. If a listing raises multiple red flags, it’s best to steer clear. When in doubt, ask questions of the seller and request additional photo.

By staying informed and cautious, you can avoid misleading gemstone listings and confidently find beautiful, high-quality gems. Happy gem hunting!