Black Friday: Don't Get Bedazzled by Bogus Jewelry Ads

a lady eyeballs a rare pink diamond
a lady eyeballs a rare pink diamond

Black Friday ads are filled with supposed deals on jewelry. The ads have pages and pages of diamonds and semi-precious stones at 50%, 60% even 75% off the regular price. But how to know if it's a deal, or even real, for that matter?

"If it looks too good to be true, it probably is," says Kevin Adkins, a graduate gemologist claims replacement buyer for USAA, the agency that insures valuable jewelry. Sounds trite, but it holds true, especially for diamonds. "A lot of people are buying online and we have seen a number of fraudulent representations of jewelry," he said.