Looking for that one diamond ring—maybe a jewelry wedding ring, a diamond engagement ring or maybe a gold ring for a fiftieth anniversary—is hard enough, but searching for a whole selection of rings for your store can be overwhelming.

Things to note when looking for rings are:

1. Types of metal the jewelry rings come in
2. Types of precious stones
3. The sizes/fits available
4. Reasonable prices
5. Any custom options
6. The shapes of precious stones
7. The sizes of precious stones

Action Steps
The best contacts and resources to help you get it done

Decide on a particular niche market when choosing jewelry rings

You may want to sell both women's and men's jewelry rings, or just women's. You may want to offer both gold rings or silver rings, or you may want to stick with one metal to create that elite uniform look. Are you into platinum and white gold, or brass and aluminum? Always have in mind what you are looking for before you start looking, because your options are seemingly endless.

I recommend: Compare the styles and choices in the engagement ring section of Tiffany & Co. and Titanium-Jewelry.com with those of Jacob Ruth & Co. or the collections section of Tiffany's. Which is your style: many options or few? Is it the big sparkles and brand name of Swarovski Crystal jewelry rings, replica CZ engagement rings of popular celebrities like those of Emitations, real diamonds of Helzberg Diamonds, or unusual Recycled Rings?

Carry different sizes and quantities of the jewelry rings you are selling

It's always a good idea to have a few sizes of each style, along with a few rings in each size if you operate a brick and mortar store. If you are looking to sell your merchandise online, it may be smarter to have quite a range of each choice. Either way, customers who need the perfect jewelry engagement rings will do anything to find them, Stock a few more rings in the most popular sizes, and don't stress over the extreme larges and smalls. If a customer is particularly interested in what you have, they will return if you can order what they need in a timely way.

I recommend: Make sure to have a sizer for your store. You may want to buy a set of simple silver rings that have the different ring sizes printed onto them, or you could go the cheap route and print out a ring sizer, like the free ones offered by Blue Nile or Katy Beh Contemporary Jewelry. Offer or know where to point customers for resizing. Flexible bands inserted inside a jewelry ring can create a snugger fit, and melting off pieces of a gold ring can make it exactly a customer's size. Ring guards, like those sold at AnnHarringtonJewelry.com, sizing beads, butterflies and specialty shanks are some other options.

Display is key for enticing customers and showing off your jewelry rings

It's probably always best to display all of you rings--jewelry engagement rings, diamond engagement rings, fine jewelry rings, diamond rings, jewelry wedding rings, fashion rings, etc. on similar surfaces. You can be creative with using pegs, hand replicas, slotted trays or wands, but you should keep in mind that the rings are the items on display. Black, white or gray velvet is a classic choice, and hinged boxes (which you can offer for sale as well) add a feeling of romance. I would suggest the only difference in color to reflect a difference in you jewelry ring materials, for example, white velvet for a gold ring, and black velvet for a silver ring, or marble for a diamond ring, and petrified wood for copper.

I recommend: Gems on Display specializes in simply that, while JewelrySupply.com has all that stuff, plus lots more for jewelry stores. JewelBox Display and Supply Co. has lots to offer in the way of ring boxes, other types of packaging, and display sets. One last option is to make your own creative versions of these displays with recycled materials you might find in thrift stores or online auctions. This way you will save money and be environmentally responsible.

Go shopping online for good deals in jewelry rings

Although many online stores are trustworthy and quality-assured, but first-hand examination is crucial. Look for online stores with a solid return policy or an 'examination period'. Once you know which stores are particularly consistent in their jewelry rings, you should feel comfortable ordering from them online. This is good for buying in bulk, and buying quickly.

I recommend: Antique Jewelry Mall has a no-risk 30-day return policy, and a wide selection of every type of jewelry ring. Ten Two Three has a seven-day return policy, less shipping costs ,and a lovely selection of estate rings. LoveToKnow has lots of information on judging diamond rings, and Mulloys Fine Jewelry has all the types of diamond rings you can think of. Be sure to look at antique stores, auctions and estate sales for valuable heirloom jewelry rings.

Tips & Tactics

Helpful advice for making the most of this Guide

• •  Compare prices for jewelry rings like you would when shopping for cars. Get an expert to help you if necessary.
• •  Read up on metal allergies, gemstone compositions, and elasticity of materials--anything that relates to your product. Someone will eventually ask you about it.