New York, NY 1002

Given the current state of the economy, you might be cringing at the thought of having to buy your loved one jewelry as a Valentine`s Day gift.  Here are six tips to keep you afloat this Valentine`s Day.

1. Be an educated consumer. 

The more you know about diamonds, the more likely you are to find a good deal on Valentine`s Day diamond jewelry.  Take the time to learn the Four C`s of diamonds: cut, clarity, color, and carat weight.  It can seem overwhelming at first, but trust us: an educated customer knows how to save.

2. Find creative ways to cut costs.

Is there a diamond heirloom in the family that you can polish and have re-set?  Can you forego the platinum setting in favor of gold or silver diamond ring?  Why not buy gemstone jewelry instead of diamond jewelry?  Think creatively this Valentine`s day.

3. Get her a less expensive but more personalized gift.

There`s nothing a woman likes more than knowing that you`ve put in the effort to get her something unique.  Instead of going all-out with expensive diamond jewelry, buy her a reasonably-priced item that shows off her personality – like a silver charm or silver pendant.  She`ll appreciate it.

4. Keep your eye out for sales.

You`re not the only one whose feeling the pinch – many businesses are struggling, too.  Some are offering diamond jewelry at lower than normal prices.  Keep your eye out for sales – online, in newspapers, and on television – because this may be the best time ever to buy your loved one a gift.

5. Talk to her.

She knows that times are tough.  Explain your situation, and ask her what kind of gift she`d like.  Knowing that you`re thinking of her ahead of time will please her, and you can bolster your planned gift with a romantic surprise, like a candle-lit dinner.

6. Remember that a diamond is an investment. 

A diamond ring doesn`t wear down like a stereo system or fade into obscurity like a computer.  It retains value over time, and requires the bare minimum of maintenance and upkeep.  So, even though times are hard, there`s no reason to postpone that proposal.

And, most importantly, remember to tell her how much you love her this Valentine`s Day!