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Behind every gorgeous wedding ring is a great jeweler. Here, we'll show you how to find both.

Your wedding ring is no ordinary piece of jewelry - and you shouldn't buy it from an ordinary jeweler. Do your homework and find someone reputable. If you don't have a family jeweler, ask friends for recommendations. Or get a referral from the American Gem Society (800-341-6214 or ags.org), the Gemological Institute of America (800-421-7250) or Jewelers of America (800-223-0673 or jewelers.org), whose members adhere to an exacting code of ethics.

A well-established jeweler will take the time to explain diamond-buying basics. The store's staff should be knowledgeable and patient, offering one-on-one attention. Don't be pressured; if you get the hard sell, or just feel uncomfortable, move on. Unless you want an antique or period piece, you can afford to leisurely shop around.

Pay For Quality

Everyone (except, perhaps, Donald Trump) has a budget in mind, but try not to let thriftiness steer you toward a less-than-ideal wedding ring. This is a once-in-a-lifetime purchase! It's more important to find a jeweler you can work with than to save a few dollars, says Bob Speisman, senior vice president of Lazare Diamonds. "For this kind of monumental purchase, you shouldn't compromise on where you buy it or on the quality of the piece," he says. "If you're in the store saying, "I wonder if this is a good idea," it's not."

One way to guarantee a safe purchase is to shop big-name or brand-name. Though more expensive, you can rest assured that a ring from esteemed Tiffany or Cartier, for example, is exactly what they claim it is. Or shop for a brand-name diamond, like Lazare.

Whatever you buy, make sure the wedding ring's shank is stamped with a quality mark, which indicates the metal's purity. Dual-metal pieces that mix, say, gold and platinum, should bear a quality mark for each. Gold quality marks range from 10K to 24K. Platinum quality marks include PT, PLAT, PT950 and IRIDPLAT.

If finances are tight, white gold is less expensive than platinum but has a similar style. A well-cut diamond with above-average color and clarity will shine more than a larger one of lower quality - your task is balancing quality with cost. Ask your jeweler about settings that will best show off a smaller diamond, if that's what you can afford. (There are many gorgeous rings out there with half-carat or even smaller stones.) Or, a group or smaller diamonds in a cluster or pave setting maximizes sparkle at a lower price. Above all, trust your instincts before sealing the deal.

Before You Say "Good Buy"

Don't leave the store without a receipt that lists your ring's "fingerprint" description. All details that affect its value should be noted, including the diamond's cut and dimensions, and whether it has been treated to enhance its appearance. Immediately after purchase, have your ring appraised and insured.