This sense of power comes together when you know why gold, diamonds and jewellery are the way they are. Minor details of purity versus durability put you in the driver's seat, helping you make a confident decision.

One example is knowing the critical difference between Earth-mined and Lab Grown diamonds. If you've read our article about Lab Grown Diamonds, you'll learn that Lab Grown - as the word implies - has scientists working with high-heat, high-pressure chambers to replicate what the Earth does over many, many years.

Like any big purchasing decision in your life - home, cars, and many others - you search for the details of what you get with your investment. Jewellery is no different. Think about the Wedding Bands you're going to say "I Do" with. The moment you officially become a unity for the rest of your life.

What is your jeweller doing to help make that moment extra special? What are they doing to make you feel like you get to say "I Do" and love your ring for the rest of your life? We suggest researching or gaining access to crucial resources that will enable you. Knowing the difference between what you've learned and what your jeweller is "selling" is the point where you can tender your trust.

Any supplemental material or resource is a bonus. We offer our A&A Resources that help you shop at home by providing measurements. We also offer resources that will educate you further, such as our Diamond Guide. Lastly, our Blog usually touches on subjects involving Jewellery Education, also known as our Simple Steps.

What you get with your purchase is just as important as where you buy; the company will make a big difference.

What is the business offering you as a jewellery shopper to increase your confidence? How are they earning your trust? We've seen it many times where the excitement of buying jewellery overtakes the specifics.

We take this seriously with our Warranties, Refund Policies, FREE Shipping and Realistic Pricing. You're buying jewellery online while educating yourself about the business and the jewels you're shopping for. Shop with a retailer that gives you that confidence. With us, you get the difference maker:

• 2-Year Warranty - Lifetime with A&A Signatures and Wedding Bands
• Realistic Pricing - Price Match Guarantee on Traditionals
• Free Insured Shipping across Canada and the USA
• 30-Day Refunds 

There's just one thing left. Making it an easy shopping experience.

Yes, trust and confidence are great when you feel it, but having a reliable place to shop and a trustworthy website that makes you feel at home is most important. Having access to Virtual Consultations or quick customer service will top that off.