In 2005, Good Morning America purchased a diamond ring at Tiffany & Co. for $16,600 and one of similar size and cut at Costco for $6,600. They then asked Martin Fuller, a reputable gemologist and appraiser, to assess the rings’ values. Fuller assessed the Costco ring at $8,000 plus setting costs, more than $2,000 above the selling price. “It’s a little bit of a surprise. You wouldn’t normally consider a fine diamond to be found in a general store like Costco….”49 Fuller assessed the Tiffany ring at $10,500 plus setting costs at a non-brand-name retailer.
