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It depends on the cut/colour/clarity that you are after. If you are wanting something specific then I would most certainly pay the extra money and buy the loose diamond from a jeweller. That way you have a range to choose from and you can view each diamond individually prior to purchase.
You really never know what you're buying online and with something as precious as a diamond it would be worth the extra money to have some peace of mind!
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Most jewellers can order in diamonds. The advantage of having a jeweller order it in is you can have a professional examine the diamond to make sure the cut/colour/clarity and other specs are correct (that way you know you're getting what you pay for).
While some websites may be reputable - I would still be hesitant. I would personally want to SEE the diamond before purchasing it.
I purchase our diamonds from a wholesale jeweller in the city. He is much cheaper than a normal jewellry store (bevilles, prouds etc) and he makes and orders in whatever you like.
So you could go in, ask him for this sort of diamon, then he can make it into the setting you like too.
But being a few hours out of town, you may need to find one and arrange a time or a bit of a day trip!