If there is one area where you should buy the best, it is wedding rings.  You are (hopefully) going to wear this ring everyday for the rest of your life, so choose carefully.  It may be worth going for something classic - in 20 years time your daughter could be saying "Your ring is so noughties Mum!"

 However it certainly pays to shop around and there are some very good deals to be had, especially on-line.  Once you have chosen the style you want and know your ring size (most on-line jewellery companies have sizing charts), check out the prices.  Do check out the returns policy.  Companies will let you return goods within a given time provided the ring has not been custom made or engraved.  This may not be very romantic but if it means you can have a better ring for your money it is worth it.

Some companies will offer a good deal on bridemaids and  best man's gifts if you buy wedding rings from them, so this is also worth checking out.