However, industry experts say that's not the case, and inconsistencies can be found between reports provided by different grading labs, which can have significant impacts on a diamond's independent appraisal value. Employees often touted these documents as ironclad, with very rare discrepancies. Each store sold diamond rings backed by grading reports with specifications for each of the so-called four Cs - cut, colour, clarity and carat. Marketplace journalists posed as secret shoppers to capture the sales pitch on hidden camera at three of Canada's most popular value retail jewelry chains: Peoples Jewellers, Ben Moss Jewellers, and Michael Hill, visiting three locations for each retailer in Ontario and Alberta.

Last year, Canadians who purchased a diamond ring spent on average just over $4,300, according to Edahn Golan Diamond Research & Data Ltd. While shopping undercover at some of Canada's top jewellers, Marketplace journalists came across sales pitches filled with false claims and inconsistent diamond grading reports, all of which could lead consumers to question whether they got what they paid for. Duration 2:08 Marketplace reveals misleading claims and inconsistent grading reports in the diamond industry.

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