How can they do that ??

well thats a very good question and i'm a bit sad and watch the shopping channels a lot and have realised what they do.....they don't actaully say it's the RRP of the ring, they say "gems direct price �9,000" or whatever channel it's on, so the first price is just the channel's recommended starting price, not the rrp, they could make up any starting price and say that the channel feels it's worth that amount! it's total rubbish and i'd never buy anything form them!!! lol