Best Online Diamond Stores

Best Online Diamond Stores

As an avid seeker of the flawless diamond, I understand the daunting task of discovering an online diamond store that delivers on both excellence and affordability.

But fret not, after investing numerous hours into investigating and contrasting various online diamond vendors, I have compiled a comprehensive list of the finest establishments available.

No matter if you desire a captivating engagement ring or a modest necklace, the stores mentioned below provide a plethora of choices tailored to meet your preferences and financial constraints.

Best Online Diamond Stores

Your search ends here! We present to you a carefully curated compilation of the top-notch diamond stores:

  1. James Allen

Shop at James Allen

When it comes to buying diamonds online, James Allen reigns supreme as the best retailer, thanks to their vast selection of top-quality diamonds.

Their investment of a million bucks or even more in perfecting the virtual jewelry buying process is evident in the customization tools and user-friendly navigation on their website, placing them at the forefront of eCommerce.

While they operate mostly online, they have a few physical locations in New York and Georgia, catering to those who fancy in-store consultations.

James Allen’s outstanding reputation for delivering top-notch engagement rings and diamonds has made it a beloved choice among customers.

Shop at James Allen

Their highly regarded and unique 360° view feature allows you to examine each diamond in great detail, using 360-degree view videos and high resolution pictures of their entire loose diamond collection.

Unlike other retailers, who provide limited functionality diamond viewers, James Allen’s viewer is comprehensive and covers every diamond in their collection. This feature allows the user to view all the inclusions in a diamond with crystal clarity.

You can also customize your piece by setting your most preferred loose gemstone in an earring, ring setting or pendant. They offer a lifetime warranty on all their jewelry pieces and diamonds, which covers rhodium plating, deep cleaning, prongs retipping, and polishing. However, keep in mind that they do not cover the loss of gemstones.

Shop at James Allen

Their comprehensive return policy provides a hassle-free and effortless returns process within 30 days. From my experience, James Allen’s customer service is top-notch, making them an excellent choice for your diamond purchase.

Unlike some of the other retailers, who require you to pay for shipping on engagement ring returns, James Allen offers free shipping on all returns. Additionally, they provide different shipping options along with speedy delivery times, which makes it convenient for customers.

You’ll receive a prepaid label to send back the engagement ring, and they will refund the purchase amount to the original payment method. With the Lifetime Upgrade program, you can trade up your ring for twice its initial value, giving you the opportunity of getting another ring for about half the cost of a typical engagement ring.

Furthermore, James Allen stands out from the competition by offering one free resizing of the engagement ring for a year, as part of their extra services.

Shop at James Allen


  • Offers the best warranty
  • Free resizing within the first year
  • They have a lifetime upgrade
  • They use the 360-degrees view technology


  • Not recommended for purchasing fine jewelry especially diamonds
  • Does not provide coverage for the loss of gemstones that are set in the jewelry.

Shop at James Allen

  1. Blue Nile

Shop at Blue Nile

Blue Nile is a top-notch online retailer for gemstones and diamonds, second only to James Allen when it comes to the overall buying experience.

Their prices are competitive, and they offer an extensive selection of fine diamond jewelry, unlike their competitors that only focus exclusively on loose diamond stones.

Although they also have a 360° view for certain pieces, most of their products have only 2D pictures, including some images of models rocking the jewelry. However, you can rest assured that you’re purchasing from a reliable and reputable diamond dealer with detailed certificates from well-known labs.

Blue Nile has a broad range of products, including loose diamonds and tungsten carbide engagement rings best suited for men. In addition, they have an extensive selection of fine jewelry, with a range of ring settings and styles.

Shop at Blue Nile

Their warranty policy is not particularly impressive, with only the standard manufacturer’s defect policy. Customers must pay for all other services, including inspections, maintenance and cleaning, along with shipping fees. The warranty also becomes invalid if you take your jewelry to another jeweler for repair.

In terms of diamond certification, Blue Nile is one of the best in the business. They provide valuable and handy information for customers in their education center and offer multiple grading reports, including GIA and GemEx.

When examining different diamond characteristics on their website, you can rotate the diamond, similar to James Allen’s functionality. However, the diamond view on Blue Nile’s website is not as high definition as James Allen’s, which could be improved to enhance the user experience.

Blue Nile offers a vast selection of high-quality diamonds and fine diamond jewelry, making it an excellent option for customers.

Shop at Blue Nile


  • They have high-quality diamonds from trustworthy and reputable dealers
  • Fine jewelry and loose diamonds
  • Diamond certification
  • 360-degrees view of the diamonds


  • Their warranty is unimpressive
  • The level of clarity of the diamond displayed on their site is not quite superior as that seen on James Allen’s website.

Shop at Blue Nile

  1. Brilliant Earth

Shop at Brilliant Earth

Brilliant Earth is a reputable diamond retailer with a wide range of premium grade diamonds. They have a number of showroom locations all over the US, in addition to their website.

Customers can book a consultation with any diamond expert virtually or in-store to receive incredible customer support.

What makes Brilliant Earth stand out from other their counterparts is the fact that they have a socially ethical base. Unlike other different natural diamond sellers who follow Kimberley Process, Brilliant Earth only source diamonds from specific areas and offers blockchain diamonds that provide deep tracking.

Shop at Brilliant Earth

Customers receive a unique code via email, which allows them to enter the blockchain system after which you can track their diamond’s production in all seven phases, ensuring they’re conflict-free.

Additionally, Brilliant Earth offers natural diamonds and lab-created diamonds with legit GIA Reports, along with recycled diamonds. The latter have been owned previously and recut, making them a more environmentally friendly option as compared to lab-grown and natural diamonds.

They incorporate recycled metals as well for majority of the solid gold jewelry in the inventory and wooden boxes and environmentally friendly packing materials.

However, Brilliant Earth’s prices are higher compared to other online retailers, and their reputation has been divided due to an investigation into their diamond origins.

Lastly, their warranty covers routine maintenance, albeit the cost depends on the cost of the item. They have an Extended Service Plan that lasts for a few years and offers an option for renewal.

Shop at Brilliant Earth


  • They have both recycled diamonds and traceable natural diamonds
  • Ideal for legitimate GIA reports
  • Renewable warranty
  • Ethically conscious


  • Very high prices
  • Their customer audience is divided due to reputation concerns

Shop at Brilliant Earth

  1. Whiteflash

Shop at Whiteflash

Whiteflash is a diamond retailer with an online presence and a physical store located in Houston, Texas. It’s a reputable company well-known for their diamonds with perfect cuts, which is reflected in the slogan “A Cut Above”.

Their website features search tools and user-friendly navigation that make it easy to purchase diamonds.

However, compared to Blue Nile or James Allen, Whiteflash has some distinct differences. I particularly appreciate the way Whiteflash have set up the diamond filters, which allows me to quickly scroll through every diamond result without the need of opening a new tab.

Whiteflash has a wide selection of diamond rings and other jewelry options, but they do not have any gemstone jewelry available on their website. However, they do take inquiries and can arrange for an order.

Shop at Whiteflash

One of Whiteflash’s key selling points is their AGS – American Gem Society certified diamonds. These diamonds are inscribed with a serial number, making it identifying a lot easier or reporting them if stolen. In addition to the 4Cs certification, Whiteflash also provides a full light analysis on performance for all the diamonds in the Premium and Expert collection, evaluating dispersion, brilliance, and fire.

What’s more, Whiteflash provides customers with several benefits, including a lifetime diamond trade-up, a return policy within 30 days of purchase, along with the famous buyback program within a year, that offers frequent discounts and competitive prices.

Moreover, their online payment system is trustworthy and equally secure, ensuring a relaxing shopping experience.

At Whiteflash, some staff members have GIA certifications through the GIA – Gemological Institute of America, the leading Gemology institution. You can rely on Whiteflash to provide accurate diamond information as they furnish diamond certificates that contain all the details from reliable and reputable laboratories.

In addition, Whiteflash offers different customization options like designing an engagement ring, and allows you to come up with a one-of-a-kind and personal piece according to your own specifications.

Shop at Whiteflash


  • They have laser-inscribed diamonds
  • They offer money-back guarantee
  • Ideal selection of different name brands
  • They have a 30-day return policy
  • Buyback program within a year on engagement rings


  • Poor diamond lighting when it comes to viewing characteristics
  • There’s no way to view gemstone jewelry and loose stones

Shop at Whiteflash

How We Chose the Best Places to Buy Diamonds

When creating our list of the top online diamond retailers, we carefully considered various factors to ensure a comprehensive and reliable selection process.


To begin, we thoroughly went through the inventory of the retailers to confirm that they all offered a diverse selection of diamonds. This included different carat weights, cuts, and colors, with a focus on stores that provided a wide range of pre-set engagement rings and loose diamonds to suit various budgets and preferences.


We also paid close attention to the diamond’s quality especially those available the stores. We also made sure to check their certifications acquired from reputable labs like IGI, GIA, and AGS. We specifically sought out retailers that sold conflict-free and ethically sourced diamonds, ensuring that customers could make purchases with peace of mind and confidence.

Jewelry Available and Settings

To evaluate a range of settings and all the jewelry pieces on offer, we examined ring styles for different engagement rings such as vintage, solitaire, and halo designs, along with metal types including palladium, gold, and platinum. We looked for retailers that provided a range of customization options and a wide selection of complementary jewelry pieces such as fine jewelry and wedding bands.

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Comparing the pricing of engagement rings and diamonds in different jewelry stores was also a key consideration. We prioritized retailers that provided frequent discounts, price match policies or guarantees and competitive prices, ensuring that customers received their money’s worth.

Website and In-Person Experience

For evaluating the online stores that sell diamonds, I examined how easily the users can navigate through the website, the search tools’ efficiency, and if they provide high-quality images and 360-degree videos of diamonds. Moreover, I analyzed if they offer valuable educational resources that can aid customers in making well-informed decisions.

Additionally, while my main focus was on the top online diamond sellers, I also took into account the ones that have physical showrooms for those customers who prefer an in-person experience. In this regard, I assessed the availability of diamond consultants and additional services such as resizing, cleaning, and maintenance, for an all-inclusive experience.

Our Experience

During the compilation of this list, I interacted with customer service representatives, made use of website tools, and sought advice from diamond experts in order to acquire a personal understanding of the purchasing procedure. I gave priority to stores that provided outstanding customer service and assistance, as well as a user-friendly online shopping environment.

Customer Service

To assess the quality of customer service provided by various stores, I scrutinized their upgrade choices, warranties and return policies. My focus was on stores with unambiguous and all-inclusive return policies, as well as those that offer lifetime warranties on jewelry pieces and diamonds.

Additionally, I took into account the promptness of customer service teams and the presence of expert diamontologists to aid with the purchasing procedure.

Although we haven’t had the chance to evaluate every single diamond retailer, we have compiled a list of the top online and brick and mortar stores in the industry that are renowned for their quality, value, and customer service. These stores can be trusted by anyone who intends to purchase diamonds.

Our investigation has shown that James Allen stands out by offering an extensive collection of premium diamonds at reasonable prices, along with excellent customer service. Moreover, they have an impressive variety of weddings bands, engagement rings and other different jewelry you can choose from.

Other online diamond retailers worth considering include Brilliant Earth, Blue Nile, Brian Gavin Diamonds, Whiteflash, Clean Origin, Zoara, Ritani, Leibish & Co., Diamond Nexus, Ada Diamonds Vrai, and Diamond Foundry. Each of these stores has unique selling points, catering to the diverse needs and preferences of customers.

If you prefer to examine diamonds in person before purchasing them, there are several brick and mortar diamond retailers you can choose from including De Beers, Lumera Diamonds, Cartier, Tiffany & Co., Harry Winston, Jared, and Graff. These are some of the most well-known names in the industry. These retailers offer a more personalized shopping experience, allowing you to see and touch diamonds before making a purchase.

Frequently Asked Questions

Which website is considered the best to purchase diamonds from?

While personal preference and budget may play a role, James Allen is often cited as the top choice, closely followed by Blue Nile, Brilliant Earth, and Whiteflash.

Is buying diamonds online cheaper?

Typically, purchasing a diamond through online retailers is more cost-effective, as it can be up to 30-40% less expensive than buying it through traditional channels. Nevertheless, the actual price may be influenced by various factors such as the diamond’s size, quality, and other considerations.

Is purchasing diamonds online a viable option?

Purchasing diamonds online is entirely acceptable, provided that you conduct adequate research and select a trustworthy retailer with dependable customer support. All the jewelers mentioned in this review are legitimate.

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Which company holds the title of the biggest diamond retailer in the United States?

Signet Jewelers, the parent company of numerous well-known brands such as Blue Nile, James Allen, Kay Jewelers, Jared, and Zales holds the distinction of being the largest diamond retailer in the United States.

Red Flags When Buying Diamonds Online

None of the online diamond retailers on our list raise red flags, it’s important to consider a number of things when purchasing diamonds online. The top online diamond retailers take the issue of blood diamonds seriously and ensure that their diamonds are conflict-free, meaning that no harm is caused to people during the entire process of diamond production.

Look for websites that disclose if the diamonds are sourced ethically and are equally conflict-free.

Additionally, if you plan to buy from the reputable diamond jewelers, ensure that they use proper terminology to describe the quality of their diamonds. Check that they use the Gemological Institute of America 4Cs grading system and not their own.

While some stores say they’re certified, their certification may only apply to their store, so be aware of legitimate certification authorities such as GCAL, IGI, GIA, and AGS.

Finally, ensure that what you get comes with a reliable return policy in case the diamond does not resemble the one advertised. While you might have to pay the shipping fee, most renowned diamond stores will cover it.

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How to Get the Best Deal When Buying Diamonds Online

Typically, the most significant discounts usually 10 to25% off occur during popular holidays such as Valentine’s Day, Mother’s Day, Christmas, Black Friday, and other jewelry sales. To get the best value for your money, I recommend waiting for these online sales.

Lab grown diamonds offer a more affordable option for obtaining a relatively big diamond with an excellent cut, and they are virtually identical to natural diamonds.

Apart from going for lab-created diamonds or waiting for sales, it’s crucial to have a good understanding of the 4Cs – carat weight, color, clarity, and cut – to know which details to prioritize and which to overlook.

Fortunately, you can also learn everything about gemstones and the best places to buy diamond rings both online and in-store through our buying guides and informative articles.

If you’re new to buying diamond engagement rings, it’s essential to brush up your knowledge on the 4Cs. You’ll discover that you don’t require the larger carat weights or highest grades to land the best deal when shopping for an ideal jewelry piece.

After learning the easiest tricks of the trade in the industry, you can take advantage of any discounts that the website you’re purchasing from may offer, resulting in double the savings!

Get High-Quality Diamonds From…

For buying diamonds, James Allen is the ultimate online diamond store, known for its broad range of diamonds, easy-to-use website, and incredible customer support. They offer a 360° view and advanced tools for customization setting them apart from their competitors.

Moreover, James Allen’s lifetime warranty, trade-up policy, and easy returns make their brand a preferred choice among diamond shoppers.

What’s more, James Allen offers a resizing option in the first year of purchase at no extra cost, demonstrating their commitment to providing an unparalleled customer experience.

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