Best Places to Buy Jewelry Online

Best Places to Buy Jewelry Online

Are you in search of the ultimate online destination to purchase jewelry? Look no further!

You will gain insights on the basics of jewelry, its affordability, and the best practices for maintaining fine jewelry.

Additionally, we will delve into the top three online jewelry retailers, namely James Allen, which is my personal top pick, Blue Nile for loose stone jewelry, and White flash for cut diamond jewelry. Don’t miss out on this expert guide to buying jewelry online!

Best Places to Buy Jewelry Online

  1. James Allen

Shop at James Allen

Although James Allen frequently secures the top position on our retailer lists due to their low-priced diamonds, minimal markups, and transparency, today they come in at #2. The reason why they occupy this spot is that they offer a splendid selection of fine jewelry collections. They are an excellent source for bridal jewelry but not as ideal for fashion rings or other fashion jewelry.

Their fine jewelry options include high-quality items available at budget-friendly prices below $500. With their Build Your Own system, you can even customize your own diamond stud earrings or diamond pendant. If diamonds aren’t your thing, they also offer colored gemstones like the finest emeralds and even fancy-colored diamonds as an alternative center stone.

James Allen’s strength lies in their transparency and customization of gemstones. Few online retailers offer the ability to closely examine a colored center stone. Although their fine jewelry collection is a bit limited, they offer items for specific tastes such as chokers and chunky cocktail rings. However, they are not the best option for plain chain necklaces since most of them come with pendants of some sort.

In the following video, you’ll find four loose emeralds within a .10-carat point range and only $20 apart. This is significant because even though they are all similar, you require a clear viewer to compare different colored gemstones, particularly emeralds. Can you spot the differences in the preview below?

As you can see, selecting your own colored gemstones is crucial. One of James Allen’s most significant advantages over all of our other top picks is their lifetime warranty.

When you purchase jewelry from James Allen, you receive a complimentary lifetime warranty that covers any routine maintenance your jewelry may require in the future. This is particularly beneficial for white gold jewelry enthusiasts since white gold jewelry requires rhodium plating approximately once a year for rings. With James Allen’s warranty, this service is included.


  • Lifetime warranty
  • Free sizing for one year
  • Lifetime upgrade
  • Clear 360° view


  • Limited choices in fine jewelry
  • Does not provide coverage for lost stones in settings

Shop at James Allen

  1. Blue Nile


Shop at Blue Nile

Blue Nile has provided many customers with excellent shopping experiences. They were the first online diamond retailer and currently have physical stores in nine different states, with their most popular locations being in Los Angeles and New York City.

In terms of fine jewelry, Blue Nile offers a broad range of options in both loose gems and preset gemstone jewelry. Their wide selection of fine jewelry is the primary reason we have ranked them as the top retailer on our list. While Blue Nile may not always offer the lowest prices for loose diamonds and engagement rings, they have the most extensive selection of fine jewelry out of any retailer on our list.

One of the great aspects of Blue Nile is the variety of jewelry available at different price points. They offer plain and minimalist sterling silver and gold chain options, including affordable sterling silver pieces. Customers can also browse their colored stone jewelry collection, which features pearl jewelry and fancy colored lab diamonds.

For those looking to customize their own jewelry, Blue Nile also offers loose ruby, sapphire, and emerald stones for use in engagement rings, pendants, and earrings. The Extraordinary Jewelry Collection is another personal favorite, offering high-end pieces that provide excellent value. Their collection of earrings and necklaces is particularly stunning.

Blue Nile’s remarkable selection is undermined by the absence of a satisfactory warranty to support it. Given that jewelry is made of natural metals that inevitably deteriorate over time, regardless of how carefully it is handled, having a dependable warranty is crucial, particularly for wedding and engagement rings that require regular maintenance. Unfortunately, the warranty provided by Blue Nile is insufficient. It is limited to manufacturer defects and does not cover essential services such as prong retipping, rhodium plating for white gold, or clasp repairs.

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If you want to ensure that your jewelry is properly maintained, it is advisable to seek the assistance of a local jeweler. However, bear in mind that doing so will void the manufacturer’s warranty.


  • Varied price points
  • Diverse selection of products
  • 24/7 customer support
  • Availability of loose gemstones


  • Manufacturer’s warranty is not ideal.

Shop at Blue Nile

  1. Whiteflash

Shop at White flash

Whiteflash is an internet-based jewelry store that specializes in producing highly brilliant diamonds. The overall brilliance of a diamond is determined by its cut.

Whiteflash offers a distinctive collection of diamonds called A Cut Above, which comprises their finest cut diamonds. These diamonds are classified as super-ideal, exceeding the sparkle of traditionally ideal-cut diamonds.

Moreover, Whiteflash provides Ideal Scope and ASET imaging options that enable customers to observe the precise amount of light being returned by a diamond when viewed online.

Their exceptional precision cuts and meticulous attention to detail earned them a well-deserved position on our list. None of the other online retailers or stores on our list delve as deeply into the diamond’s aesthetic brilliance as they do.

However, due to their diamonds’ higher prices than others, they earned a lower spot. If affordable jewelry is your priority, you might find James Allen more suitable for your shopping needs.

On the plus side, when you purchase jewelry from Whiteflash online, you receive a warranty that covers routine maintenance for three years, although it is limited. Despite its limitations, it is still preferable to have a warranty for wear and tear than no warranty at all.


  • Offers precision cut diamonds for optimal brilliance
  • Provides a warranty that covers maintenance
  • Carries diamonds that are free of flaws


  • Offers a limited selection of diamond fine jewelry
  • Generally more expensive
  • The warranty is limited.

Shop at White flash

Frequently Asked Questions about Buying Jewelry Online

Which metal is the best option for fine jewelry?

The metal you select for your jewelry should depend on the specific piece of jewelry, how frequently you intend to wear it, and your lifestyle. For instance, sterling silver may not be the best choice for an engagement ring since it tends to tarnish easily.

In comparison, gold or platinum require less maintenance than sterling silver, and are also more durable. When choosing an engagement ring, which is a sentimental item you’ll wear every day, it’s essential to consider the durability of the metal.

Is buying jewelry online expensive or inexpensive?

The price of jewelry purchased online varies greatly depending on its materials, quality, and how it was made. While affordable jewelry is usually a top priority for most buyers, handmade jewelry may seem more expensive for some individuals who are accustomed to purchasing factory-made items. Beaded and hand-stitched pieces, for instance, are often more expensive due to the cost of labor involved.

Solid gold jewelry is generally more expensive than gold-plated jewelry. While gold-plated jewelry may have a lower price tag, it does tend to fade over time and is usually not covered by a warranty. Costume jewelry statement pieces are often gold-plated.

Sterling silver is an excellent option for individuals seeking affordable and good-quality jewelry. However, keep in mind that the inclusion of diamonds or gemstones may increase the overall cost. Other metals, such as stainless steel, titanium, and tungsten, are typically less expensive than precious metals.

What is the best way to clean jewelry?

Surprisingly, the best way to clean jewelry is with a mild soap and water. You can either soak your jewelry in a solution of soap and water for 15 minutes or rinse it with a soapy, soft-bristled brush.

For gold jewelry, there are commercial cleaners available online or in stores for yellow, white, or rose gold rings. Simply let your gold bands sit in the solution for 15-20 minutes, or swish them around in the basket provided. Use a soft brush to scrub away any dirt, then rinse with clean water and pat dry with a towel.

If you have sterling silver rings, be cautious with commercial-grade silver cleaners as they are very potent and can remove any tarnish almost instantaneously, along with any high polish finish. Some colored rhodium may also come off in silver cleaners. Instead, you can use a polishing cloth to bring back the shine of your tarnished sterling silver.

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