The Best Place to Buy an Engagement Ring, Diamonds & Jewelry Online

Places to Buy Engagement Rings OnlineUpdated August 14, 2017

What is the best place to buy diamonds, an engagement ring and other diamond jewelry online? There are a lot of places to choose from, but only a handful worth your attention.

Diamond jewelry is expensive – so you want to know you’re buying the right diamond, from the right jewelers.

Some online diamond stores have less than desirable customer service or, worse yet, inferior quality diamonds. You can be sure that not all jewelry and diamond retailers are equal.

Here are our picks on the best place to purchase from online and why we think so.

The Top Diamond Store On the Internet

James Allen Online Diamond Store Logo


Our #1 Pick:


Why It’s the Best Online Diamond Store:

  • Selection of over 100,000 stones to choose from
  • View the ideal diamond jewelry piece in a full 360-degree interactive HD image
  • 30 Day Money Back Guarantee and 60 Days of Free Re-Sizing!
  • Actual pictures of diamonds in stock (no generic diamond photos)
  • Design your ultimate diamond engagement ring from scratch
  • Wide selection of rings in every style – from solitaire to vintage and everything in between
  • Huge collection of designer jewelry pieces from acclaimed designers
  • “Inspiration Gallery” to help you get started designing a beautiful engagement ring
  • Virtual Ring Sizer
  • Free Shipping To All Locations
  • Certified Conflict-Free Diamonds

If you’re buying any type of diamond jewelry there’s one place you want to go first –

The Rundown:

So why James Allen? It’s simple – they’re one of the top diamond jewelry retailers in the diamond industry.

Look on marriage/wedding forums and message boards online and you’ll find loads of positive reviews and experiences with the company.

Best Diamond Stores OnlineEven if you have no idea how to buy an engagement ring or design one, they’ll help you through the entire process – from choosing the diamond to finding the right setting.

If you decide to design a ring from scratch you can start with either the setting or the diamond you’ll use and work your way to the end. You get to choose the metal you want – gold, platinum, etc – and then choose from a brilliant colorless or fancy color diamond.

And they’ve got a selection of over 100,000 diamonds to choose from so you’ll find the perfect match.

Don’t want to design your own engagement ring? Then you can browse through their massive collections of solitaire, pave, channel set, side-stone, three stone, tension, halo, vintage and bridal sets.

And then there’s the designer collection. These are some of the most beautiful diamond engagement rings you’ll find online – from designers like Verragio, Danhov, Jeff Cooper and Martin Flyer.

Chances are, they’ll have the engagement ring of your dreams in their wide selection. Check them out today.

Click Here to Browse Their Entire Line of Engagement Rings Today

They also show you 3-Dimensional pictures of the exact diamond that you would be buying. And this is extremely important when buying diamond jewelry.

The purpose of diamonds set in a piece of jewelry is to display their beauty and perfection. So you don’t want to inadvertently pick up cloudy or colored diamonds. Being able to see the actual diamond you’re about to purchase is essential.

And that’s why James Allen is the best diamond jewelry store online. You can even completely customize and design your own diamond rings, studs, pendants and more. Check out their exclusive jewelry designer – it works really well.

Is it a Good Place to Buy Loose Diamonds Online?

Buy Loose Diamonds OnlineYes, and no. also sells loose diamonds and it’s a great place to purchase them online. Again, you get to see the actual stone before purchasing.

But there are other considerations when you buy loose diamonds as a commodity or store of value, rather than to display it’s beauty. When you are buying something as a commodity/investment, like a loose diamond, the main concerns can often be price and quantity.

Are you buying loose diamonds as a store of value? As a long term investment? Then it’s possible the diamond you want doesn’t need to be the same type of stone that one would prefer set in a piece of Jewelry.

Again, James Allen is a great place to buy a loose diamond, but you may have more luck somewhere else.

If you do decide to purchase loose diamonds from James Allen then make sure you are finding the best deals. In all likelihood you’ll find a much better deal at our pick shown below.

Another Leading Diamond Retailer Online

Blue Nile Diamond Store LogoOur Runner Up:

Why It’s The Best:

  • Largest Retailer of Diamonds Online
  • Deal in Conflict-Free Stones From Around The World
  • Offer a Variety of Cuts/Colors of Diamond Gemstones
  • You Get The Best Possible Price (Very Competitively Priced)
  • Free FedEx Shipping + 30-Day Money Back Guarantee
  • Exclusive Agreements with Diamond Wholesalers
  • Include GIA Grading Certificate

If you want loose diamonds then Blue Nile is likely one of the better choices.

The Rundown:

If you’ve ever thought about buying diamonds online you’ve likely heard of Blue Nile. And for good reason – it’s the largest retailer of diamonds and diamond jewelry online.

And even though you can buy custom diamond jewelry through Blue Nile, we prefer it for buying loose diamonds instead. That’s because Mark Vandon, the founder of, admits that he believes diamonds are truly a commodity. Commodities are bought and sold based on price and quantity, not beauty/clarity.

This belief can help you save time and money when purchasing loose diamonds. You don’t need to examine every diamond, you just need to know the basics about it (which Blue Nile tells you) and make a decision based on price.

Whether you buy diamonds as an investment, a store of value or something else, choose

What About Buying Diamond Jewelry Online?

Diamond Engagement RingsYou can definitely purchase diamond jewelry from Blue Nile – they’ve got a beautiful selection of diamond pieces, awesome prices and good quality stuff. But we suggest you get your diamond jewelry from James Allen, not Blue Nile.

That’s mostly because you don’t get to see the actual diamond you’re buying at Blue Nile, so one can’t be sure of the diamond’s true beauty/clarity. Having said that, Blue Nile are a very reputable company and offer a full money-back guarantee on your diamond within 30 days of purchase.

But since you can’t see the diamond (and jewelry is to show off a diamonds perfect beauty) you want to be careful. Now, you can get a diamond with guaranteed clarity and color from Blue Nile, but that’s going to cost you extra.

Like James Allen (above), Blue Nile offers customization of diamond jewelry and diamond choice and have many happy customers.

Buying a Diamond On the Internet – What To Watch

When you’re looking for a good store to buy diamonds there are a few different things you’re probably considering. You want the shop to be a reputable retailer, you want the diamond quality to be excellent and you want to know you’ll be take care of if any problems arise (i.e. good customer service.)

But you also want to make sure that you’re getting good value for the diamond you buy.

That means different things to different people. But essentially you should only have to pay the exact amount of money relative to the actual, real-life value of the product you’re buying.

In other words a truly great diamond shop won’t charge you $100 when the value of the product is only $10.

But There’s More to It

Now, it’s important to keep in mind that all businesses have to markup their products in order to stay a viable business. The same goes for diamond stores. There are more costs to a business than the physical product you’re buying. Those expenses include marketing, packaging, inventory, business space and so much more.

So you’re going to have to pay more than the intrinsic value of whatever you’re buying. But that doesn’t mean you should be paying an unreasonable amount more when buying diamonds online.

A Diamond Jewelry Store Test

Good Morning AmericaA recent report on Good Morning America compared diamonds purchased from big-name retailers Costco and Tiffany’s. We all know Tiffany’s is a luxury brand with a huge name around the world and expensive diamond jewelry pieces.

Most people would expect to pay more for something because of the value of the brand (and sometimes the uniqueness of the diamond jewelry setting/design).

They purchased a diamond ring from Tiffany’s for over $16,000 and another for $6,000 from Costco. They wanted to see if they got their money’s worth.

In short, they did. They got the diamonds appraised and found that they paid exactly what they should have at Tiffany’s, but they got a pretty damn good deal at Costco.

The Problem With the Test

The problem with the above test in answering the question of where to buy diamonds is the spectrum of the test.

They chose one of the highest end diamond retailers on earth and compared it to a bargain shop that sells everything and not just diamonds.

But what if you don’t want the G5 and won’t settle for the bottom of the barrel either?

That’s where we come in. We took the middle road and compared the best two online diamond stores (in our opinion) that are middle-of-the-road.

Why Online Diamond Shopping is the Best Idea

You can purchase really fancy diamond jewelry or you can go the more modest route at either James Allen or Blue Nile. And all the other great points we mentioned in the diamond store reviews above make them the ideal choice for us.

We highly recommend checking out their diamond inventory and we’re sure you’ll find some really great diamond jewelry products that you’ll want to purchase right away!

What’s more is that online diamond shops are the best to buy from because they have much lower expenses than big box retail stores you have to physically visit. This makes the jewelry and diamonds you buy at these online stores much more affordable than walking into a diamond retail store and choosing the same product.

Diamond Jewelry, Engagement Ring + Gemstone Purchase Tips

Take Your Time

Buying diamond jewelry and gemstones online (even when shopping at the best online diamond retailer you can find) is a big deal. Take your time when shopping and read up on different tips. There shouldn’t be any rush. Make sure the diamond is the right size, color and shape.

Only Buy Certified Diamonds

There are a lot of shady diamond stores on the internet and you want to avoid their scams. Make sure you’re buying certified diamonds and ones that are not from conflict zones.

Make it easy on yourself and purchase from James Allen or Blue Nile – they both offer GIA certified stones. (The GIA is the Gemological Institute of America – a leading diamond grading body in the USA).

Best Place to Buy Engagement RingSecure Your Purchase

Wherever you choose to buy diamonds from, make sure they have great customer service and a solid refund/return policy. You don’t want to be stuck with a bill for multiple thousands of dollars and a product you absolutely hate.

Again, James Allen and Blue Nile both offer great 30-day return policies on all of their diamond products. Not satisfied with the diamond you got? No problem.

Learn About What You’re Buying

This tip has to do with educating yourself a bit about what you’re buying. Remember, you’re spending a lot of money on a diamond.

You’re on the right track by being here right now looking for the best places online to get diamonds. But take it a step further and check out our ultimate diamond buying guide.

Make Sure You Made The Right Choice

Did you know that you don’t necessarily have to hire a diamond appraiser to have your new jewelry tested? You can do it yourself!

There’s a device called a Presidium Multi Tester that you can use to test the diamonds you buy online.  (Diamonds conduct heat really well so when pressed up against the tester it should cool the tip immediately. If it doesn’t, it might be a fake!)

What About Trends?

Make sure you’re staying on top of fashion and jewelry trends. Follow our blog on and check out the video below for some great tips from last year:

Best Place to Buy Diamonds


There you have it – some awesome online diamond jewelry stores (in our opinion). Which of the best diamond stores you choose really depends on what your purpose is. But regardless of who you choose to get diamonds from – if you stick to our top two picks above, you likely won’t go wrong.

Definitely visit James Allen at the very least and check out their awesome 3D images of the actual diamonds they have for sale online. Their site is pretty great, navigation wise and definitely our fave.

What about you – what is your idea of the best place to buy diamonds? Do you have any favorite diamond retailers on the internet? Let us know in the comments below. And if you thought this article was helpful, please share it!

Looking for a local diamond shop? There’s probably a few around you that you can check out.

Read our full James Allen Review


Read our full Blue Nile Review




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