The Best Place to Buy Diamonds Online in 2018

Guide to Online Diamond StoresUpdated September 18, 2018

What’s the best place to buy diamonds in the world, specifically online?

In this guide we’ll help you choose the best diamond store based on a few factors:

  • Selection
  • Quality
  • Price
  • Reputation
  • Customer + After Sales Service
  • Buying diamond jewelry vs. loose diamonds.

There are a lot of places to choose from, but only a handful worth your attention.

And they’re all online retailers. That’s because the shopping experience online exceeds that of going in-store – in all ways.

Here are our picks!

The Best Online Diamond Stores

Here’s who made our list:

  1. James Allen JewelersBest Overall Diamond Retailer
  2. Blue NileBest Value
  3. Brian Gavin DiamondsBest Diamond Cuts
  4. White FlashBest Diamond Cuts
  5. BrillianteersBest Affordability
  6. ZoaraBest Return Policy

Quick note: this buying guide is all about the best place to purchase diamonds from retail, not the best place to buy diamonds wholesale.

Table of Contents

More About Buying Diamonds Online

Quick Retailer Comparison

(Scroll The Table Below to See More Data)

RETAILER SHOWDOWNJames Allen JewelersBlue NileBrian GavinWhiteFlashBrillianteersZoara
Overall Score5/53.6/54/54.3/53.3/53.3/5
Diamond Selection200,000150,000UnknownUnknownUnknown200,000
Product Quality5/54/55/54/54/54/5
Store Reputation5/54/54/55/53/53/5
After Sale Programs5/53/53/54/53/53/5
Best for Buying...JewelryLoose DiamondsJewelryJewelryJewelryJewelry
Visit Their Site

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Our #1 Pick – Best Overall Diamond Shop:

James Allen Jewelers

James Allen Online Diamond Store Logo

Why It’s the Best Diamond Retailer Online:

  • Selection of over 200,000 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 diamond 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 Full Rundown:

So why James Allen when choosing the best online jewelry store? It’s simple – they’re one of the top diamond jewelry retailers in the entire industry.

Look at forums and message boards online and you’ll find loads of positive reviews and experiences with the company. Many people think it’s the best place to buy jewelry online.

Help With Buying

Even if you have no idea how to buy a diamond ring or design a custom one, they’ll help you through the entire process – from choosing the diamond to finding the right setting.

James Allen is also the best online ring store for the following reason:

Diamond Ring DesignerTheir Online Ring Designer

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.

Diamond and Jewelry Selection

And they’ve got a selection of over 200,000 diamonds to choose from so you’ll find the perfect match.

Don’t want to design your own 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 brand name engagement rings from their designer collection. These are some of the most beautiful certified diamond rings you’ll find online – from designers like Verragio, Danhov, Jeff Cooper and Martin Flyer.

Chances are, they’ll have the piece of your dreams in their wide selection.

Full 3D, 360-degree High Quality Imaging

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 James Allen a Good Place to Buy Loose Diamonds Online?

Yes, 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.

Why Are You Buying?

Are you buying loose diamonds wholesale 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. Read more about buying loose diamonds vs. diamond jewelry.

Special Promotions

OH! And they’ve got a lot of great promotions. One on-going promotion happening right now is getting 25% off your jewelry setting when you buy a True Hearts Diamond. Check out their selection of True Hearts by clicking the banner below!

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Our Runner Up:

Blue Nile

Why It’s Great:

  • 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

We think Blue Nile is probably the best place to buy loose diamonds online.

The Full 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 online.

When to Buy from Blue Nile

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 Blue Nile diamonds are truly a commodity. Gemstone commodities like other 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 This is likely the cheapest place to buy loose diamonds.

What About Buying Diamond Jewelry from Blue Nile?

Diamond Earrings from Blue NileYou 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 think James Allen is the best place to buy diamond jewelry, not Blue Nile.

Why Not?

We feel the overall experience of buying jewelry at James Allen is a better one.

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.

The Drawback

Blue Nile has full 360 degree imagery of their diamonds, but with jewelry you want to be careful. They’re mostly stock photos. 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. But James Allen also has 360 degree imagery of their diamond rings.
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Best Online Diamond Jewelry Boutiques

Brian Gavin Diamonds

Brian Gavin Diamonds

What’s the Deal:

  • Known for the Best Cut Diamonds in the World

  • Wide Selection of TRUE Hearts and Arrows Diamonds
  • All Diamonds Individually Approved By Brian Gavin
  • 360-Degree Videos of All Diamonds for Sale
  • Idealscope Images & ASET Images of Diamonds
  • Lifetime Upgrade Policy (Just Pay the Difference)

Brian Gavin is a well-recognized name in the diamond industry and it’s no wonder why…

The Full Rundown:

Brian Gavin is a South African diamond cutter that’s got the business in his genes. He’s a fifth-generation diamond cutter that personally inspects all the stones in the “signature line” on his website.  And that’s important. Why?

Stone Properties

The name is known for having cuts of diamonds that do not compromise on quality, featuring the best diamond symmetry and proportions you’ll find. So whether you want a marquise cut diamond or a princess cut, having Gavin inspect each diamond for quality means you’re going to get the perfect stone. They also have some of the best ring brands in stock.

Beyond Symmetry

It’s not just about symmetry with Brian Gavin Diamonds, it’s also about how light reacts to and within the diamond. Gavin’s gemstones are known for their light performance in addition to their perfect cuts. And their prices are spectacular.

Brian Gavin is one of the best cheap jewelry websites online, but not cheap in the quality sense. We mean affordable. They offer the best affordable jewelry brands – cheap, good quality jewelry.

And if you’re looking for something special, check out the Brian Gavin Blue line of stones which offer a beautiful blue fluorescence. Normally diamonds that offer fluorescence can be hazy, but not with Brian Gavin Blue – they are guaranteed not to exhibit negative effects associated with fluorescence.

Different Diamond Images

Although the site offers a 360-degree look at their stones, they also offer something called Idealscope and ASET images. These images help you determine the light performance of different diamond cuts. The images show how much light is leaked.

White Flash Diamonds


WhiteFlash Diamonds

What’s the Deal:

  • Known for the Ideal Diamond Cuts in “A Cut Above” Signature Line

  • Free Worldwide Shipping
  • Amazing Selection of Designer Brands
  • Idealscope Images & ASET Images of Diamonds
  • All Diamonds are AGS Certified
  • Lifetime Upgrade Policy (Just Pay the Difference)
  • One Year Buy Back Guarantee
  • Better Business Bureau A+ Rating
  • Awarded BBB “Winner of Distinction” Award 6 Years Consecutively

The Full Rundown:

WhiteFlash is another well-known diamond store based in Houston and claim to be all about the ideal cut diamond. They offer top quality hearts and arrows diamond and even have a line of super-ideal cuts called “A CUT ABOVE.”

Buying Experience

If you’re looking for a high performing, ideal cut diamond then White Flash is a great place to shop online. They offer Idealscope and ASET images but unfortunately not a 360-degree view. However, they make up for it with exceptional customer service. They’ll offer you the best advice for your specific situation.

Unique Offerings

As far as what you can buy, WhiteFlash works with and offers jewelry pieces from a variety of high-end designers. Some of the brands they carry include Tacori, Verragio, Simon G, Ritani, Danhov, Vatche, Benchmark.

After the Sale

One of the best things about WhiteFlash is their after-sales policies. Customer service is top notch, but they also offer a one-year buy back guarantee, a one year service plan and a money-back guarantee AND a customer loyalty program.

They’ll also give you a “lifetime trade-up” opportunity where you can upgrade your purchased diamond ring or jewelry at any time. You’ll only pay the difference in the diamond ring prices between your upgrade and your old diamond.
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Other Notable Top Diamond Companies


The Quick Rundown:

  • Specializing in Affordable Diamonds and Diamond Jewelry

  • Over 30 Years In the Game
  • 30 Day Money Back Guarantee
  • Free Appraisals and Free Worldwide Shipping
  • All Pieces Custom Designed and Hand Crafted In-House – Start to Finish
  • No-Interest Financing and Layaway Plans on Purchases

If you’re looking for a beautiful hand-made piece of diamond jewelry and don’t want to break the bank, Brillianteers is probably your best bet.

That’s because they cut out any “middle-men” in the process by designing and crafting their products in-house. They can then pass those savings onto you.

What’s more is they offer free worldwide shipping and, if you’re tight on cash, a no-interest financing/layaway option.


The Quick Rundown:

  • Massive Selection of 200,000 Diamonds

  • All Loose Stones are GIA Certified Diamonds
  • 24/7 Customer Service & Support
  • Free Shipping in US
  • 60 Day Money Back Guarantee

Zoara is a great option to pick up a diamond or some jewelry mostly because of their selection and longer return policy. Instead of 30 days like the other retailers we feature here, Zoara boasts a 45-day return policy.

Beyond that they are also a solid store to purchase from. Based in New York, the company serves as a member of some important industry organizations – the World Federation of Diamond Bourses (WFDB), the Jewelers Board of Trade (JBT), and the Manufacturing Jewelers Suppliers of America (MJSA).

Finally, the company’s vision is to offer the best quality diamonds at the most affordable price. And that’s what makes this diamond jewelry store stand out – it’s affordability.
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Are People Still Even Buying Diamonds?

In 2016 there were a lot of headlines that claimed millennials and young people weren’t buying diamonds because they were too “old-school.” And though there was some truth to it, it wasn’t the full story.

Firstly, student debt is still a huge problem for young adults. Beyond that, they find more satisfaction in experiences (like travel) than owning things. But in reality, even according to de Beers’ own research, millennials ARE buying diamonds. They’re just buying them for themselves to celebrate achievements in their life.

But it doesn’t stop there – some millennials are still dreaming of the perfect engagement ring or diamond jewelry piece.
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Is Buying Online a Good Idea?

So yes, people are still buying diamonds. And buying them online is the way to go. Why? Because competition online is fierce – so you’re going to get the best price, selection and research/viewing tools available.

buying diamond jewelryGoing to a brick-and-mortar retail store to buy a diamond is definitely an old-school way of doing things. It just doesn’t make sense anymore.

However, a lot of people may think it makes no sense to buy diamonds online.

When buying diamond jewelry, you need to see the product, right?

Right. But in 2018 technology has brought us to a place where you get super-high-quality images so you can view your potential diamond purchase exactly like you were there in the store in person.

And a lot of the best places to buy diamonds online offer great customer service. So if you’re not happy with what you get after ordering, there’s always a way to make things right.
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What to Look For When Buying Online

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.

If you are planning on purchasing diamond jewelry online, here’s what the store MUST offer:

High Quality Images

A lot of diamond retailers out there won’t give you high quality, real-life images of the diamond you’re buying.

Some offer stock images and others only offer one or two angles.

But the top diamond stores offer fully interactive, 360 degree high quality images of the actual diamond you’re looking at picking up.

So, make sure the store you choose gives you the ability to fully examine your purchase before you buy.

GIA/AGS Certifications

GIA Certified Loose DiamondsThe diamond market – like any other marketplace – is rife of scammers and unscrupulous vendors. That’s why it’s great we have diamond grading and certification organizations like the GIA and AGS.

When you’re looking for a diamond online, make sure you’re buying from a retailer that offers certification for all their inventory. The GIA and the AGS are the two most reliable and consistent labs in the world.

Diamond Selection

The best part about buying gemstones online is the insanely huge selection you get. Most regular diamond shops have a limited inventory of stones. What they have in front of you, is what they have.

On the other hand, online stores have a HUGE selection. For example, our #1 pick James Allen Jewelers has an inventory of over 200,000 diamonds.

What does that mean for you? You don’t have to settle for anything less than exactly what you want.

If you’re buying online, make sure there is a large inventory and selection. Some of the diamond retail websites (like the sites of traditional brick-and-mortar retailers) don’t have a big inventory, so watch out.

Customer Service and Policies

Best Diamond Stores Online

In the old world, diamonds were a pretentious endeavor. But today, a lot of stores have realized the power really is in the consumers.

The best online diamond shops have stellar customer services and return policies. Since you’re buying online, you want to be able to return an item that doesn’t meet your expectations in real life.

Unfortunately, this is an area a lot of retailers fall short on, so be wary.

Getting Great Value

When you’re looking for a good store to buy diamonds from 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.

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.

You can normally save between 30% – 70% by buying online vs. in-store. That’s because of the lower overhead costs involved in e-commerce as opposed to a brick and mortar store.
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A Diamond Jewelry Store Value 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, like Cartier or Bulgari, 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? You don’t have to buy from Tiffany’s, Cartier or Bulgari for a great diamond. And you don’t have to buy a Costco diamond or shop at Walmart for a great price.

That’s where we come in. We took the middle road and compared the best online diamond stores (no cubic zirconia rings here) that are middle-of-the-road. Thank God for the Internet…

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Why Online Diamond Shopping is Actually the Best Idea

buying diamonds onlineYou can purchase really fancy diamond bracelets and diamond earrings from a Cartier or you can go the more modest route and get a diamond necklace or diamond ring that’s just as good 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 when deciding where to buy diamonds.

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 like engagement rings, promise rings, necklaces, earrings, bracelets and other diamonds you buy at these online stores much more affordable than walking into a diamond retail store and choosing the same product.
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Diamond and Gemstone Jewelry 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. If you have questions, no matter how basic (like “can diamonds scratch”), don’t be afraid to ask a customer service rep.

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).

Secure 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.

Buy Loose Diamonds OnlineLearn 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 Jewelry 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

That’s All Folks

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. No chipped diamonds here!

Definitely visit James Allen for the best place to buy a diamond ring (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. If you need help with other aspects of jewelry buying – like finding chipped or cracked diamond repair, we’ll try to put something together for you.

What about you – what is your idea of the best place to buy a diamond? Do you have any favorite diamond retailers on the internet? Have you had good experiences, bad experiences, or mediocre experiences? Let us know in the comments below.

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