An Honest WhiteFlash Review for 2022

Thanks for checking out our complete WhiteFlash review!

We’ll go over everything you want to know about the online diamond jewelry retailer

You’ll learn about the company, the quality of inventory they hold, their customer service and more.

Is it a solid choice when buying diamonds and jewelry online?

Or should you steer clear?

Read on below to find out why we named the company one of the best places to buy diamonds online in 2020.

Scored Review of

WhiteFlash Logo

Overall Rating: 4.3/5

Product Quality: 4/5

Store Reputation: 4/5

After Sales Service: 5/5

Should You Buy from Them? Yes.

WhiteFlash is best for buying diamond jewelry, not necessarily best for purchasing loose diamonds.

The real reason to buy from them is their excellent set of customer “perks.”


Main Advantages

  • High quality imagery and video of products
  • Exclusivity of diamond selection (ideal cuts)
  • Beautiful designs and cuts
  • Industry leading pre- and post-sales support and education
  • Free international shipping
  • Highly acclaimed by organizations like the Better Business Bureau

Main Disadvantages

  • Limited selection/choice (compared to other retailers)
  • Better diamond imaging than most, but not the best available
  • Very limited selection of men’s jewelry

A Little Background on WhiteFlash

WhiteFlash hasn’t been around forever, but they were definitely early in the online diamond jewelry market. Starting at the turn of the millennium, they built a very solid reputation around the globe relatively quickly.

The key to that growth, however, was in word-of-mouth and not expensive marketing campaigns.

That speaks to the quality of retailer you’re dealing with when choosing WhiteFlash. In fact, in 2018 the company got the Better Business Bureau’s “Pinnacle” Award – the highest honor the bureau bestows. In 2019, they were named best jewelry retailer in Houston, Texas.

Based in Houston, the company also has an impressive box store in Sugar Land.

But how does their website hold up like some of it’s major competitors?

Online Jewelry Shopping Experience at

WhiteFlash Review

Shopping at is a pretty good experience.

The first thing you notice when arriving at the homepage is how quickly the website loads. There’s nothing worse than having to wait a few seconds online, am I right?

The dark aesthetic gives the experience the same elegant feel you’d get stepping into a boutique jeweler in real life. Personally, I find lighter (or bright white) themes on jewelry websites a bit too “Walmart” for my liking.

Shopping is a relatively straight forward task, with the major sections of the store clearly displayed prominently. The designers did a good job of avoiding too much clutter.

Of course, as with most websites, the large drop-down menus do get in the way sometimes. But that’s a minor annoyance that you’ll find with a lot of websites.

The best part of the shopping experience (aside from the imagery, which we’ll discuss below) is the number of ways you’re able to browse their jewelry selection.

Browsing Their Website

You can browse by jewelry typediamond cut and designer name. Once you’ve decided on how to browse, you can filter their selection through a number of different criteria, to find your perfect piece.

Can’t decide between a couple of different items you really like? They’ve got a handy “compare” feature where you can do side-by-side comparisons of all the pertinent information.

There could, however, be more details included on the compare pages. For example, you don’t get information on carat weight and clarity of any diamond melee that might be included in the ring.

For that info, you’ll have to view the product page itself. Not a big deal, but not entirely seamless either.

Overall, though, the shopping experience at WhiteFlash is great!

Diamond Imagery

Of course, buying diamond jewelry online can be tough since you’re not looking at the stone in person.

WhiteFlash Diamond ScreenShot

That’s why high quality imagery is one of the biggest criterion to judge a retailer on.

Unfortunately, right now the jewelry images at WhiteFlash aren’t what we hope for from an online retailer.

You don’t find stock images, you get actual pics of the item you’re intending on buying. And a lot of pieces also have great videos showing various angles of the product and how they’ll look when being worn.

But what we find ideal is 360-degree HD imaging like James Allen currently has. It’s the only method that currently mirrors the process of viewing a diamond or piece of jewelry in real life.

Despite that, WhiteFlash has made great strides in giving you a detailed look at what you’re buying. So even though it’s not perfect, it’s better than most.

And it also shows you several grading reports on each stone if you know a little about how to buy diamonds properly.

Product Quality at WhiteFlash

The company does have great quality products – there’s no denying that.

Product Quality

Although there aren’t specific numbers we can point to, the company claims to carry one of the largest in-stock inventories of ideal cut round and princess diamonds.

Most of the stones carried at WhiteFlash have AGSL certificates because the company is a member of the American Gem Society, and their laboratory is known to be the foremost authority in Cut quality analysis.

So if you’re looking for a great cut in your rock, WhiteFlash is definitely the place to go.

Beyond that, they offer a wide range of designer jewelry and engagement rings from the top names in the business.

When you’re looking for something truly unique and inspiring, names like Danhov, Simon G, Verragio and Tacori are your best bets – and WhiteFlash carries them all (and even more).

Diamond Exclusivity

The great thing about boutique jeweler is that you’re able to find things you won’t find at your regular big chain jewelry stores.

When it comes to WhiteFlash that means their A CUT ABOVE “super ideal” diamonds. You won’t be able to find these diamonds anywhere else. And they’re absolutely brilliant.

These are basically WhiteFlash’s exclusive line of Hearts and Arrows diamonds. Hearts and Arrows diamonds must be pristine round cut stones that display a 3D alignment of the facets and a perfect hearts and arrows pattern. It must then pass image testing to prove light performance and earn AGS’s “ideal” certification.

Only then, does it get to be one of the premiere sparkling stones on the planet.

And WhiteFlash has a ton of them.

Choice and Selection

One of the places that WhiteFlash falls a bit short is in diamond and setting selection/choice.

That’s not to say that they don’t carry enough styles or items. They have a vast inventory of beautiful stones, rings and other types of jewelry.

But it’s not as extensive as some other retailers we like.

The reason for this is likely the fact that WhiteFlash likes to deal in mostly IDEAL cuts and designs. They don’t inflate their inventory with products that don’t pass their high standards.

Unfortunately, that does tend to limit options available, but it’s not a deal-breaker.

Customer Service and After Sales Support

One thing that makes WhiteFlash one of the best places to shop at for jewelry is their after sales programs.

They’re phenomenal.

The Guarantee

Not only do you get 30-day money-back guarantee, you also get a one-year service plan that covers refinishing and repairs that stem from normal wear or manufacturing defects.

But what if you decide you don’t like your purchase after 30 days? They’ve got you covered.

For a full year after purchase, WhiteFlash will buy back your diamond (from it’s in-house certified collections) for 70% of the original purchase price.

So you can rest easy knowing if you’re not fully satisfied, you’re covered in many ways.

But WhiteFlash takes it further than that.

They offer a lifetime 100% “trade up” guarantee. So if you want to swap out your stone for something bigger or brighter, they’ll essentially buy back your original stone for 100% of what you paid for it.

You’re only left to pay the difference.

Talk about after-sales support!

Add to that their highly trained staff of GIA and AGS certified gemologists who are there to help you every step of the way, and you have an ideal place to shop for your next piece of jewelry.

Don’t want to talk to anyone? No problem, just peruse their vast library of diamond education online and you’ll be set.

Final Recommendation

If you’re looking to buy an exquisitely beautiful diamond in an exquisitely beautiful jewelry setting, is a great place to go.

Their selection and high standards are one of the reasons we love them and chose them as one of our “top picks” for best diamond retailers of 2020.

But what really sets them apart is their sales support and service. They seem truly committed to the satisfaction of their customers and that’s extremely important – especially when you’re looking to spend hundreds or thousands of dollars on something.

Thanks for checking out our entire review of WhiteFlash. We highly recommend you give them a shot if you’re in the market for diamond jewelry.