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Buying a diamond online has grown in popularity in recent years.
High-resolution images, lower costs, and fast shipping have allowed online vendors to provide a comparable experience to in-person vendors.
We’ve assessed many online diamond stores across the areas most important to your purchase: quality and selection of diamonds and settings, the website’s ease of use, price, which organizations certify their diamonds, customer service, and more.
Here’s our list of the nine best online diamond stores and what makes each worth exploring.
1. James Allen
James Allen was founded in 2006 as an online jewelry store. They’re best known for their wide selection of:
- Fine jewelry
- Wedding rings
When you’re buying a diamond online, it’s important you know what to expect when it arrives. So what we like most about James Allen is their image technology.
You can select any diamond on their website and view a detailed picture and video.
This feature allows you to identify how inclusions may affect its appearance.
For example, this diamond earned a SI2 clarity grade.
You can view several black specks scattered across the diamond.
On the other hand, using James Allen’s 360-degree video technology, we can see this VS1 diamond appears eye-clean.
You can also pair your diamond with any of its hundreds of settings.
They’ll show what the combination looks like so you can mix and match diamonds and settings to learn which is right for you.
James Allen also has prices that are almost unbeatable.
For less than $5,500, you can buy a one-carat, eye-clean diamond that appears colorless.
They also frequently run sales offering 25 percent off settings. This year, they ran their first-ever sale of three percent off natural diamonds.
Their combination of an easy buying experience, high-quality images and videos, low prices, and quality customer service means James Allen earns our full recommendation.
2. Blue Nile
Blue Nile pioneered the process of buying a diamond online when it was founded in 1999 in Seattle, Washington.
In the process, they also perfected the model of listing diamonds directly from wholesalers and manufacturers to ensure the lowest cost for the buyer.
Their most known for engagement rings, but they also sell:
- Wedding bands
- Fine jewelry
- Loose GIA diamonds
The reason we consider Blue Nile one of the best places to buy a diamond online is their feature allowing buyers to create their own engagement ring.
At the top of their website, under “Engagement Rings”, you can start with a setting or diamond.
From there, explore their huge selection of both, and find the right pair.
As an example, you could begin with a princess cut diamond.
Once you’ve chosen your diamond, you’ll have the option to place it on top of more than 700 types of settings.
They’ve also stayed competitive with the quality of their images and videos. You can view any diamond ring with a 360-degree video.
Like many online diamond stores, Blue Nile offers free returns for 30 days, a lifetime manufacturer warranty, and quality packaging.
Check out our complete Blue Nile review.
3. Brilliant Earth
Brilliant Earth is another online jewelry retailer that sells diamonds, settings, gemstones, and fine jewelry. The company was founded in 2005 in San Francisco, California.
One of their main selling points is related to how they source diamonds. While most vendors follow the Kimberley Process of ethical sourcing, Brilliant Earth believes this standard can fall short.
Instead, they promote their diamonds as “Beyond Conflict Free.” You can trace the diamonds origin and ownership through the blockchain to verify every step.
One reason some buyers opt against the company is they often have higher prices compared to competitors like James Allen and Blue Nile.
This is a result of their eco-friendly sourcing.
For example, their one-carat, eye-clean diamonds that appear colorless start at close to $6,000.
If you’re focused on eco-friendly, ethical diamonds, we recommend checking out Brilliant Earth. Additionally, the designs of their settings to hold your diamond are stunning.
You’ll pay a slightly higher price than elsewhere, but you won’t be disappointed in its quality.
Check out our full Brilliant Earth review to learn everything you need to know about the company.
Ritani was founded as a family jeweler in 1999.
They sell more than natural and lab-grown diamonds. Their inventory includes wedding bands, necklaces, bracelets, and more.
What makes Ritani one of the best online diamond stores is their:
- Wide selection of GIA and AGSL diamonds and settings
- Transparent pricing and price match
- Diamond recommender
Ritani has close to 100,000 round cut diamonds.
But if you’re looking for an alternate cut, there are still plenty of options, such as more than 6,000 pear and cushion cuts, 8,000 princess and oval diamonds, and 1,500 marquise cuts.
The same idea is true for their settings. There are close to 150 designs to choose from across pave, channel, solitaire, and more.
Ritani’s prices aren’t always lower than competitors, but they do attempt to price match similar diamonds.
If one of their competitors offers a similar diamond for a lower price, Ritani will search for one that earned the same grades but costs less.
The company also assists buyers who don’t have confidence in their ability to choose a quality diamond.
They have an online tool that recommends diamonds with the right blend of the four Cs.
It’s important to find the right combination, because you can avoid the premiums charged for higher quality diamonds.
For example, VS1 diamonds less than 1.50 carats often don’t have inclusions visible to the naked eye.
With Ritani’s diamond recommendation tool, you’ll find a quality diamond that isn’t overpriced.
5. Brian Gavin
Brian Gavin is a renowned jeweler who founded his company in 2009. He’s from South Africa, which is where a significant number of the world’s diamonds are mined.
After decades in the industry, and co-founding Whiteflash in 2001, we went on to develop a super ideal cut called the Brian Gavin Signature Hearts & Arrows diamond.
It has exceptional fire and brilliance because the facets are cut in a way that maximizes light performance.
He’s known to have some of the highest standards when it comes to cut quality, which is why Brian Gavin diamonds shine more than others.
The company sells a variety of cuts, including:
Its selection includes much of the fine jewelry offered by others.
Some of its diamonds are comparable in price to online competitors, but you’ll pay a premium for its Hearts & Arrows line.
For example, one of its 1.05 carat diamonds with a G color and VS2 clarity grade costs $10,844.
At James Allen, one with the same qualities, but an ideal cut, starts at $6,600.
You’ll pay a premium for the brand and name recognition he’s built over several decades, but you can be confident it’s one of the best diamonds on the market.
If you decide on one of from the company, you should explore Black by Brian Gavin.
It’s another one of their signature cuts, where the stones are carefully chosen for their ideal proportions, minimal fluorescence, and perfect symmetry.
6. Clean Origin
Clean Origin was founded in 2017 with the mission of providing quality lab-grown diamonds that avoid the negative reputation that’s plagued the diamond industry.
Instead of worrying whether they’re truly conflict-free or about the environmental impact of mining, buyers can choose a lab-grown diamond from Clean Origin that looks flawless to the naked eye.
In this way, Clean Origin is comparable to Brilliant Earth.
Their diamonds are certified by the GIA, GCAL, and the IGI, three reputable certifying organizations when it comes to lab-grown diamonds.
Their online experience is similar to competitors.
For example, you can create your own engagement ring by starting with a diamond or setting and pairing them together.
They offer 10 types of cuts running from round and oval cuts to marquise and princess cuts.
Once you’ve chosen your diamond, you can combine it with close to 200 types of settings, including ones made with 14K yellow, white, or rose gold or platinum.
In terms of additional diamonds on the ring, they offer many of the same designs as competitors such as:
Because their diamonds are lab-grown, they’ll cost far less than a natural one.
Their 1.05-carat round cut diamonds, with G color and VS2 clarity grades, start around $2,000, like this one.
This is around half of what you’d pay for a natural diamond.
This is slightly less than what you’d often pay at Brilliant Earth, where diamonds with the same grades begin around $2,300.
One advantage Clean Origin has over their competition is they allow free returns for 100 days. Most online diamond stores allow buyers to return their purchase within 30 days.
Adiamor is a jewelry retailer that handcrafts their pieces in Los Angeles, California. For five decades, they’ve designed jewelry from engagement rings and wedding bands to pendants and earrings.
They boast close to 150,000 diamonds online with a minimum color grade of G and clarity grade of VS2. This ensures nearly all their diamonds will appear colorless and flawless to the naked eye.
Their website functions like many of their competitors. If you’re shopping for an engagement ring, you can start by choosing a diamond or setting.
One area where Adiamor is lacking is their image technology. The images are a lower quality than what you’ll find on Blue Nile and Brilliant Earth.
In some cases, you have to request an image of the diamond, which adds an extra step to the process.
We recommend you don’t buy a diamond unless you’ve seen a high-quality image or viewed it in-person, so you’ll have to go through this process with Adiamor.
On the positive side, they do display the GIA certificate. Some online diamond stores, such as James Allen, require you to request it from them.
Adiamor’s prices are often comparable with what you’ll see from their competitors.
For example, let’s look at diamonds with the following grades:
- Carat weight: 1.00
- Color: G
- Clarity: VS2
- Cut: Very good
Prices for these diamonds at Adiamor begin at $5,561. At James Allen, they begin at $5,510. So Adiamor and James Allen have similar pricing.
Blue Nile’s diamonds with these qualities start at $5,700.
Adiamor’s diamonds are certified by the GIA and American Gem Society, two of the most regarded institutions for assessing diamonds.
So you can be confident the diamond’s quality is accurately reflected on the report.
For a more detailed look, read our full Adiamor review.
Whiteflash makes our list of best online diamond stores because of their huge selection of quality brands.
They sell pieces from Tacori, Ritani, and more, so whether you’re interested in a handcrafted setting, a radiant cut diamond, or an emerald cut with baguettes accents, Whiteflash has you covered.
Their website experience isn’t as intuitive as its competitors. For example, there isn’t the option to begin creating your own engagement ring by starting with a diamond or setting.
Instead, you first select a diamond and then a setting, and they’ll put both in your cart.
While Blue Nile and James Allen then show you what the setting and diamond look like paired together, Whiteflash keeps them separate.
So even if you choose a princess cut, the image of the setting will show it with a round cut.
Whiteflash also promotes their “A Cut Above” line of super ideal diamonds. They emphasize its superior fire and brilliance because cut is the quality that impacts light performance the most.
Relatedly, Whiteflash includes Angular Spectrum Evaluation Technology (ASET) imaging of their diamonds, which helps demonstrate the way light travels through and is reflected by the stone.
While it can be helpful detail, we recommend basing your decision on its cut grade and avoiding too many inclusions. These two qualities make a diamond shine.
Like many in the industry, Whiteflash offers free returns for 30 days, a trade-in program, free shipping, and a one-year service plan.
9. Friendly Diamonds
Friendly Diamonds is based in New York City and specializes in lab-grown diamonds.
The company’s goal is similar to Brilliant Earth and Clean Origin — creating diamonds in a way that’s sustainable and goes above and beyond the standards laid out in the Kimberley Process.
What makes Friendly Diamonds stand out among competitors is the extensive customization options.
They’ll connect with you personally to design your ring from start to finish, all within your budget as low as $2,000.
You can share your ideas, and they’ll send you sketches and 3D renderings from their artisans of what your ring can look like.
Learn more about their custom designs here.
Even if you don’t choose the customized option, they still have stunning designs.
Whether you want an eternity setting where small accents circle the full ring, or a halo of small diamonds that surround the main one, you’ll have plenty to choose from at Friendly Diamonds.
Their diamonds are certified by the IGI, so you can be confident in what to expect. They also provide extensive detail on its grades across the four Cs.
When you’ve landed on the page for a particular diamond, scroll down to learn about its carat weight, color and more.
If you’re searching for a natural diamond, you’ll have to look elsewhere.
They only sell lab-grown stones, but if you’re in the market for one, Friendly Diamonds should make your list of places to assess.
Angara sells a variety of gemstones: diamonds, sapphires, emeralds, tanzanites, and more. The company originally sold jewelry to retailers around the world, but in 2005, shifted to sell directly to consumers.
Angara handles almost every phase of the process, from stone-cutting and designing to manufacturing and fulfillment. This allows them to more effectively control the quality of their inventory, unlike many other jewelry retailers who are only involved in select areas.
The main navigation of Angara’s site is incredibly helpful. It breaks down their jewelry by the type of gemstone, with a small image next to its name.
If you want to filter your selection of diamond rings by style, you can choose from designs including:
- Vintage inspired
We filtered by vintage inspired, and it shows this category of diamond ring, with high-quality images of the completed piece.
Once you’ve selected your design, you can choose its specific qualities, like its color and clarity grade, carat weight, and the type of metal for the ring.
This leads into one of the reasons Angara is the right choice for many buyers. They specialize in custom jewelry. All of their designs can be made with any carat weight or metal and accommodate all their gemstones.
There’s no additional charge for customizing pieces that appear on their website.
Whether you’re interested in a diamond ring or expanding your selection to include other gemstones, explore all that Angara has to offer.
How to Decide Which Online Diamond Store is Right For You
Choosing the best online diamond store is about more than the final product. You want an exceptional experience from start to finish.
That includes how easy it is to navigate the website, the quality of diamonds, how prices compare to other diamond vendors, and customer service.
View your choices of diamond at each of the above retailers to learn which is right for you.
By pairing your diamond with a variety of settings and comparing the cost of similar pieces across competitors, you can be confident in your decision to buy a diamond online.
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