Zales vs. Blue Nile: Complete Comparison

Zales vs Blue Nile

If you’re planning to buy a diamond ring or any piece of jewelry, there are plenty of options for in-person and online retailers.

Zales and Blue Nile are two popular jewelry vendors that have physical and online stores, but you should know the details of the buying experience as you consider which is right for you.

My bottom line recommendation is you’ll find better value and a wider selection of diamond rings at Blue Nile.

Let’s compare Zales versus Blue Nile across their selection of engagement rings, wedding bands, price, return policies, and more.

What to Know About Zales

Zales was founded in Wichita Falls, Texas in 1924 by a trio of partners, Morris (M.B.) Zale, William Zale and Ben Lipshy. 

Zales Store

Its original financing model of a “penny down and a dollar a week” helped customers purchase expensive jewelry and avoid paying the full price up front.

Today, Zales has more than 700 stores that sell a variety of jewelry, such as:

  • Engagement rings
  • Necklaces
  • Wedding bands
  • Bracelets
  • Watches

While it’s primarily known for its brick-and-mortar stores, it sells jewelry online through its website, where you can find a larger selection of its inventory.

Zales assures customers its diamonds are conflict free. Signet Jewelers, the parent company, abides by its ethical sourcing policy titled Signet Responsible Sourcing Protocol.

In August 2022, Signet bought Blue Nile, so the two companies have the same owner.

What to Know About Blue Nile

Blue Nile was founded in 1999 as an online jewelry retailer. 

Headquartered in Seattle, Washington, they’re now one of the world’s largest online diamond retailers and have recently opened several physical locations in states such as California, Virginia, and Texas.

Blue Nile Retail Store

I’ve visited Blue Nile’s Virginia location, and the showroom is simple but elegant. It’s a helpful place to browse jewelry and connect with a consultant, but I still recommend making your final purchase online.

The company is most known for engagement rings and other diamond jewelry, but their product lines expand into wedding rings, bracelets, gemstones, and pearls.

They were one of the pioneers of selling diamonds online. Their business model of working directly with wholesalers and manufacturers allows them to offer low prices and avoid the high markups of other popular brands such as Zales.

Their success selling online has given birth to competitors such as James Allen, where I bought my wife’s engagement ring

It’s now common for buyers to view pieces online through high-resolution images and make their decision without seeing it in person.

Blue Nile sells conflict-free diamonds that abide by the Kimberley Process.

Check out my complete Blue Nile review.

How are Zales and Blue Nile Different?

Selection of Engagement Rings

Blue Nile and Zales have a wide selection of engagement rings, but Blue Nile has more options.

One selling point is their “Build Your Own Engagement Ring” feature.

Build Your Own Engagement Ring Blue Nile

To go directly there, visit this page on their site.

Start with a diamond or setting, and find the right combination for your ring.

For example, you can choose with a princess cut diamond and explore how it pairs with different types of settings from solitaire and halo to sidestone and vintage.

Or you can select from more than 700 styles of settings and then find which diamond completes the engagement ring.

Blue Nile also offers engagement rings that have already been created by popular designers like Zac Posten and Bella Vaughan.

Check out the example below of one of their custom designs.

Bella Vaughan Engagement Ring Blue Nile

Zales has thousands of choices for engagement rings that come in all the common styles like solitaire, single and double halos, three stone rings, and composite diamonds.

On its website, there are more than 8,000 selections.

Zales allows customization, but the experience isn’t as intuitive as Blue Nile.

But now that Signet owns both, I wouldn’t be surprised if Zales’ experience is transformed to mimic Blue Nile.

Begin by selecting the diamond’s cut, followed by its carat weight, color and clarity, and the setting.

The difference between the engagement ring customization feature at Zales and Blue Nile is Blue Nile allows you to select the exact setting and diamond, while at Zales, you choose qualities you want in the setting and diamond, and Zales finds that option for you.

For example, the image below demonstrates how you select options like whether it’s a diamond or another gemstone, its cut, and the carat weight in given increments.

Engagement Ring Customization at Zales

Both can help you design the one that’s right for you, but I prefer Blue Nile’s selection of engagement rings.

Wedding Rings

Blue Nile and Zales also have a huge selection of wedding rings to match your engagement ring.

Blue Nile has more than 1,000 wedding rings for sale in metals such as:

  • Platinum
  • Tungsten
  • Rose, white, and yellow gold
  • Titanium

Many buyers choose to add sparkle their wedding ring with small diamonds. 

Check out this ring, where it wraps around itself and one side features pavé.

Wedding Ring with Diamonds

It’s an effective way to add brilliance to your wedding ring to complement the sparkle from the engagement ring.

Their options also include channel-set diamonds, where the gems are placed inside the metal, and eternity styles, where the diamonds wrap all the way around the band.

Zales has close to 3,000 styles of wedding bands available for purchase through their website. Their options mimic many of those from Blue Nile. 

Whether you want a yellow gold band, one with rubies or emeralds, or a band made with platinum, you’ll find a variety of wedding rings at Zales.

For example, this wedding ring includes 0.25 carats of lab-created diamonds. 

Wedding Ring from Zales

It’s made with white gold in a half-eternity style where the diamonds cascade halfway down both sides. Because the bottom remains hidden when you’re wearing it, the ring gives the illusion it’s a full eternity band.

I recommend matching the styles of your engagement and wedding rings, so it’s often easier to buy both from the same vendor, whether Blue Nile or Zales.

Price and Value

Don’t equate the price of a diamond ring with its value, and avoid overvaluing a diamond’s quality because of the brand selling it. 

There are many factors that determine price, and quality is only one of them.

For example, some jewelers charge more because they’ve established a strong image that stands for luxury and prestige. 

Tiffany & Co. is a good example of a jeweler with high prices they justify with their branding.

Instead, assess whether a diamond ring is priced according to its value by having it graded by a third-party organization like the: 

  • Gemological Institute of America (GIA)
  • American Gem Society (AGS)
  • Gem Certification & Assurance Lab (GCAL)

They’ll objectively evaluate the diamond across the four Cs of color, clarity, cut, and carat, so you can compare its price to others with similar qualities.

But the best way to compare prices for Zales versus Blue Nile is to find an engagement ring with similar qualities. 

For example, this ring from Zales and this one from Blue Nile have a 14k white gold solitaire setting.

The diamond has the following grades:

  • Carat: 1.00
  • Clarity: SI2
  • Color: I

At Zales, the ring is priced at $6,299.99. 

At Blue Nile, it costs $3,593.

14K White Gold Solitaire Engagement Ring

The Zales ring is priced 75 percent higher than the one from Blue Nile.

This idea plays out across many price comparisons between Blue Nile and Zales.

Zales often has higher markups on their jewelry.

So whether you’re exploring Zales, Blue Nile, or alternatives, Blue Nile offers some of the best value on jewelry.

Online and In-Store Buying Experiences

There’s a difference in the overall buying experience when you purchase a diamond ring online versus at a traditional retailer.

Blue Nile has mastered the experience of buying a diamond online, while Zales is still primarily known for a personalized process guided by a jewelry expert.

At Blue Nile, you can complete the buying process without stepping foot in a store, but that doesn’t mean you’re left to navigate the process on your own.

You can schedule an appointment with their gemologists, who will walk you through a diamond’s GIA certificate and answer any questions you have.

Schedule Appointment with Blue Nile

I’ve personally connected with the Blue Nile team and found them helpful and quick to respond, so I’m confident you’ll have the same experience.

They offer free shipping and even have express options if you’ve waited until the last minute.

At Zales, take advantage of their in-store experience. They display all types of jewelry for you to check out. Their representatives are knowledgeable about the pieces and can walk you through a diamond’s grading report.

If you’d like to compare flawless versus VVS clarity diamonds, you can have their gemologists place them side by side. 

Or if you’re wondering about the pros and cons of a radiant cut, ask their experts, and they can show you how they compare to traditional round cuts.

Blue Nile’s showrooms offer a similar experience, but there are far fewer locations.

Return Policies and Warranties

Zales offers full refunds on returns within 30 days. You can exchange your piece within 60 days. 

The exception is custom designs and engraved items, and the jewelry must be in good condition.

You can return your jewelry in store, or Zales will pay for the shipping.

Zales’ full return and exchange policy can be found here.

The company’s warranty is referred to as a “Lifetime Diamond Commitment.” This includes:

  • Diamond replacement if it’s chipped, broken, or lost from its original setting
  • Free cleaning and inspection
  • Trade-ins with credit toward a new purchase

The warranty isn’t the same as jewelry insurance, so you should read the policy details here.

Blue Nile’s return policy is similar to Zales.

Within 30 days, there’s the option to return your jewelry for a full refund, with a few exceptions such as engraved items. 

They’ll pay for shipping, and you’re allowed two returns per year.

Blue Nile’s warranty covers manufacturing defects. If the diamond doesn’t arrive in the promised condition, contact the company immediately to begin the process.

It should be noted their warranty doesn’t include variations due to craftsmanship, slight irregularities, or natural characteristics of the diamond such as inclusions.

That’s why it’s important to review the GIA report beforehand.

Also read the details of Blue Nile’s warranty here before buying, so you know all the situations when it applies.

Jewelry Boxes

When gifting a piece of jewelry as part of a proposal or another special occasion, the box plays a role in the presentation.

Blue Nile’s engagement rings are delivered in a blue box with the brand name etched in white on top.

It’s a simple design that’s perfect for presenting the ring.

If you’ve ordered fine jewelry, there are a few styles of packaging to expect.

In the image below, the engagement ring box is on the left, and the necklace is on the right.

Blue Nile Jewelry Boxes

Zales’ jewelry boxes are similar.

For engagement rings, it mimics Blue Nile’s design, except the grey color matches its brand.

Zales Jewelry Boxes

For fine jewelry, it depends on the exact piece.

Reviews from Customers

Don’t blindly trust what a company says about itself on the website. 

Instead, consider what customers have said in reviews about their experiences.

Zales has some positive customer reviews, but there are instances where the results are mixed. 

For example, they’ve earned an A+ from the Better Business Bureau, which means they’re known to address customer complaints in a helpful way.

Zales Better Business Bureau Reviews

On ConsumerAffairs.com, Zales has earned 3.7 out of five stars. Some reviewers complain of low quality jewelry for the price, slow shipping, and incorrect sizing.

But others praise their customer service and wide selection of diamond rings.

Blue Nile has positive sentiment on many popular review sites. On WeddingWire.com, they’ve earned 4.7 out of five stars from 1,166 reviews. 

Blue Nile Reviews on Wedding Wire

Ninety-four percent of couples on the site recommend the vendor.

Customers note:

  • Matching engagement and wedding rings
  • Fast delivery
  • Low prices
  • Quality customer service

One buyer on Blue Nile’s WeddingWire.com profile wrote, “We ordered our wedding bands from Blue Nile and couldn’t be happier. They arrived in excellent time, the price was great and the quality was brilliant. We are very satisfied and happy to be able to wear them everyday now.”

The significant number of positive customer reviews for Blue Nile and Zales shows both vendors offer quality jewelry and service.

Is Zales or Blue Nile Right For You?

In a comparison of Zales versus Blue Nile, I recommend Blue Nile because of their wide selection, quality jewelry at a low price, and exceptional online buying experience.

Whether you’re shopping for a wedding or engagement ring, a loose diamond, or another piece of jewelry, Blue Nile has one of the largest inventories in the world.

They offer a complete experience from start to finish, from connecting with an expert jeweler to elegant packaging when it’s shipped to your door.

Zales has many options to choose from as well, so I recommend exploring a variety of pieces from each.

Whether you buy from Zales, Blue Nile, or another vendor, you can discover the perfect ring for you.

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Jacob Clarke

Jacob Clarke

Jacob Clarke is the founder of TeachJewelry.com.

He earned an Applied Jewelry Professional Diploma from the Gemological Institute of America (GIA) and now brings you essential information about diamonds, settings, and more.

Jacob has consulted with leading jewelry brands, and his work has been cited in Clean Origin, Diamond Nexus and industry publications.

He's also a member of the International Gem Society.

He enjoys discussing jewelry with readers, so contact him with any questions at jacob.clarke@teachjewelry.com.

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Jacob Clarke

Jacob Clarke from Teach Jewelry

About Me

Greetings, my name is Jacob and I am the founder of Teach Jewelry. My aim is to guide you in making informed decisions when it comes to diamond and engagement ring selection. I provide comprehensive yet accessible advice and tips to ensure clarity, eliminating any concerns of overpaying for your diamond, engagement ring, or other jewelry. Whether your interest lies in selecting a top quality diamond, choosing its ring setting, or exploring other jewelry pieces, rest assured, you will attain the knowledge needed to select the right piece with confidence.

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