Best Online Jewelers for Buying Diamonds

Last updated on April 24, 2023

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We live in a world of convenience shopping where we can order just about anything without actually moving from our living rooms. We can buy food, cars, all manners of machinery and even precious diamonds through online sources.

In this article we are going to look at some of the best dealers in diamonds you can find on the internet. We will let you know the qualities of each and help you decide which company suits your needs the best. Diamonds are expensive and a real premium item so you will want a reputable and reliable source for buying them.

James Allen

When it comes to the story of James Allen we have to group the man (James Allen Schultz) himself and his co-founder and fiancée Michele Sigler together. The origin story for the company suggests that Schultz bought his then girlfriend, Sigler’s engagement ring in an online auction.

This was all in the early days of buying online so there was still trepidation involved in a largely untested new world of commerce. For Schultz the gamble paid off because when he had the ring appraised upon receiving it he realized that he had saved nearly 50% of the actual value of the piece by buying it online.

This experience raised an opportunity for James and Michele, who were now married, and they decided to contact diamond experts Oded Edelman and Dean Lederman. The four banded together to form JamesAllen.com one of the first online diamond sales companies and thanks to its success now the largest in the world.

Selection of Diamonds

A check of the website's inventory on April 10th 2023 indicates they had no fewer than 315,127 diamonds for sale ranging from $200 up into the millions of dollars in individual value. The most expensive diamond listed on that day was an 18.91 carat, completely colorless diamond worth over 2 million dollars.

Pricing

Pricing varies depending on the four Cs: carat, clarity, color and cut. Playing with the company's comprehensive slider based search engine will help you find a wide array of prices that match up to quality diamonds.

They offer a wide range of prices to fit most budgets so with some searching you are likely to find a great price. Compared to brick-and-mortar stores the diamond prices are much closer to wholesale than retail, making online options such as James Allen the cheapest way to get into the world of diamond ownership.

Features

James Allen’s website features a comprehensive search engine that allows you to look for diamonds based on price, size, color, clarity, shape and cut quality. Simply use the sliding scales to set your parameters and you will be given a list of options to choose from.

Another fantastic feature are 360 degree photographs of the diamonds that create a 3D type image. This helps to make up for not being able to look at the gems in person, something sorely lacking from online shopping.

Policies

James Allen has a number of fantastic policies:

Risk-Free Buying Policy: As a solid incentive to take the plunge and buy online James Allen offers a return policy that gives you a full refund if the product is returned within 30 days of purchase.

Free Global Shipping: When you are selling hugely expensive items you are not going to quibble over shipping costs. James Allen is well aware of the importance of getting the product to the buyer so they cover all costs in that regard.

Financing Options: Those who qualify may be eligible for interest free payments on purchases over $1000 if the balance is paid in six months or 24 month financing on purchases over $2000 with a 9.90% interest rate.

The Lifetime Full Credit Upgrade Guarantee: James Allen offers a 100% credit for engagement ring upgrades when the original was purchased through them and the new ring is at least 2x the price of the first ring. The old ring must be traded in to get this deal.

Lifetime Warranty With Every Diamond: James Allen offers a lifetime policy on engagement rings and will repair any issues that arise for free. You will however have to pay to ship the ring to them and back to yourself.

Free Engraving: James Allen offers free engraving with the purchase. This will allow you to write a message on the band of the ring at no extra cost.

24/7 Customer Service: They are a huge company with global reach so James Allen ensures they offer 24/7 customer service.

Blue Nile

Founded in 1999, Blue Nile is the world's largest online diamond reseller. Their headquarters are located in Seattle, Washington and they became a publicly traded company in 2004 almost two decades ago.

It was back in 2017 that current owners Bain Capital and Bow Street LLC took charge of the already successful company. When it comes to big names in the industry it may not be one that first jumps to mind but it is a big player in diamond sales as the likes of Cartier, Tiffany & Co. and James Allen.

Selection

As of April 10th 2023 Blue Nile listed no fewer than 205,365 diamonds for sale ranging from $295 all the way up to over $1.5 million. Comparatively their chief rival in the market James Allen does have over 100,000 more within a similar range although their most expensive diamond is over $2 million.

It is of course a revolving door as more diamonds sell the company is constantly replenishing and their inventory is gradually growing. You could not possibly view them all but using their search sliders you can narrow down your options to find the perfect diamond for your needs.

Pricing

Just like James Allen, Blue Nile's ability to sell online allows them to keep their costs low. They also have a business model whereby they do not actually own the majority of the diamonds listed on their website.

Diamond dealers from around the globe offer their diamonds on consignment to Blue Nile who sell them through their website. Once a purchase takes place Blue Nile then buys the diamond from the dealer and instantly sells it on to the customer.

Features

Blue Nile has its own version of the sliding bar search engine that helps you search for diamonds based on price, color, clarity, carats shape and cut quality. It is very much like the Allen James set up.

It does not have the 3D images that James Allen offers but iit usually has pictures of the diamond and a diagram which explains each gem's unique features.

Policies

Blue Nile has a 30-day returns or exchange period on all items but engraved items are not eligible for a refund on the engraving costs.

Blue Nile offers free shipping on all orders with the more valuable orders over $1000 being shipped overnight. Lower cost items under $250 are shipped FedEx ground.

Brilliant Earth

Brilliant Earth prides itself on being ethically beyond reproach insisting that all the diamonds it sells are mined with the most ethical and fair processes. They make sure the customer can trace each diamond back to its origin to offer unparalleled transparency.

Selection

Brilliant Earth as of April 10^th 2023 has 118,148 diamonds listed in their inventory of various sizes, shapes and levels of quality. They also have almost 200,000 lab created diamonds in their collection for those looking to save money or minimize their environmental footprint.

Pricing

The price range at Brilliant Earth is quite broad with the cheapest stones being around $420 dollars and the most expensive tipping the scale at around $1.3 million. This makes the starting price for Brilliant Earth diamonds slightly higher than James Allen or Blue Nile.

Their prices are competitive but although they are cheaper than brick-and-mortar stores they are still more expensive than many of their industry competitors like James Allen and Blue Nile.

Features

Just like their competitors Brilliant Earth has a fantastic detailed search engine that can help customers peruse the best diamonds they have to offer. Using the standard search parameters associated with diamonds you can quickly narrow down your options and find a fantastic diamond.

Like the James Allen website you can get 360 degree videos of the diamonds to get a better idea of what the gem looks like. This is greatly beneficial as it goes beyond a simple picture.

Policies

Shipping is free on both deliveries and returns.

They offer a free lifetime warranty on their products.

Return limits are extended over the holiday period to allow for volumes of deliveries during that time.

Whiteflash

Whiteflash describes themselves as an ultra-modern diamond and bridal jewelry retailer. They specialize in Ideal and Super Ideal diamonds and setting them in designer engagement ring settings. They have a global reach with their online sales but also have a showroom in Sugar Land, Texas.

They boast a host of awards and certifications and pride themselves on excellence of service. They are also an authorized distributor of famous designer settings from Simon G, Verragio, Vatche, Ritani and Danhov.

They have been selling high quality diamonds since 2000 which come with their proprietary grading certificate.

Collection

This is a smaller online seller with only around 17,427 natural diamonds listed in their inventory. Their collection of lab grown diamonds is just over 1100.

With a smaller selection your options are obviously limited but you can still find some great pieces from this website.

Pricing

Diamond prices at Whiteflash start at $473 for a round 0.37 carat excellent cut diamond but go up as high as $462,202 for a 9.03 carat, round with an excellent cut rating. In terms of price they have an intensely well crafted range of diamonds that demands a large premium in price.

Diamonds not listed as “A Cut Above” however will be comparable in price to other online sales companies.

Features

Their “Cut Above” collection is known for being superior in cut quality and is the reason they have cemented their legacy in the trade. Their connections with designer ring makers allows for the creation of potentially some of the most breathtaking engagement rings in the world.

Their diamond search tool is as good as their competitors but their diamond images are decidedly two dimensional which is a shame.

Policies

Whiteflash offers free FedEx shipping globally with a money-back satisfaction guarantee.

They offer a 30-day return policy.

They offer a 1-year service plan and lifetime trade-up program.

They offer a discount for cash (bank wire) purchases that can save you 3% or more on the price of your diamond.

Online Diamond Buying Tips

If you feel that buying online is the best option for you and you are looking to save money on quality diamonds you may need a few important tips.

Make Sure the Diamond has a grading report from one of the three main independent grading labs. These are the Gemological Institute of America (GIA), the American Gem Society (AGS) and the International Gemological Institute (IGI).

Set yourself a budget for your diamond and any settings you intend to purchase. This will help you find the right diamond for the best price.

Shop around the companies to compare the diamonds you like. You may find a similar item elsewhere for less or with a better set of policies.

Final Thoughts

This article highlighted some of the best online diamond sellers who have spent years honing their craft. It is nerve wracking to buy a diamond online. These are not cheap items and you never want to feel like you have been ripped off.

There are other online diamond sellers out there which you can definitely look into if none of these companies grab your attention but frankly when it comes to quality and value these four are the top of the pile.

Reference Diamond Size Chart

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