The Best Places to Buy Diamond Engagement Rings Online

Even the most beautiful painting in the world needs a good frame. That’s what a setting does for a diamond; it frames it, and shows off its best (or worst) assets. So think about whether you want to highlight the center stone, or want more sparkle, or need room for an inside engraving.

If Blue Nile were a bar: It would be the local hotspot for townies and visitors alike, with a dozen regional brews and a weekly trivia night to add a pinch of spice to  life.

Some people start with a stone, but if you want to start with a setting, Blue Nile may be your best bet. While it doesn’t offer as large a selection of loose stones as James Allen, it makes up for that by offering fourteen different setting selections, including its own in-house designs.

There are three exclusive designer collabs — from Zac Posen, Monique Lhuillier, and Bella Vaughan. And the store has five brick-and-mortar locations (two on the West Coast and three on the East Coast).

The site feels utilitarian rather than high-end, but what it lacks in style it makes up for with content. The education section is impressive, and worth visiting even if you don’t plan to buy a ring here. In particular, there’s great information on ring sizing, which will come in handy (pardon the pun) if you don’t want to get your ring resized by a local jeweler later on.

Prices are fair, but be warned: the company’s price-match guarantee comes with so many strings attached that unless you know what you’re doing — like, expert-level-know-what-you’re-doing — that offer won’t do you much good. 

Also, while the company touts its “360 view” as a way to get a better look before you leap, that feature isn’t available on every stone, which means that for about half the products on the site, you’ll still have to see your purchase in person to know what you’re really getting. Fortunately, Blue Nile has an industry-standard, 30-day return policy, so if you don’t like what you see, you’re not stuck with it.

Pros

• Large setting selection (many styles)
• Excellent education section (primers on diamonds and rings)
• Competitive prices, 
• Comparative shopping tools

Cons

• Uninspired web design
• Not all diamonds have a 360-degree view
• Some complicated fine print

Runners-up

• Whiteflash
• James Allen

Read our full review of Blue Nile.

If you don’t want to pick out a loose stone and a setting, and you’d rather leave the design work to the experts, visit a store with a lot of brand-name, ready-made rings. A store that offers a good selection of designers can, if nothing else, help you get a feel for what you might actually want in a ring.

If Whiteflash were a bar: It would be the Hard Rock Cafe… full of branded gear everywhere, and lots and lots of big, famous names all over the walls.

Maybe you’re not exactly the most stylish person you know. That’s okay! You’re not alone. If the thought of designing an engagement ring from scratch sends cold chills down your spine, then Whiteflash should ease your mind. The Houston-based retailer has a great selection of designer brands, which takes some of the guesswork out of styling a ring. They also have a brick-and-mortar shop in Sugar Land, if you want to see something in person.

You can browse any of the following designer brands: Tacori, Simon G., Verragio, A. Jaffe, Ritani, Vatche, Danhov, Benchmark, Valoria. And you can apply a search for particular styles, metals, and shapes just within that brand if you so desire. 

You can also compare and contrast individual rings, and review any listed specs at a quick glance. Plus Whiteflash offers and easy to use virtual ring sizer (no printer required!).

The company loves to talk about its good press, too, and its homepage lets you know it’s been written up by The New York Times, the Washington Post, and others. Many shoppers find that kind of cred comforting, especially when online engagement ring buying can feel so overwhelming.

Of course, there’s more to the site than just designer brands. Whiteflash emphasizes its focus on high-end, certified Ideal and Super Ideal diamonds (ones that pass rigorous testing), which means you might pay more here than you would at a mid-market place like James Allen. That said, you often get what you pay for, and if you want someone else to do the footwork involved in finding, certifying, and even designing a ring, it’s going to be a little more expensive.

Pros

• Best designer brand selection
• Established store with long-standing reputation
• Known for high-end diamonds 
• Great for shoppers who don’t have the time/savvy to look at loose diamonds and ring styles
• Some customization allowed
• Offers a compare and contrast feature

Cons

• Smallish selection when it comes to customization
• Less well-known than other online sites

Runners-up

• James Allen
• Blue Nile

Buying diamonds from a diamond cutter is as close to a traditional experience as you can get while shopping online.

If Brian Gavin were a bar: It would be that spot in town known for inventing the Martini (or at least some modern adaptation of a Negroni). Classy drinks like Old Fashioneds and Manhattans would be the order of the day, so don’t even think about ordering a Long Island Iced Tea.

Brian Gavin was one of the founders of Whiteflash, and has been operating online jewelry stores since the late 1990s. The fifth-generation, South African-born diamond cutter made his name in the industry by creating a grading system for hearts and arrows diamonds that is still used today.

Shoppers in his online store can expect traditional styles and a deeply satisfying attention to detail. Gavin created the A Cut Above cuts that Whiteflash currently sells, and was the expert behind that company’s Super Ideal Cuts. The stones he sells on his site are even more precise. He’s been refining his techniques since his days at Whiteflash, and now sells Brian Gavin Signature Hearts & Arrows, which he calls A Cut Beyond Brilliant, exclusively on his website. The Houston-based Gavin sells seven signature engagement ring collections on his site, plus an exclusive fancy yellow diamond collection, and seven designer collections like Furrer Jacolt and Jeff Cooper, as well as his own signature Brian Gavin collection.

Expertise comes at a price, of course, but not an unreasonable one. Gavin’s prices may seem high to the uninitiated, but his are generally lower than some of the more well-known designer brands such as Tiffany & Co. and Harry Winston. And the personal attention that customers get from Gavin himself is worth a few extra bucks over mid-range sites such as Blue Nile. That said, he won’t sell lab-grown stones, and his return policy is somewhat more restrictive than bigger shops such as James Allen.

Pros

• Large selection of exclusive diamond cuts
• Run by a master diamond cutter, not a corporation
• Established, long-standing industry reputation

Cons

• Limited return policy
• No lab-grown stones available

Runner-up

• Whiteflash

Mined diamonds are created over the course of millions of years, and pulled out of the earth. Lab-grown (or lab-created) diamonds have the same chemical composition as mined diamonds, but are cultured from diamond “seeds” in a lab, using either intense heat and pressure, or Chemical Vapor Deposition (CVD), which uses carbon gas to replicate natural chemical reactions. Lab-grown diamonds appeal to shoppers who’re uncomfortable with the ethical and humanitarian conflicts associated with mining, and they’re also less expensive than their mined counterparts.

If Brilliant Earth were a bar: It would be like a high-tech cocktail chemistry-style bar, where bartenders use molecular infusions, liquid nitrogen, and powdered chemicals to create mind-blowing drinks that are both aesthetically intricate and intellectually compelling.

Lab-grown diamonds are still fairly novel, although they’re becoming more common. They’re also the cause of some contention in the jewelry industry, with some retailers, such as Brilliant Earth, embracing them, and other retailers, such as Blue Nile, refusing to sell loose lab-grown stones. If you’re looking for a lab-grown stone — because they’re more ethical or because they’re just technologically cool, or even because they’re up to 30 percent less expensive than natural — it’s good to go to an expert.

At Brilliant Earth, their selection of lab-grown stones is really impressive. James Allen has just over 5,300 loose lab-grown stones available, while Brilliant Earth has over 33,000. Their lab-grown stones are available in ten shapes, and nine setting styles, including a few really unusual ones like this one. Prices start at under $500 for a .5-carat stone, and they have eight brick-and-mortar showrooms throughout the country.

Their commitment to ethical jewelry goes beyond lab-grown, too. Even their mined stones are sourced far more rigorously than mere “conflict free” diamonds, and they also use recycled metals and recycled natural diamonds. They also offer uncomplicated free domestic U.S., Canadian, UK, or Australian shipping, and free returns up to 30 days, plus free resizing for up to 60 days. That said, Brilliant Earth is not a cheap place to shop; their prices are occasionally higher than competitors.

Pros

• Huge selection of lab grown stones
• Commitment to ethical sourcing
• Easy free shipping and returns

Cons

• Sometimes a little pricey

Runners-up

• James Allen
• Valerie Madison

Colored diamonds and gemstones offer a vibrant alternative to plain, colorless stones, which make them an attractive option for engagement rings. Importantly, fancy colored diamonds feature the same hardness — and thus, durability — as white diamonds, which makes them a solid choice for engagement rings (they get more wear and tear than social occasion jewelry, and therefore require a harder stone). If you’re looking for a non-diamond colored gemstone, just make sure it’s one of the harder stones, such as ruby or star sapphire, and not something soft, like a pearl or amber or peridot, which can easily chip or crack.

Since 1979, Leibish & Co. has been specializing in fancy colored diamonds and gemstones (although they sell white diamonds, too). They’re also one of the rare online jewelers that guarantees its colored diamonds have not been heat treated or enhanced in any way. And they don’t sell lab-grown stones, which means their stuff will be more expensive than other stores, on average. In addition, the “no heat treatment” guarantee does not apply to their gemstones, because almost all gemstones on the market today have been enhanced in some way.

The New York City-based company specializes in Argyle Pink and Canary Yellow diamonds, and offers 14 different diamond color choices, including Fancy White. You may be thinking: Doesn’t James Allen also sell colored diamonds? Yes, but most of its inventory is heavy on lower-end yellow and brown stones, and fairly slim on higher-end product. For example, on a recent visit to the site, James Allen was able to offer only five blue diamonds, while Leibish had over 100.

A note about seeing the stone in person: Leibish doesn’t have a brick and mortar store, but it will ship a stone or stones to a specialized viewing station in your area, or to one of their associates’ offices for viewing, for a small fee assuming there’s a participating dealer in your town.

Pros

• Large selection of rare fancy colored diamonds and non-diamonds
• Specialists and trusted in so-called fancy colored diamonds
• Will send the stone to a local dealer if available  

Cons

• No in-person shopping experience
• Can be relatively expensive

Runners-up

• James Allen

Age is not a factor when it comes to estate pieces. Estate just means that the piece was previously owned, and usually purchased from an estate sale, meaning someone died and the family sold their belongings. Generally speaking, stores specializing in estate pieces are picky about what they buy, though, so you’re likely to find unusual, rare, or valuable estate pieces at a better price than if you were to buy something like that new. Antique jewelry, on the other hand, is almost always at least 75 years old. It’s rare, too, because a good piece of true antique jewelry needs to be intact, with no obvious wear and tear, and it needs to be sold by someone who knows enough about the market to give you a sense of provenance.

If Walton’s were a bar: This would be the old oak bar in your town, where the bartenders still wear vests and bow ties, and they know how to make a Blood and Sand without looking it up.

Sometimes old school is the best school. If you want to get something with a little history — a ring with a story — then estate and antique is the way to go, and Walton’s is the place. The brick-and-mortar store was opened by Melba Walton in 1974 and still operates out of a historic building in Downtown Franklin, Tennessee. Melba’s granddaughter Julie, a graduate gemologist, opened the online store in 2017, ensuring that this family estate and antique jewelry business has one foot in the past and one in the future.

For shoppers, that means you’re not just getting a ring, you’re getting a piece of history, sold by a family invested in its reputation and the story of its jewelry. The shop specializes in pre-1940s antique and estate pieces, and if there’s something you’re looking for that isn’t available in its online store, they can help you find it.

Most of the imagery on their site offers not only close-up views of each ring, but also a photo of what the ring will look like on a finger, which is an especially nice touch. They offer free shipping and written appraisals of their products from GIA certified gemologists. However, their return policy is limited to only 10 days after receipt of the item.

Pros

• Family-run business with over 40 years of experience
• Specializes in pre-1940s antique and estate pieces; no reproductions
• Website features on-hand images for every ring
• They also buy antique jewelry

Cons

• Limited return policy

Runners-up

• Doyle and Doyle
• Eragem
• Erica Weiner

See also our Complete Guide to Antique and Vintage Rings

Environmentally-friendly, sustainable jewelry goes far beyond simply using recycled metals and sourcing recycled stones. But it’s a good start. Other important aspects of sustainability include reducing a brand’s carbon footprint by manufacturing locally, as well as reducing the amount of packaging in selling jewelry. Companies that go a few steps further source even the smallest diamonds, known as melee, from conflict-free Canadian mines, and are transparent about each step of the process.

If Valerie Madison were a bar: It would be an organic wine bar attached to a small-footprint vineyard, featuring small-batch products and served in recycled and recyclable glasses.

Valerie Madison founded her small business in 2014, and has made a significant name for herself as an industry leader in sustainable design. She got a degree in Environmental Science & Resource Management from the University of Washington before starting a career in jewelry design, so her focus is on the environment and aesthetics in equal measure. She outlines her standards and practices on her site.

Her Seattle-based store offers customizable rings as well as true custom designs, and there are also a significant number of ready-to-ship options, in case you’re not the patient type. The shop offers ten different stones, including lab-grown moissanite; seven different shapes, including unusual shield, hexagon, and triangle; and seven different metal options, ranging from 14K rose and yellow gold to platinum.

Madison will mail you a professional-grade ring sizer kit for $25 (available in thin or wide widths), which is worth the cost even if you don’t end up buying from her shop. Due to the nature of her sustainably small business, returns incur a restocking fee, and some sales are final. She’s also not able to offer free shipping on everything, although shipping on items $500 and over within the U.S. is free.

Pros

• Recycled materials and sustainable practices from a formally trained expert
• Unusual designs
• Transparent practices

Cons

• Limited return policy
• Some shipping costs may apply

Runners-up

• Brilliant Earth

Chain stores have the advantage of providing lower prices and consistent product, thanks to their purchasing power and brand mission. Some of the more well-known jewelry chains include Jared, Kay, Zales, and H. Samuel (all owned by Signet Jewelers, which also owns JamesAllen.com), and their competitors, such as Helzberg and Ben Bridge. But there’s also good value to be found in unexpected places, such as at Costco. If price is your number one priority, then the warehouse-style discount goods at Costco are worth a look. 

If Costco were a bar: It would be a comfy dive bar with $5 beer-and-shot specials.

The company says all its diamonds are, at minimum, VS2/I stones (see our explanation of the 4Cs), and it offers GIA certificates and International Gemological Institute (IGI) appraisals for every stone weighing more than 1.00 carat. But you’re going to have to do most of the work yourself if you want to score a real deal. There’s very little staff help, and while the customer service is generally friendly, they’re certainly not diamond experts.

That means you’re going to Costco to buy a ring that looks pretty… and that other people will be buying too. You’re not building your own design here or sourcing a captivating antique. Costco also won’t offer services such as resizing or cleaning, and its website has a really limited selection. You also won’t be getting a glass of Champagne while you shop, either.

Also remember that price isn’t the same as value, and that a discount diamond ring at Costco may not be investment-level quality. That said, if you’re not an expert, and you don’t want to become one, there’s a lot to recommend a frills- and pressure-free experience of warehouse shopping.

Pros

• No frills
• Hundreds of locations
• Inexpensive merchandise

Cons

• No frills
• Limited online selection
• Limited service

Runners-up

• Jared
• Kay
• Helzberg

True vintage jewelry can be both fragile, rare, and expensive (for an explanation of how old jewelry must be to merit “vintage” status, see our guide to Antique and Vintage Diamonds). That’s why many shoppers who like retro styles turn to vintage-inspired designs, which offer spectacular details without spectacular cost.

If Doyle & Doyle Heirloom were a bar: It would be a newly opened, retro-themed space with distressed mirrors and tiled floors that serves classic cocktails “in the style of” old-school bars.

Many jewelers tout their vintage-style collections, but Doyle & Doyle Heirloom, while limited in terms of options, is the best example of a vintage-inspired range. The main Doyle & Doyle store sells a wide range of authentic vintage and antique styles, but for customers who either want something a little less expensive, or a little less fragile, their Heirloom line is perfect.

The first thing to note is that true vintage engagement rings often don’t have large center stones. Some have no stones at all! And Doyle & Doyle Heirloom reflects that, offering gorgeous, sweetly-styled pieces that look like something out of your grandma’s jewelry box, assuming she was a normal human, and not the Queen of England. Don’t bother buying a vintage-style ring if all you’re looking for is a massive stone and lots of flash. Rather, look for details, such as metal bows, flowers, and hearts, and tiny stones in interesting patterns.

Of course, you’ll find some rings with larger stones, but the most compelling pieces in this collection are also the most affordable. A small silver flowered ring, set with tiny diamonds and a ruby, starts at just $450.

The drawback to vintage-inspo styles is, of course, that it’s not genuine vintage, so it’s got little resale value. And with this line, there’s just over two dozen styles to choose from, and the pre-made rings are not customizable. That said, the company’s expertise in vintage mean the looks are spot-on, and they will even mount your own family’s heirloom diamond in one of their vintage-style settings, if you’re looking for the best of both worlds.

Pros

• Authentic-looking collection
• Reasonable prices
• Will work with your stone

Cons

• Limited selection of vintage-style rings

Runners-up

• Ertswhile
• Catbird
• Erica Weiner