Receive a $250 gift card on orders over $1,000 at Brilliant Earth, our top pick for diamonds.
Shopping for jewelry online offers unmatched convenience and variety—but you need to know where to look. As a jewelry expert double-certified in gemology, I thoroughly researched and vetted the best online jewelry stores that offer high-quality designs, exquisite materials and impeccable customer service. My top pick is Mejuri due to its excellent attention to detail and ethical practices, while Quince is my choice for affordable online jewelry that’s also tasteful and subtle.
Here are the best online jewelry stores that offer impressive selections at competitive prices.
Illustration: Forbes / Photo: Retailers
It’s even more crucial to choose reputable online jewelers for engagement rings and other symbolic gemstone pieces. My top recommendation for these special occasions is Blue Nile, which has a stunning selection of natural and lab-grown diamonds and a price-match guarantee. Below, see my full list of the best online jewelry stores I trust in 2026, as well as my team’s top picks for gifting—just in time for Valentine’s Day.
Price range: $40 to $6,500+ | Shipping: Free standard shipping on orders $75 and above | Return policy: Free 30-day returns | Warranty: 2-year warranty for defects with materials or workmanship
What you’ll love:
Unique, modern styles from independent designers
“Quiet luxury” options for everyday wear
High quality at reasonable prices
Keep in mind:
Doesn’t offer many maximalist styles
Toronto-based Mejuri is one of the best fine jewelry websites for minimalist sophistication at reasonable prices, which is why it’s at the top of this list (as well as our roundup of the best affordable jewelry brands). The brand’s in-house design team conceives new shapes and styles, then it partners with independent designers to bring them to life in a range of materials—precious metals (which includes 80% recycled gold), enamel and ceramic.
“I’ve been buying jewelry from Mejuri for years and recommend this brand to all my friends,” says lifestyle commerce editor Katherine Louie. “The jewelry is high-quality and elegant, and the customer service is top-notch.” The brand’s Pavé Diamond Huggie Hoops are a classic, elegant shape made with responsibly sourced diamonds. This two-in-one style can also be worn flipped over to show the hoop’s sleek 14k gold finish.
Our top gift pick: The Aurora Lab Grown Sapphire Eternity Ring is a beautiful statement gift that costs just under $200. It comes in 18k gold vermeil or sterling silver.
Want to save this story for later?
No need to bookmark—get it straight to your inbox.
Number of options can be overwhelming if you don’t know where to start
When it comes to engagement rings, Blue Nile is brimming with choices—which is why it’s our top pick for buying engagement rings. The inventory includes 650,000 diamonds at any time, roughly five times more than other digital competitors. Further, prices tend to run 25% to 50% percent lower than what you find at traditional retailers.
Deputy editor Jane Sung opted for a classic style for her wedding bands. “Twelve years later, they are still going strong, even after wearing them through chores, ocean/pool swimming and the general wear and tear of life,” she says, adding that none of the diamonds have popped out (which can happen with precious stones over time). One aspect of the shopping process Sung particularly liked was the free option to engrave a special phrase inside her husband’s band. You can also make the online experience less overwhelming by filtering your search by diamond cut, size and setting. Another perk: Blue Nile offers a price-match guarantee if you find a similar quality and size of stone for less.
Price range: $28 to $5,225 | Shipping: Free standard shipping | Return policy: Free 30-day returns, exceptions may apply to personalized items | Warranty: Free repair service under Happiness Guarantee
What you’ll love:
Fine gold pieces at reasonable prices
Affordable gold-plated brass options
Bold necklaces that make a statement
Keep in mind:
Doesn’t have a wide selection of classic, traditional styles
Gorjana has a cool, laidback California vibe that shines throughout every piece in its vast and easy-to-layer jewelry assortment. Many of its styles—from statement necklaces and stacking rings to bold earrings and delicate bracelets—are available in fine 14k or 18k gold. “Gorjana is an excellent in-between brand for trendier pieces that look high-quality but won’t break the bank (although the company has a collection of fine jewelry, too),” says Tietjen. “I have several of its gold-plated pieces, including the Bespoke Kara Padlock Necklace (it’s engravable) and the Lou Huggie Earrings.” For an affordable option, the brand also finishes pieces in gold-plated brass with an anti-tarnish barrier, so everything stays pristine.
Our top gift pick: The 18k gold-plated Carmela Necklace is a great choice for those who gravitate toward chunky jewelry. It looks great layered over a cashmere sweater or peeking out from underneath a crisp button-down.
Best Affordable Online Jewelry Store
Quince: Sustainably Sourced And Wallet-Friendly
Quince
Quince 14k Gold Diamond Bezel Necklace
Price range: $30 to $6,000 | Shipping: Free standard shipping | Return policy: Free within 365 days of the purchase date | Warranty: Limited lifetime warranty against workmanship defects
What you’ll love:
Plenty of wallet-friendly options
Generous return policy
High-quality everyday essentials
Keep in mind:
The site doesn’t offer many fine jewelry pieces
A relatively new entrant into the jewelry space, San Francisco brand Quince has quickly become popular for its affordable but high-quality pieces, sustainably sourced materials and timeless, versatile designs. “After getting my hands on a couple of pieces of 14k gold jewelry, I’m super pleased with the quality,” says senior updates editor Karen Tietjen. “These Diamond Tiny Studs, which I’ve had in my ears for months now, still look brand new and haven’t led to any sensitivity issues.” The brand offers free shipping and returns as a bonus.
Price range: $41 to $19,048 | Shipping: Free shipping on orders over $100 | Return policy: Free 30-day returns | Warranty: Lifetime guarantee includes repair services to vermeil, 14k and 18k fine jewelry
What you’ll love:
Ethical practices
Transparent pricing model
Keep in mind:
Customizable options are somewhat limited
Aurate New York is a fine jewelry brand known for its ethical practices. It uses recycled gold and sustainably sourced gemstones in its jewelry and works with fair trade suppliers. “I love Aurate for dainty, everyday jewelry at fair prices,” says Tietjen. “I have a gemstone bezel necklace that I’ve worn for weeks on end with no issue.”
Aurate also offers a transparent pricing model, so you know the true cost of your selections. The jewelry itself is high-quality and stylish, with a wide range of gold pieces and those from other metals, and in styles from classic to modern, so there is something for everyone.
Our top gift pick: The Large Paperclip Chain Gold Necklace can be worn with chunky herringbone chains, your favorite tennis necklace or on its own. It comes in 18- or 22-inch lengths.
Best Online Jewelry Store For Diamonds
Brilliant Earth: Modern Classics With Responsibly Sourced Stones
Brilliant Earth
Brilliant Earth Diamond Tennis Bracelet
Receive a $250 gift card on orders over $1,000 at Brilliant Earth.
Price range: $95 to $75,000 | Shipping: Free standard shipping | Return policy: Free 30-day returns | Warranty: Lifetime warranty against manufacturer defects with $50 refundable deposit; other defects repaired at cost minus $50 deposit
What you’ll love:
Ethically sourced diamonds
Modern, sophisticated designs
Keep in mind:
Limited selection of pieces under $200
This San Francisco-based design studio is the top pick in our roundup of the best places to buy diamonds because its pieces are “ethically sourced, but also fresh, modern and unique,” writes fashion writer Molly Calhoun. The brand excels at wedding and engagement styles, but “I especially love its bold cocktail rings, classic tennis bracelets with a twist, and extensive huggie collection,” she adds.
In addition to offering lab-created and recycled diamonds, Brilliant Earth partners with suppliers who source natural diamonds from conflict-free countries and mining operations committed to safe labor standards.
Our top gift pick: Studs are always a great gift, and this pair of Emerald Cut Diamond Stud Earrings is a new take on the more predictable, albeit classic, round shape.
Best Online Jewelry Store For Rings
Angara: Beautiful Gemstones In A Variety Of Settings
Website layout can be overwhelming if you don’t know where to start
Whether you’re looking for a sentimental or statement ring, Angara is a good starting point. Angara’s diamonds are conflict-free and ethically sourced, and the brand offers a variety of gemstones for its rings. “Not only can you get natural and lab-grown diamonds at Angara, but it also has an extensive selection of natural gemstone and pearl jewelry pieces,” Calhoun says. The customizability is a standout feature: You can choose the type of metal, gemstone, setting and engraving to create a unique-to-you ring. Plus, “if you need help with late-night jewelry shopping, the brand offers 24-hour customer support,” adds Calhoun.
Our top gift pick: The Classic Freshwater Pearl Solitaire Studs are a simple, versatile pair of earrings for the recipient who isn’t into flashy or sparkly jewelry.
Best Online Jewelry Store For Lab-Grown Diamonds
Vrai: Zero-Emission Diamonds In Tasteful Settings
Vrai
Vrai The Knife-Edge Round Brilliant Engagement Ring
Price range: $150 to $59,000 | Shipping: Free standard shipping | Return policy: 30-day returns subject to $200 recycling fee for engagement rings; 14-day returns for loose diamonds | Warranty: Lifetime warranty covering manufacturer defects with $50 deposit; other defects repaired at cost minus $50 deposit
What you’ll love:
Pieces are made with zero carbon footprint
High-quality diamonds at fair prices
Keep in mind:
$50 deposit required for lifetime warranty
Vrai earned a top spot on our list of the best lab-grown diamonds because of its sustainable stones. Grown in America, they’re produced from greenhouse gas crystallized in Vrai’s Pacific Northwest foundry, which runs on 100% hydropower. The result is beautiful pieces made with zero carbon footprint.
“Vrai’s lab-grown diamonds are sparkly, impressive and priced well,” Calhoun states. “Its lab-grown diamond engagement rings are jaw-droppingly gorgeous—they feature old guard craftsmanship, quality and precision with a modern sensibility. I like the brand’s other jewelry pieces, too: The Inner Light Medallion and the Dome Band are on my wish list.”
Our top gift pick: The Petite East-West Cuff Ring is a subtle yet visually interesting choice, tastefully pairing a round brilliant diamond with a baguette diamond. It looks beautiful on its own, or it can be worn as part of a stack.
Best Online Store For Fine Jewelry
Monica Rich Kosann: Unique Lockets You Can Personalize
Price range: $70 to $36,500 | Shipping: Free 3-day shipping | Return policy: 30-day returns minus $15 return fee | Warranty: 5-year warranty; lifetime repairs for a small fee
What you’ll love:
Bespoke, customizable pieces
Ethically sourced diamonds
Keep in mind:
Returns aren’t free
Taking inspiration from the vintage jewelry—especially lockets—that she shopped for in antique and flea markets, Monica Rich Kosann creates jewelry with an element of storytelling. At Kosann’s online Locket Bar, you can create necklaces and other jewelry that tell their own beautifully detailed story. Lockets are customized with a photo and (alongside all the other pieces on the site) made with 18k gold, sterling silver and ethically sourced diamonds. “Monica Rich Kosann is skilled at marrying style and sentimentality,” says Calhoun. “The Slim Viv, a slim-profile 18k yellow gold locket, can be personalized with images directly from your smartphone and printed at home.”
Price range: $25 to $570 | Shipping: Free shipping on orders over $150 | Return policy: Free 30-day returns | Repairs: 365-day warranty against manufacturer defects
What you’ll love:
Durable, hypoallergenic posts
Trendy pieces that won’t break the bank
Flat backs that are comfortable to sleep in
Keep in mind:
Doesn’t specialize in customizable pieces
Miru specializes in easy-to-wear earrings that won’t aggravate sensitive ears: The delicate styles are made of medical-grade titanium that’s hypoallergenic and nickel-free. “I love Miru’s earrings because they’re dainty yet quirky, plus they’re affordable but super durable for 24/7 wear,” says Tietjen. The brand’s line of nap earrings is designed to be comfortable while sleeping; their flat, smooth backs won’t poke into your skin as you’re lying on your side. Miru also has a curated collection of gold- and silver-plated stainless steel rings, necklaces and bracelets, all of which are reasonably priced.
Our top gift pick: Miru’s petite Everyday Nap Earrings Trio has sparkle but also go with everything, and they’re great for those with multiple piercings.
Best Online Jewelry Store For Gifting
Catbird: Customizable Pieces With Personality
Catbird
Catbird Confetti Custom Five Gold Charm Bracelet
Price range: $14 to $13,650 | Shipping: 2-day shipping for $8 | Return policy: Returns accepted within 20 days of delivery date with $8 fee | Warranty: 2-year warranty
What you’ll love:
On-trend, artful pieces
Limited edition collaborations with celebrities
Plenty of customizable options
Keep in mind:
Returns aren’t free
Brooklyn-based jewelry brand Catbird specializes in unique and quirky pieces that strike up a conversation—making them great for gifting. With a wide range of visually interesting charms, custom engraving options and birth month personalizations, it’s easy to build a bespoke necklace or bracelet that captures your recipient’s essence. Additionally, the on-trend company collaborates with jewelry designers such as Jennie Kwon, Kataoka and more.
“I’ve been buying jewelry from Catbird since it first opened its tiny shop in Williamsburg, Brooklyn,” says Sung. “The collection features everything from whimsical pieces to classic, layerable styles you can wear daily (I’ve been wearing a 14k gold forever bracelet I got with a friend for several years now).”
Our top gift pick: The versatileChubby Tubetti Hoops add a bit of gleam to any outfit. The 14k solid gold hoops are hollow, so they’re still lightweight enough to be worn all day without discomfort.
How We Chose The Best Online Jewelry Stores
To find the best places to buy jewelry online, our fashion team spent hours researching top jewelers, focusing on brands with stellar reputations, independent certifications and overwhelmingly positive customer ratings.
Recommendations And Expertise
All of the retailers on this list come recommended by four Forbes Vetted team members, in addition to former deputy editor Kari Molvar. Each team member has personal experience shopping for or receiving jewelry from each brand, and can vouch for their quality.
Customer Experience
When shopping for jewelry online, customer service is of the utmost importance. We evaluated the following customer service features for each store:
Fast shipping
Generous return policies
White-glove services
User-friendly shopping interface
Price And Variety
Since budget is an important factor when shopping for jewelry, we made sure that this list included retailers that offer pieces that fall into a wide range of price points. The specific jewelry styles featured above range from under $100 to over $2,000.
Final Curation
To make shopping for jewelry gifts easier, Calhoun researched and highlighted specific pieces from each retailer. These picks were also approved by Sung.
What To Consider In The Best Online Jewelry Stores
To find the best online jewelry store to make your purchase, look for style variety, value, quality, exceptional customer service and—above all—a trustworthy experience.
Style
Understanding your specific style preferences will help you narrow down your options and find retailers that cater to your taste. For classic diamond jewelry, a heritage jeweler like Brilliant Earth is best; modern brands like Mejuri and Catbird are great for trend-forward staples. Browse around to see which aligns with your style.
Price
We recommend determining your jewelry budget based on how much “mileage” you’ll get out of the piece—whether it’s meant to be an everyday accessory or a special-occasion gift to treasure for years. Once you’ve established your budget, then narrow your search by filtering by price. Online-only brands like Quince offer high-quality but affordable jewelry to elevate everyday wear, while custom engagement retailers like Blue Nile provide a wider range of pieces for a variety of significant milestones.
Materials
Common metals for jewelry include gold, silver, platinum and alternative metals like titanium and stainless steel. Here’s a quick breakdown of the unique characteristics and care requirements of the most popular options:
Gold: This metal ishighly malleable, making it ideal for intricate jewelry designs and settings. Gold is available in various karats, with 14k and 18k being popular choices, offering a balance of durability and purity. While gold doesn’t tarnish or corrode, high-karat gold (such as 24k) is softer and more susceptible to scratches.
Silver: Silver is more affordable than gold and is known for its brightness, shine and luster, which makes it versatile for both casual and dressier jewelry. The downside is that silver is prone to tarnishing over time, requiring regular cleaning and maintenance. It is also softer than some other metals, so it’s susceptible to dents and scratches.
Platinum: Platinum is exceptionally durable and resistant to wear and tear, which makes it one of the most expensive metals. It has a naturally white color that doesn't fade or tarnish and is hypoallergenic, so it’s an excellent choice for those with sensitive skin. Platinum can develop a patina over time, which some people appreciate for its vintage look but may not appeal to those who like a high-gloss finish.
Titanium: Titanium is extremely lightweight, making it comfortable and affordable for everyday wear. It’s highly durable, hypoallergenic and resistant to corrosion. On the flip side, titanium is not as malleable as other metals, limiting its jewelry design possibilities.
Stainless steel: This metal is durable, corrosion-resistant and affordable. It has a modern and sleek appearance and doesn’t tarnish or fade. Overall, it has a starker, industrial look compared with traditional precious metals like gold or platinum.
Return Policy And Warranty
Jewelry is highly personal, so you want the flexibility to return anything that doesn’t suit you or your recipient. Check the store’s policies on shipping and returns, including resizing fees. Additionally, look for information on warranties and guarantees for the materials and craftsmanship. Reputable online jewelry retailers should provide clear and transparent policies for a stress-free shopping experience.
Transparency
Reputable online jewelry stores should provide a detailed breakdown of the materials they use. This ideally includes the origin of their gemstones (a.k.a. natural versus lab-grown), metal purity and independent certifications for larger stones (e.g., GIA, IGA).
Why Trust Forbes Vetted
The Forbes Vetted team has researched, written and published a wide catalog of in-depth shopping guides on fashion topics. To build our library of jewelry stories, we’ve vetted dozens of jewelry pieces and retailers by tapping experts, leaning on firsthand experience and evaluating materials, specs, customer reviews and overall value.
This article was written by former deputy editor Kari Molvar, who has over two decades of experience covering women’s fashion and accessories. She holds certificates in jewelry essentials from the Gemological Institute of America and the fundamentals of lab-grown diamonds from the International Gem Society.
In addition to Molvar, we relied on firsthand retailer recommendations from senior updates editor Karen Tietjen, deputy editor Jane Sung, lifestyle commerce editor Katherine Louie and fashion writer Molly Calhoun.
Sung reviewed this story; she oversees the fashion vertical and has reported on jewelry and lifestyle topics for over two decades.
This story was most recently updated in January 2026 by fashion updates writer Claire Epting. She has five years’ experience covering lifestyle topics and specializes in updating our jewelry stories. She has previously reported on the best places to buy diamonds and the best places to buy engagement rings for Forbes Vetted.
Frequently Asked Questions (FAQs)
All of the jewelry companies on this list have stellar reputations; however, after careful consideration, we named Mejuri as the overall best place to buy jewelry online. The brand offers a stunning selection of pieces at a wide variety of price points, so there’s truly something for every taste and budget.
Start with a reputable brand. This means its website should provide a comprehensive breakdown of the diamonds or gemstones used to create each piece, including information on whether they’re naturally sourced or lab-grown. For investment pieces made with precious metals and stones, we suggest sticking with well-known retailers that offer generous warranties.
Yes, Blue Nile is not only a reputable jeweler, but it’s also one of the most popular online jewelry stores today. Blue Nile is known for its impressive inventory of high-quality engagement rings and other stunning diamond pieces, offered at competitive prices.
Want to save this story for later?
No need to bookmark—get it straight to your inbox.
We added Catbird to our list as the best online jewelry store for gifting; we also highlighted standout takeaways on each jewelry store, as well as points to keep in mind.
