Use code FREEGIFT to get free 1/4 ct. lab studs on orders over $500 atBrilliant Earth.
Diamond jewelry isn’t exactly an impulse buy, so it’s important to weigh your options carefully. As a fashion writer and regular contributor to Forbes Vetted’s jewelry stories, I researched popular retailers and sought out staff favorites to find the 14 best places to buy diamonds online. My top overall pick is Brilliant Earth due to its impressive variety of diamond jewelry and multitude of customization options. To further ensure brand quality and trustworthiness, I also tapped diamond expert Kari Molvar, who holds a certificate in jewelry essentials from the Gemological Institute of America (GIA).
I landed on the best places to buy diamonds—these retailers make it easy to find exactly what you're looking for, from sparkling engagement rings to everyday pieces.
Use code FREEGIFT to get free 1/4 ct. lab studs on orders over $500 at Brilliant Earth.
Price range: $800 to $100,000 | Shipping and returns: Free shipping and 30-day returns | Warranty: Lifetime warranty | White-glove services: Lifetime diamond upgrade
What you’ll love:
Customization options for multiple types of jewelry
High-quality lab-grown and natural stones
Generous warranty and lifetime diamond upgrade program
Keep in mind:
Limited selection of pieces under $200
Molvar named Brilliant Earth as the best place to buy diamonds in our roundup of the best online jewelry stores, praising its transparency, sustainability and outstanding assortment of stunning diamond pieces. The San Francisco-based company specializes in high-quality natural and lab-grown diamond jewelry that feels modern, yet timeless. Customization isn’t just reserved for engagement rings or wedding bands; you can also design your own earrings or necklace.
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Blue Nile: High-Quality Stones In Elegant Settings
Blue Nile
Blue Nile Petite Solitaire Engagement Ring
Price range: $250 to $40,000 | Shipping and returns: Free shipping, 30-day returns | Warranty: Lifetime manufacturer warranty | White-glove services: Appraisal and diamond rating report, virtual advisors
What you’ll love:
Diamond price match program
Generous warranty and lifetime diamond upgrade program
Top-notch customer service
Keep in mind:
Wealth of options can be overwhelming
Blue Nile earned the top spot on my list of the best places to buy engagement rings for several reasons: The brand offers impeccable customer service and a beautiful array of natural and lab-grown diamonds. There are plenty of customization options for those who wish to go that route, as well as a healthy selection of ready-to-ship rings. Blue Nile also stands out for its diamond upgrade program, which allows you to swap out your diamond at any time for a credit that can be used toward the purchase of a higher-quality one.
James Allen: Build Your Own Custom Ring
James Allen
James Allen Flush Fit Pavé Wedding Ring
Price range: $250 to $29,000 | Shipping and returns: Free shipping and 30-day returns | Warranty: Lifetime warranty | White-glove services: Virtual advisors, financing
What you’ll love:
Extensive customization options
Wide selection of lab-grown and natural diamonds
Interactive, 360-degree preview feature
Keep in mind:
International return shipping incurs an additional fee
If customizing your engagement or wedding ring is of the utmost importance, James Allen is my recommendation. All you have to do is select your center stone; then, you can reach out to a customer service representative who will guide you through all the details. You’ll then be able to see a three-dimensional rendering of your ring before finalizing your order. If you prefer a pre-set style, James Allen has plenty to pick from, including both natural and lab-grown options.
Zales: Endless Styles From A Trusted Brand
Zales
Vera Wang Love Collection Oval Twist Engagement Ring
Price range: $1,000 to $49,000 | Shipping and returns: Free shipping, free 30-day returns | Warranty: Lifetime warranty | White-glove services: Fine jewelry repairs, free cleaning and inspection, gold and platinum exchange program
What you’ll love:
Wide array of options for every budget and taste
Frequent site promotions
Lifetime complimentary cleaning and inspection
Keep in mind:
Thousands of options can be daunting at first
Zales is an established name in the jewelry business, and its website is as easy to shop as any one of its brick-and-mortar locations: It offers an exhaustive amount of options for every budget and preference. While the initial number of ring choices may be daunting, you can narrow them down using the site’s filters for price, cut, setting and more. The site frequently runs online promotions, which can help you find a good deal.
Best For Lab-Grown Diamond Jewelry
Vrai: Sustainable And Style-Forward
Vrai
Vrai Solitaire Necklace
Price range: $148 to $67,000+ | Shipping and returns: $10 standard shipping, free 30-day returns | Warranty: Lifetime warranty | White-glove services: Free resizing, cleaning, polishing, virtual appointments with a diamond expert
What you’ll love:
Sustainable, carbon-neutral business practices
Fair prices, thanks to in-house production
Thoughtfully designed styles for men and women
Keep in mind:
This site does not offer natural diamond jewelry
Shipping isn’t free
Vrai has been around since 2014, and its Pacific Northwest-based foundry has been carbon neutral-certified since 2017. Its diamonds are made using an entirely hydro-powered production process, which eliminates carbon emissions. Since Vrai produces its diamonds in-house—there’s no middleman—its prices are incredibly fair. In addition to engagement rings, the brand also has a gorgeous selection of necklaces, bracelets and earrings, including a thoughtfully curated collection for men.
Grown Brilliance: Eco-Friendly Diamonds Paired With Recycled Metals
Grown Brilliance
Grown Brilliance Round Halo Stud Earrings
Price range: $300 to $135,000 | Shipping and returns: Free shipping, free 30-day returns | Warranty: Lifetime manufacturing warranty | White-glove services: Live agent customer support, financing options
What you’ll love:
Brand uses 96% recycled gold in its pieces
Truly Custom engagement ring program
Keep in mind:
This site does not offer natural diamond jewelry
Not only does Grown Brilliance use exclusively lab-grown diamonds in its jewelry, it further commits to sustainability by using 96% recycled gold in its settings. The brand also excels in engagement ring customization: Through its Truly Custom program, you can have a team of craftspeople bring your vision to life based on a sketch or photo. Beyond engagement rings, you’ll find a tasteful assortment of earrings, bracelets and necklaces, which range from subtle to statement-making.
Clean Origin: Responsible Supply Chain
Clean Origin
Clean Origin Delicate Halo Diamond Pendant
Price range: $225 to $169,235 | Shipping and returns: Free shipping and 100-day returns | Warranty: Lifetime manufacturing warranty | White-glove services: Complimentary ring resizing within 60 days
What you’ll love:
Easy ring customization process
Generous return window
Ethical business practices
Keep in mind:
Site does not offer natural diamond jewelry
Clean Origin was co-founded by a third-generation diamond jeweler in 2017; the brand’s focus is on producing diamonds in an environmentally conscious, ethical way. All of its pieces use high-quality lab-grown diamonds, from its sparkling engagement rings to its dazzling tennis necklaces. For those particularly looking for a ring, the site makes the customization process easy. Meanwhile, those looking at gifts will appreciate the ability to shop by price range and occasion.
Best For Affordable Diamond Jewelry
Mejuri: Artful Pieces At Great Prices
Mejuri
Mejuri Bezel Lab Grown Zig-Zag Ring
Price range: $78 to $8,900 | Shipping and returns: Free shipping above $75, free 30-day returns | Warranty: 2-year warranty | White-glove services: In-store and virtual styling appointments
What you’ll love:
Modern, minimalist options
Gold pieces made with 94% recycled materials
Wide variety of options under $500
Keep in mind:
Mejuri’s warranty only lasts for two years
Shipping is only free on orders above $75
If you want diamond jewelry that’s unique, tasteful and affordable, Mejuri fits the bill. Its natural diamond and lab-grown diamond options are responsibly sourced, made with 14k gold that consists of 94% recycled materials. At Mejuri, the jewelry is on the minimalist side—think elegant, versatile pieces that go with everything in your closet. The direct-to-consumer brand carries everything from wedding bands to pendants, with a wide variety of pieces in the below-$500 range.
Quince: High-Quality Essentials
Quince
Quince 14K Gold Baguette Diamond Studs
Price range: $70 to $3,600 | Shipping and returns: Free shipping, free 365-day returns | Warranty: Limited lifetime warranty | White-glove services: Financing available
What you’ll love:
Pieces are set in recycled gold
Curated selection of everyday pieces
Reasonable, transparent pricing
Keep in mind:
Quince’s styles are on the daintier side; you won’t find many bold statement pieces
Quince first launched in 2018 as a clothing brand, but has quickly grown to include a tasteful collection of diamond jewelry at very attainable prices. The jewelry is made with ethically produced natural diamonds as well as lab-grown diamonds, set in recycled 14k gold. Like the baguette studs featured above, most pieces skew dainty and subtle—you won’t find many bold statement pieces here.
Best For Everyday Diamond Jewelry
Stone And Strand: Whimsical, Understated Styles
Stone And Strand
Stone And Strand Lab-Created Diamond Jubilee Necklace
Price range: $98 to $5,820 | Shipping and returns: Free shipping, 100-day returns | Warranty: 5-year product warranty | White-glove services: Engraving on select pieces
What you’ll love:
Natural and lab-grown options available
Select pieces can be engraved
Keep in mind:
Extended 10-year warranty incurs an additional fee
For those who are looking to flesh out their collection of everyday jewelry, Stone And Strand is a treasure trove. Its fairly priced pieces—made from either conflict-free natural diamonds or lab-created diamonds—are perfect for pairing with work outfits or casual weekend wear. With certain pieces, like the Diamond Orbit Bracelet, you have the option to add customized engraving.
Catbird: Delicate Jewelry You'll Never Want To Take Off
Catbird
Catbird Diamond Fizz Bracelet
Price range: $112 to $15,500 | Shipping and returns: $6 standard shipping, $6 10-day returns | Warranty: 2-year warranty | White-glove services: Virtual styling and shopping service
What you’ll love:
Delicate pieces you can wear every day
Gold pieces made with 100% recycled materials
Keep in mind:
Catbird’s warranty only lasts for two years
Returns aren’t free
Brooklyn-based Catbird is an editor favorite for delicate jewelry that makes an impression without calling too much attention to itself. You’ll find everything from responsibly sourced natural diamonds to recycled diamonds to lab-grown diamonds, placed in 100% recycled solid gold or platinum settings. Its popular Diamond Fizz bracelet features a 1.7mm round brilliant cut recycled white diamond, which adds just a hint of sparkle to your everyday routine.
Best For Diamond Jewelry Gifts
Kendra Scott: Fashionable Pieces For Every Taste
Kendra Scott
Kendra Scott Lee Open Frame Earrings
Price range: $120 to $4,000 | Shipping and returns: Free shipping on fine jewelry, free 30-day returns | Warranty: 1-year product warranty | White-glove services: Fine jewelry repairs, birthday discount
What you’ll love:
Customizable initial and birthstone jewelry
Dozens of under-$100 picks as well as fine jewelry
Keep in mind:
Shorter product warranty than other retailers
If you have a pretty good idea of your recipient’s personal taste, Kendra Scott is a popular destination for gifts—there’s truly something for everyone. It’s easy to filter through the site’s collection of fine jewelry, which includes pieces made with natural diamonds and lab-grown diamonds. From understated pendants to eye-catching earrings, there are plenty of options at prices that won’t break the bank.
David Yurman: Precious Pieces They'll Keep Forever
David Yurman
David Yurman Buckle Bracelet in 18K Yellow Gold With Pavé Diamonds
Price range: $260 to $30,000 | Shipping and returns: Free shipping and returns | Warranty: Insurance through Jewelers Mutual | White-glove services: Jewelry repair services
What you’ll love:
Classic investment pieces
GIA-certified, conflict-free diamonds
Keep in mind:
Warranty isn’t as straightforward as other retailers
Since 1980, David Yurman has built its stellar reputation on its timeless, carefully crafted jewelry pieces. Its bracelets, necklaces, earrings and rings are certainly an investment, but the quality is apparent. All of David Yurman’s diamond jewelry is made with GIA-certified, conflict-free stones. There are plenty of gift-worthy pieces that are on the subtler side, like the equestrian-inspired bracelet above, as well as bolder, more intricate styles.
Tiffany & Co.: Iconic Pieces Backed By A Lifetime Warranty
MOST POPULAR
Tiffany & Co.
Tiffany T Smile Pendant
Price range: $425 to $485,000 | Shipping and returns: Free standard shipping and 30-day returns | Warranty: Lifetime warranty | White-glove services: Jewelry repair services, personalization, complimentary ring cleaning
What you’ll love:
Tasteful, sophisticated investment pieces
Orders arrive in an elegant blue box
Keep in mind:
The site does not offer lab-grown diamond pieces
Originally founded in 1837, Tiffany & Co. has been a long-standing player in the diamond jewelry game. With free shipping on all orders, you can gift your special someone (or yourself) with that legendary little blue box without leaving your home. The brand’s stunning diamond selections range from delicate pendants to statement-making bangles, all backed by Tiffany & Co.’s lifetime warranty, which includes complimentary repairs and cleaning.
How We Chose The Best Places To Buy Diamonds
Our methodology combined in-depth research with expert editorial evaluation, focusing on solid design, customer-first policies and overall value.
Research And Vetting
Our process began with author Claire Epting researching over a dozen top diamond companies. She evaluated each retailer on a comprehensive range of criteria, including:
Quality and sourcing: The overall quality and sourcing transparency of the diamonds.
Website experience: How easy it was to navigate the website and use customization features.
Style and selection: The range of styles offered for both engagement and fine jewelry.
Customer service: Official shipping and return policies, customer service ratings, and the availability of "white-glove" services like free cleaning, inspections, repairs, and appraisals.
Pricing and value: We ensured our list included options for a wide range of budgets, from wallet-friendly retailers like Mejuri to luxury offerings from David Yurman.
Expert Review
Finally, the list was reviewed by former deputy editor and certified jewelry expert Kari Molvar. She edited the final selections to our 14 top recommendations and verified that each winning retailer possessed the qualities to fit their respective superlatives.
What To Consider In The Best Places To Buy Diamonds
When shopping for the best place to buy diamond jewelry—especially online—consider the following factors to determine which retailer is the best fit for your needs.
Stone Setting And Variety
A good diamond retailer offers a wide range of stone and setting options, with full transparency regarding how the diamond was sourced and whether it’s naturally mined or lab-grown. While some retailers specialize in lab-grown diamonds, a majority of diamond companies offer both natural and lab-grown options.
Customization Options
If creating a bespoke piece of jewelry—particularly an engagement ring—is important to you, look for a retailer that allows you to pick out everything from stone shape to setting design. Brilliant Earth, Blue Nile and James Allen are three companies that particularly stand out with their engagement ring and pendant customization offerings.
White-Glove Services
Many retailers include white-glove services with every purchase. Whether you’re buying a piece for yourself or for a loved one, these complimentary services add value to your investment. While they differ from company to company, common white-glove services include complimentary ring polishing and resizing, fine jewelry repairs and virtual styling appointments with a diamond expert.
The Four Cs
Both natural and lab-grown diamonds are graded using the well-established 4 Cs criteria: Carat, Color, Clarity and Cut. These certifications provide valuable information about the diamond's characteristics and quality. Here’s a brief breakdown of each.
Carat: A diamond’s weight is measured in carats—1 carat equals 200mg. Because carats are used to determine a diamond’s heaviness, not its size, two stones with equal carat weight can look quite different depending on their cut and shape.
Color: When it comes to color grading, it’s actually the absence of color that indicates a diamond is of the highest quality. The rarest diamonds are completely colorless, while a lower-quality diamond will have a higher level of color saturation. Like with natural diamonds, certain elements can influence the final color of lab-grown diamonds.
Clarity: To assess clarity, gemologists examine how many inclusions, or internal characteristics, a diamond has. They also take note of any external blemishes. Some inclusions are so microscopic that they’re undetectable to the naked eye, while others are more noticeable.
Cut: The cut of the diamond is the main factor in how the stone interacts with light, giving it that recognizable sparkle. While carat, color and clarity are formed during the diamond’s growth process, this characteristic is all dependent on the work of the diamond cutter. A high-quality diamond is cut in a way that allows for maximum brilliance.
Why Trust Forbes Vetted
The Forbes Vetted team has published dozens of fashion stories, including numerous articles on jewelry topics and, specifically, diamonds.
Fashion writer and author of this piece, Claire Epting, has five years of experience covering lifestyle topics. She specializes in updating Forbes Vetted’s library of jewelry content and has previously reported on the best jewelry brands.
This story was reviewed by deputy editor Jane Sung, who oversees the fashion vertical. She has over two decades of experience covering women’s jewelry and accessories.
I selected Brilliant Earth as the best place to buy diamonds overall: It offers a wide range of classic and modern jewelry, made from your choice of sustainable lab-grown diamonds or ethically sourced natural diamonds. However, there are several other retailers on this list worth considering, depending on your needs and budget.
Yes, lab-grown diamonds are real—as real as naturally formed diamonds. Natural diamonds are mined from the earth, while lab-grown diamonds are created in a controlled setting using either the high-pressure-high-temperature process or chemical vapor deposition. Both stones are visually and chemically identical; only a trained gemologist with specialized equipment is able to tell the difference.
Buying diamonds online tends to be the most affordable way to buy diamonds. Not only do prices tend to be lower than at brick-and-mortar stores, but the vast selection you find online lets you shop around at competitors. However, if you value in-person assistance and prefer to see each piece of jewelry up close, shopping for diamonds in a store might be the better option for you. I named Mejuri the top pick for affordability, with Quince being another cost-effective option.
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