Looking for the best places to buy jewelry online?
In this comprehensive guide, you’ll discover everything you need to know before making a jewelry purchase online .
Top 5 Best Jewelry Retailers Online
James Allen (My Top Pick)
(Best Overall Diamond Jewelry Online)Blue Nile
(Best Loose Stone Jewelry Online)Whiteflash
(Best Cut Diamond Jewelry Online)Brilliant Earth
(Best Ethical & Sustainable Jewelry Online)Ritani
(Best Transparent Pricing & In-Store Diamond Preview)
1. James Allen :
James Allen comes in at #1 on many of our lists of the Best Places to Buy Jewelry Online thanks to its competitive diamond prices, low markups, and outstanding transparency.
The reason we made them #1 is because they have the widest selection of fine jewelry compared to any other retailer or shop on our list.The reason why they take this place is because they are the perfect place if you shop for fine jewelry collection options. They’re one of the best places for bridal jewelry, but fashion rings and other fashion jewelry, not so much.
They have many high quality options at affordable, budget friendly prices below $500. The bridal options allow you to pick your own diamond for your engagement ring.
They also have a section of various fine jewelry like gold hoops and bangles, but I think the customization and transparency of gemstones is where James Allen really shines. Very few retailers online will let you look at a colored center stone up close and personal.
Their fine jewelry collection is a bit lackluster, featuring pieces that cater to very specific tastes such as chokers, chunky cocktail rings, and other bold designs. However, they aren’t the best option for plain chain necklaces, as most styles include pendants of some sort. Still, their unique selection keeps them mentioned among the Best Places to Buy Jewelry Online for shoppers looking for statement pieces rather than classic everyday jewelry.
In the gemstone preview CLICK HERE you’ll find 4 loose emeralds ranging within 0.10 carat points and within $20 of each other. This is important because even though they’re all very similar, you need a crystal clear view to compare the subtle differences in color and clarity, especially when it comes to emeralds.
Can you spot the differences in the preview below?
Now, you see why it’s important to pick out your own colored gemstones.
One of the biggest and best things James Allen has over all of our other picks is their lifetime warranty.
James Allen, widely recognized as one of the Best Places to Buy Jewelry Online, offers a free lifetime warranty with every jewelry purchase — covering routine maintenance and professional care to keep your pieces looking brand-new for years. This warranty covers routine maintenance and professional care your piece may need over the years — an essential benefit for anyone investing in white gold jewelry or engagement rings online.
White gold rings naturally require rhodium plating about once a year to maintain their bright, lustrous finish. Many jewelers charge extra for this service, but James Allen includes rhodium plating and routine upkeep for free as part of their lifetime warranty. It’s a valuable perk that keeps your ring looking brand-new without additional long-term costs.
James Allen: Pros & Cons for Buying Jewelry Online :
| ✅ Pros | ⚠️ Cons |
|---|---|
| Free Lifetime Warranty — covers routine maintenance and keeps your jewelry looking brand-new for years. | Limited Fine Jewelry Selection — fewer ready-to-ship everyday pieces compared to some competitors. |
| Complimentary Ring Sizing for One Year — perfect if you need an adjustment after purchase. | Warranty Does Not Cover Lost Stones — loss or damage to stones in the setting isn’t included. |
| Lifetime Diamond Upgrade Program — trade in your diamond anytime for a larger or higher-quality stone. | |
| High-Resolution 360° Diamond View — inspect every stone online before you buy for complete confidence. |
2. Blue Nile
Many people have had a great shopping experience with Blue Nile. They are the first online diamond retailer to have existed, but still have physical stores in nine different states. Their most popular stores are in Los Angeles and New York City.
When it comes to fine jewelry, they have many options in both loose gems and preset gemstone jewelry.
The reason we ranked them #2 on our list of the Best Places to Buy Jewelry Online is that they offer the widest selection of fine jewelry compared to any other retailer or shop we reviewed. In our recommendation and rankings, Blue Nile usually ranks slightly lower when it comes to loose diamonds and engagement rings, but they still hold the #2 spot overall for fine jewelry thanks to their extensive variety and trusted reputation.
One of the best things I like is that their selection ranges from affordable jewelry to expensive jewelry.
They have just plain and minimalist sterling silver and gold chain options for jewelry, including the very affordable sterling silver. You can choose colored stone jewelry, which also includes pearl jewelry and fancy colored lab diamonds.
You can also shop for loose ruby, sapphire, and emeralds for customized engagement, pendants, and earrings. My personal favorite collection is the high-end Extraordinary Jewelry Collection, perfect for those who want lots of bang for their buck. The earrings and necklaces are so pretty.
The main thing Blue Nile is lacking is a nice warranty to back up their fantastic selection. Jewelry is made of natural metals that wear down over time, regardless of how hard you are on it, so having a decent warranty is critical.
This is especially true for wedding and engagement rings. Upkeep is a must and I just don’t love the warranty Blue Nile packs with their jewelry.
Read also: What is the best online store for diamond engagement rings?
Specifically, Blue Nile offers a manufacturer’s warranty, covering only factory defects. Prong retipping, rhodium plating white gold, and repairing clasps are not covered.
My best recommendation would be to get a jeweler at a local shop to do any repairs, but it will void the manufacturer’s warranty, just so you know.
Blue Nile — Pros & Cons Every Online Jewelry Shopper Should Know :
| ✅ Pros | ⚠️ Cons |
|---|---|
| Wide Price Range — from budget-friendly jewelry to premium diamonds, perfect for every shopper’s budget. | Manufacturer’s Warranty Is Limited — may not provide the same long-term protection as some competitors. |
| Extensive Jewelry Selection — thousands of engagement rings, wedding bands, and fine jewelry pieces available online. | |
| 24/7 Customer Support — dedicated live chat and phone assistance whenever you need help with your purchase. | |
| Loose Stones Available — choose your own certified diamond or gemstone to create a custom, one-of-a-kind piece. |
3. Whiteflash
Whiteflash is an online jeweler specializing in exceptional diamond brilliance. The cut of a diamond is what determines its overall sparkle, and Whiteflash has earned its reputation among the Best Places to Buy Jewelry Online for offering expertly crafted, high-quality diamonds.
Whiteflash has a patented collection of diamonds call A Cut Above, which feature the best cut diamonds they have to offer. They are super ideal, which is said to surpass the sparkle of ideal cut diamonds.
You can also view IdealScope and ASET imaging, which lets you see exactly how much light is being returned in a diamond viewed online.
Because of their high precision cuts and attention to detail, they earn a spot on our list. No other online retailer or shop on our list goes this in-depth into diamond aesthetic brilliance.
Because their diamonds tend to be more expensive than the others, they earn a lower spot. If affordable jewelry is your priority, you might be better suited for shopping at James Allen.
You also get a warranty when you buy jewelry online from Whiteflash. The warranty is limited, but it will cover routine maintenance for three years. Still, better a limited warranty for wear and tear than no warranty at all.
Whiteflash — Pros & Cons of This Premium Diamond Retailer :
| ✅ Pros | ⚠️ Cons |
|---|---|
| Precision-Cut Diamonds — expertly cut for maximum brilliance, fire, and sparkle, ensuring top-tier diamond quality. | Limited Fine Jewelry Selection — fewer ready-made diamond jewelry pieces compared to larger online retailers. |
| Comprehensive Maintenance Warranty — covers routine cleaning, prong tightening, and resizing to keep your diamond jewelry flawless. | Higher Price Point — premium craftsmanship and diamond quality make prices slightly higher than some competitors. |
| Flawless & Ideal Diamonds — offers top-grade diamonds with excellent cut, clarity, and light performance for the perfect sparkle. | Warranty Coverage Limitations — warranty may not fully cover stone replacement or accidental loss. |
4. Brilliant Earth :
For eco-conscious buyers, Brilliant Earth stands out as one of the Best Places to Buy Jewelry Online for sustainable and ethical pieces. You can choose recycled gold or platinum settings and explore a wide selection of lab-created diamonds — an increasingly popular option for those seeking affordable luxury with a lighter environmental impact. Their intuitive Create Your Own Ring tool lets you design a fully custom engagement ring, from selecting the perfect ethical diamond to choosing your band style and metal type.
Beyond engagement rings, Brilliant Earth offers a curated collection of fine jewelry and colored gemstones including sapphires, emeralds, and fancy-colored diamonds. Their detailed imaging and interactive 360° view help you compare stones up close before you buy. For shoppers who prefer to see pieces in person, they also have showrooms in major U.S. cities.
Brilliant Earth — Pros & Cons of Shopping Ethical & Sustainable Jewelry Online :
| ✅ Pros | ⚠️ Cons |
|---|---|
| Trusted Source for Ethical Engagement Rings — offers Beyond Conflict Free™ diamonds with full transparency on diamond origin and responsible sourcing. | Higher Pricing for Ethical Sourcing — prices may be slightly higher due to commitment to fair trade and sustainability. |
| Wide Selection of Sustainable Jewelry — choose from recycled gold & platinum settings and lab-created diamonds for eco-friendly engagement rings. | Limited Fashion Jewelry Options — fewer ready-to-ship fashion pieces compared to larger online jewelry retailers. |
| Easy Online Customization — design your own ring with the Create Your Own Ring tool to select diamond, setting, and metal effortlessly. | |
| Stunning 360° Diamond Imagery — view every diamond up close with ultra high-resolution 360° videos for confident online shopping. | |
| Excellent Customer Experience — free shipping, 30-day returns, and highly responsive support for a risk-free jewelry purchase. |
5. Ritani :
Ritani is an excellent choice for anyone looking to buy engagement rings online with full confidence and complete transparency
The brand is well-known for its ethical sourcing, customizable designs, and clear pricing model — making it easy for shoppers to understand exactly what they’re paying for. With its strong reputation for honesty, craftsmanship, and customer care, Ritani rightfully earns its place among the Best Places to Buy Jewelry Online for couples who value both trust and timeless quality.
Their website is user-friendly and packed with advanced filters so you can find the perfect diamond by price, carat, cut, color, and clarity — all while viewing each stone through true-to-life 360° high-definition videos and images.
One of Ritani’s most unique and customer-focused features is its “Preview In-Store” option. You can select a diamond online and have it shipped to a partner jewelry store near you to view in person before making a final decision.
This combines the convenience of buying from one of the Best Places to Buy Jewelry Online with the peace of mind that comes from seeing your diamond up close before you commit.
Ritani also offers fully custom engagement ring design with access to professional diamond experts who can guide you through choosing the ideal stone and setting. Every purchase is protected with a lifetime warranty for routine maintenance, plus a lifetime upgrade program — perfect for anyone planning to trade up their diamond in the future.
Their pricing is another big win. Thanks to Ritani’s Direct-to-Consumer model, they cut out unnecessary markups and even display the wholesale cost of each diamond alongside their margin, giving you unmatched transparency and value.
Ritani — Pros & Cons of Transparent Online Diamond Shopping :
| ✅ Pros | ⚠️ Cons |
|---|---|
| Full Price Transparency — perfect for anyone buying engagement rings online, with a clear wholesale cost breakdown and no hidden markups. | Preview In-Store Availability — the exclusive Preview In-Store option is mostly limited to North America. |
| Exclusive Preview In-Store — see and inspect your selected diamond at a local partner jeweler before committing to purchase. | Smaller Fashion Jewelry Range — fewer ready-to-ship fashion and fine jewelry options compared to some larger competitors. |
| Competitive Direct-to-Consumer Pricing — eliminates middlemen for excellent value on high-quality diamonds and engagement rings. | |
| High-Resolution 360° Diamond Videos — accurately view every diamond online with lifelike detail for confident buying. | |
| Lifetime Warranty & Free Maintenance — includes routine upkeep and an upgrade program if you want to trade up your diamond later. | |
| Expert Diamond Advisors — personalized support for custom ring design and choosing the perfect diamond. |
Buying Jewelry Online FAQs
Which metal is best for fine jewelry?
The metal you choose for your jewelry should depend entirely on which piece of jewelry, how often you’re wearing it, and your lifestyle. For example, sterling silver isn’t a great choice for an engagement ring because it tarnishes.
The upkeep for sterling silver is higher than it is for gold or platinum. It’s also less durable. That’s not something you really want in a sentimental engagement ring you’ll wear every day.
Is buying jewelry online expensive or cheap?
Affordable jewelry seems to always be priority number one for most buyers. The Affordable jewelry is often the number one priority for most buyers. The price of jewelry depends entirely on its materials, craftsmanship, and how it’s made.
Handmade pieces can sometimes feel expensive compared to their perceived quality, especially for shoppers who are used to buying jewelry from larger retailers. Beaded or hand-stitched items often cost more because of the time and skill involved rather than just the raw materials.
The cost of labor plays a major role in the price of handcrafted jewelry. Many of these unique pieces can be found on platforms like Etsy or Amazon, but shoppers looking for both affordability and reliability often turn to the Best Places to Buy Jewelry Online, where pricing is more transparent and backed by trusted retailers.
Solid gold jewelry almost always is going to be more expensive. Gold-plated jewelry has a much lower price tag. But it does eventually fade though and usually doesn’t carry a warranty, so it will have to be replaced over time. A lot of costume jewelry statement pieces are gold plated.
Sterling silver is a great option for those looking for affordable and good quality. Keep in mind the cost of diamonds and gemstones that might be in it. Other metals like stainless steel, titanium, and tungsten will be less expensive than precious metals.
How do you clean jewelry?
You might be surprised to find that the best way to clean jewelry is with a mild soap and water.
Either mix and soak jewelry in a solution of soap and water for 15 minutes, or you can rinse in water with a soapy bristled brush. A soft toothbrush works best for this. Scrub away any dirt in channels, grooves, and clean stones if applicable.
There are commercial gold jewelry cleaners you can buy online or from traditional jewelry stores for yellow gold, white gold, or rose gold rings. You can let your gold bands soak for 15–20 minutes, or gently swish them around in the cleaning basket.
Afterward, scrub with a soft brush, rinse thoroughly in clean water, and pat dry with a towel.When it comes to sterling silver rings, there are also commercial-grade silver cleaners available, but they’re extremely potent. These strong chemicals remove tarnish almost instantly after being dipped in the basket — so always handle them with care.
Many of the Best Places to Buy Jewelry Online also provide detailed care guides and safe cleaning products to help you maintain your jewelry’s shine for years to come.
The cleaner will also strip off any high polish finish. Some colored rhodium may come off in silver cleaner as well.
If your sterling silver does get tarnished, a simple polishing cloth will bring that shine right back.
Read also: Top-Rated Online Diamond Store
