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.
You can shop for colored gemstones (like the best emeralds) and even fancy-colored diamonds as an alternative loose center stone.
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.
When it comes to the Best Places to Buy Jewelry Online, very few retailers 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. |
Many people have had a great shopping experience with Blue Nile, one of the best places to buy jewelry online for diamonds and fine accessories. They were the first online diamond retailer to launch and still maintain physical stores in nine states, including their most popular locations 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 that covers only factory defects. Services like prong retipping, rhodium plating for white gold, and clasp repairs aren’t included. While they remain one of the best places to buy jewelry online, I recommend visiting a trusted local jeweler for any necessary repairs — just keep in mind that doing so may void the manufacturer’s warranty.
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 :
The brand is widely known for offering ethical engagement rings and Beyond Conflict Free™ diamonds, giving shoppers full transparency about each stone’s origin.
Their website makes it simple to filter diamonds by cut, color, clarity, and carat, while viewing each stone in stunning 360° high-resolution images. For eco-conscious buyers, Brilliant Earth stands out as one of the Best Places to Buy Jewelry Online, especially for sustainable and ethical pieces.
Among the Best Places to Buy Jewelry Online, Brilliant Earth allows customers to 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.
With its intuitive Create Your Own Ring tool, it’s clear why Brilliant Earth continues to rank among the Best Places to Buy Jewelry Online, giving you the freedom to 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. |
Best Places to Buy Jewelry Online: Affordable & High-Quality Picks
Looking for stunning jewelry without breaking the bank? This video reveals the best places to buy jewelry online, featuring trusted retailers that combine style, quality, and affordability.
From engagement rings to everyday accessories, you’ll discover where to shop smart, get real value for your money, and find jewelry pieces that last.
Buying Jewelry Online FAQs
Which metal is best for fine jewelry?
The metal you choose for your jewelry depends on the piece, how often you wear it, and your lifestyle. For example, sterling silver isn’t ideal for engagement rings because it tarnishes and requires frequent upkeep.
Gold and platinum, which you’ll often find at the Best Places to Buy Jewelry Online, are more durable and better suited for everyday wear. Sterling silver can still be a lovely option for casual or occasional pieces, especially when bought from trusted retailers.
When exploring the Best Places to Buy Jewelry Online, always check the product details for metal purity and warranty information to ensure long-term quality.
Is buying jewelry online expensive or cheap?
Affordability is often the top priority for buyers, and the Best Places to Buy Jewelry Online make it easy to find both luxury and budget-friendly options. The price of jewelry depends on its materials, craftsmanship, and the brand’s reputation.
Handmade pieces can appear costly due to labor and time invested, while gold-plated or silver jewelry tends to be more affordable. Many shoppers choose the Best Places to Buy Jewelry Online because they provide transparent pricing and verified authenticity.
For those looking for unique and handmade designs, platforms like Etsy or Amazon are great choices, but for guaranteed quality, the Best Places to Buy Jewelry Online such as Blue Nile or Brilliant Earth offer better warranties and certifications.
Solid gold jewelry is typically more expensive, while gold-plated and sterling silver are affordable alternatives. If you’re looking for a balance between value and durability, stick with the Best Places to Buy Jewelry Online, where you can filter by price, metal type, and quality.
Other metals like stainless steel, titanium, and tungsten are even less expensive and available across many of the Best Places to Buy Jewelry Online, making them ideal for shoppers who value both quality and price.
In short, jewelry can be as affordable or as luxurious as you make it — the key is buying from the Best Places to Buy Jewelry Online that match your budget and standards.
How do you clean jewelry?
You might be surprised to learn that many of the Best Places to Buy Jewelry Online also provide cleaning kits and care guides. The safest way to clean your jewelry is with mild soap and water. Soak your piece for 15 minutes, or gently brush it with a soft toothbrush to remove dirt and buildup.
For gold and platinum rings, you can purchase professional cleaning solutions from the Best Places to Buy Jewelry Online or traditional jewelry stores. These retailers often offer eco-friendly cleaners and care products.
Let your jewelry soak for 15–20 minutes, then scrub gently and rinse thoroughly. For sterling silver, you can use commercial-grade cleaners, but always follow instructions carefully — strong chemicals can strip polish or plating.
When in doubt, the Best Places to Buy Jewelry Online have detailed cleaning tutorials and product recommendations that make maintenance easy and safe.
Even if your sterling silver tarnishes, a simple polishing cloth (available at the Best Places to Buy Jewelry Online) will restore its shine instantly.
