Looking for the best places to buy jewelry online but don’t know where to start?
You’re not alone — the online jewelry world is massive, and choosing a trustworthy store can feel overwhelming. Between diamond quality, certification, pricing, return policies, and customer service, there’s a lot to consider before clicking “Add to Cart.”
In this comprehensive guide, you’ll discover everything you need to know before buying jewelry online — from how to compare prices and evaluate diamond quality, to the safest websites trusted by millions.
Whether you’re shopping for an engagement ring, a gold necklace, or a lab-grown diamond bracelet, this guide will help you shop confidently and avoid common mistakes.
Ready to find a piece you love — at a price that actually makes sense?
Let’s dive in.
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 best place to buy jewelry online thanks to its low markups, competitive diamond prices, and exceptional transparency. They also offer one of the largest selections of fine jewelry and loose diamonds on the internet.
They’re especially strong in bridal jewelry — engagement rings, wedding bands, and customizable designs where you can choose your own diamond in 360° HD. Their fashion jewelry selection is more limited, but their high-quality pieces under $500 make them a great budget-friendly option.
If you’re shopping for diamonds or an engagement ring, James Allen is one of the most trustworthy and value-packed retailers online.
You can shop for colored gemstones (like the best emeralds) and even fancy-colored diamonds as an alternative loose center stone.
They also offer a range of fine jewelry, including gold hoops and bangles, but James Allen truly stands out for its gemstone customization and 360° transparency. Few online jewelers let you inspect a colored center stone up close with this level of detail — which is why they remain one of the Best Places to Buy Jewelry Online for gemstone lovers.
Their everyday fine jewelry collection is more limited, focusing on niche styles like chokers, chunky cocktail rings, and bold statement pieces. They’re not the best option for simple chain necklaces, as most designs include a pendant.
Still, their unique selection makes them a strong choice for shoppers who want statement jewelry rather than classic basics.
In their gemstone viewer, for example, you might see four loose emeralds within the same 0.10-carat range and only $20 apart. Even though they look similar on paper, the 360° preview lets you compare the subtle differences in color, clarity, and saturation — which is crucial when buying emeralds online.
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—includes a free lifetime warranty with every purchase. It covers routine maintenance and professional cleaning, helping your jewelry stay 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, Blue Nile offers one of the widest selections of any retailer on our list — which is why they earn the #2 spot overall. They provide everything from loose gemstones and preset gemstone jewelry to pearls, fancy-colored lab diamonds, and classic gold or sterling silver chains.
While they rank slightly lower for loose diamonds and engagement rings compared to James Allen, they shine in overall jewelry variety. Their assortment ranges from affordable everyday pieces to high-end luxury designs, making them a great option no matter your budget.
If you’re looking for a broad range of fine jewelry — from minimalist chains to colorful gemstone pieces — Blue Nile is a dependable and well-rounded choice.
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 drawback with Blue Nile is their limited warranty. Even with their impressive selection, the lack of strong long-term coverage is a noticeable gap. Jewelry made from natural metals will inevitably show wear over time, which makes a solid warranty especially important — particularly for engagement rings and wedding bands that need regular upkeep.
Blue Nile’s warranty simply isn’t as comprehensive as we’d like, and it’s one of the few areas where they fall short compared to competitors.
Read also: What is the best online store for diamond engagement rings?
Blue Nile only provides a manufacturer’s warranty, which covers factory defects but not routine services like prong retipping, rhodium plating for white gold, or clasp repairs. They’re still one of the best places to buy jewelry online, but for maintenance, you’ll likely need to use a trusted local jeweler. Just keep in mind that outside repairs may void the manufacturer’s warranty, so proceed carefully.
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 best metal depends on the piece, how often you’ll wear it, and your lifestyle.
For example, sterling silver isn’t ideal for engagement rings because it tarnishes quickly and needs frequent upkeep.
Gold and platinum — commonly found at the Best Places to Buy Jewelry Online — are far more durable and suitable for everyday wear. Sterling silver can still be a beautiful and affordable choice for occasional or casual jewelry, as long as you buy from reputable retailers.
Whenever you shop online, check the metal purity, care instructions, and warranty details to ensure long-term quality.
Is buying jewelry online expensive or cheap?
It can be either — it all depends on the materials, craftsmanship, and brand.
The Best Places to Buy Jewelry Online offer everything from luxury fine jewelry to budget-friendly pieces, with filters for price, metal type, and gemstone quality.
Here’s what typically affects pricing:
Solid gold and platinum = higher price
Gold-plated and sterling silver = more affordable
Handmade pieces = cost more due to labor
Stainless steel, titanium, and tungsten = durable and very budget-friendly
Stores like Blue Nile and Brilliant Earth offer certified quality and transparent pricing. Platforms like Etsy and Amazon are great for unique or handmade designs but vary in quality and warranty support.
In short: jewelry can be as affordable or as luxurious as you choose — just buy from the Best Places to Buy Jewelry Online that match your budget and standards.
How do you clean jewelry?
Many of the Best Places to Buy Jewelry Online also sell cleaning kits and provide care guides, but a simple at-home method works for most pieces:
Mix mild soap with warm water.
Soak the jewelry for 15–20 minutes.
Brush gently with a soft toothbrush.
Rinse and pat dry.
For gold and platinum, you can also use professional cleaning solutions from trusted online retailers or jewelry stores. For sterling silver, commercial silver cleaners are effective — just follow the instructions carefully to avoid damaging any plating.
If your silver tarnishes, a basic polishing cloth (available from most of the Best Places to Buy Jewelry Online) will restore the shine instantly.
