3 Best Places to Buy Jewelry Online (Top Picks for 2023)

Last Updated on May 2, 2023 by Juli "Jewels" Church

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Top 3 Best Jewelry Retailers Online

  1. James Allen (My Top Pick) 
  2. Blue Nile (Best Loose Stone Jewelry Online)
  3. Whiteflash (Best Cut Diamond Jewelry Online)

1. James Allen

James Allen diamond inspection

James Allen comes in at #1 a lot on our retailers lists due to their cheapest diamond prices, low markups and transparency. But today, they ride shotgun at #2. 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.

Using their Build Your Own system, you also have the pleasure to customize your own diamond pendant or diamond stud earrings. Diamonds not your thing? No worries. 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. 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 with items for specific tastes such as chokers, chunky cocktail rings, and others. However, they aren't a great option for plain chain necklaces, as most have pendants of some sort. 

In the following video, there's 4 loose emeralds ranging within .10 carat points and within $20 of each other. This is important because even though they're all similar to each other, you need a crystal clear viewer to compare different colored gemstones, especially 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.

You get a free lifetime warranty with your jewelry purchase, which covers any routine maintenance your jewelry might need down the line. This is perfect for you white gold jewelry lovers.

White gold jewelry needs rhodium plating about once a year for rings and James Allen includes that with their warranty.


  • Lifetime warranty
  • Free sizing for a year
  • Lifetime upgrade
  • Clear 360° view


  • Not many choices in fine jewelry 
  • Does not cover loss of stones in settings

2. Blue Nile

blue nile homepage

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 that we made them #1 on our list is because they have the widest selection of fine jewelry compared to any other retailer or shop on our list. Blue Nile usually comes in lower when it comes to loose diamonds and engagement rings, but they come in number #1 when it comes to fine jewelry. 

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.


  • Range of prices
  • Wide Selection
  • 24/7 Customer Service
  • Loose stones


  • Manufacturer's warranty isn't the best

3. Whiteflash

White Flash Diamond Jewelry

Whiteflash is an online jeweler that specializes in diamond brilliance. The cut of a diamond is what determines its overall brilliance. 

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. 

White Flash ideal cut diamonds
Whiteflash diamond ASET imaging

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. 


  • Precision cut diamonds for best brilliance
  • Warranty covers maintenance
  • Carries flawless diamonds


  • Not many choices in diamond fine jewelry 
  • More expensive
  • Limited warranty

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 price of jewelry depends entirely upon its materials, quality, and the way it was made.

Handmade jewelry can seem more expensive for cheaper quality to some who are used to buying jewelry. Beaded and hand-stitched items exceed the cost of their simple materials.

The cost of labor most often contributes to the price of handcrafted items. A lot of handmade jewelry can be found in places like Etsy or Amazon. 

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 in a conventional shop for yellow gold, white gold, or rose gold rings. You can either let your gold bands sit in it for 15-20 mins, or you can swish it around in the little basket. Scrub with the soft brush, rinse in clean water, and pat dry with a towel. 

Lastly, for sterling silver rings, they do have a commercial-grade silver cleaner, but it's really potent. Meaning, the chemicals are very strong that they will remove any tarnish almost instantaneously after being swished around in the basket.

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. 

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