Where To Shop For The Best Diamond Jewelry Online


Shopping for diamonds online can be complicated. Not only are you searching for a piece you or a loved one will find beautiful and wear for years to come, but you want to be entirely confident that what you’re buying is authentic and will arrive safely. Fine jewelry is no small purchase and you deserve to have peace of mind and feel 100% secure buying something of such high value and personal significance.

Thankfully, many fine-jewelry retailers have made shopping for diamond jewelry online a safe and streamlined process. These sites offer detailed information on where their gemstones and other materials come from, comprehensive valuation reports, and shopping consultations by phone or video if you want human help.

Whether you have something specific in mind or want inspiration, the list below covers the 17 best places to buy diamond jewelry online. It touches on just about every category you could think of, from lab-grown diamond specialists to artisans working with responsibly sourced gems, classic jewelry houses to boutique designers, big splurges to dainty, everyday gems. Keep reading to learn why we like—and trust—these retailers for quality, authentic diamond jewelry online.

Best For Affordable Diamond Jewelry Online

Like pretty much every other product, fine jewelry has gotten the direct-to-consumer treatment. With a fine-tuned supply chain and a direct line to customers via social media, these companies are able to skip the traditional retail markup, meaning quality jewelry for a fraction of the price.

Mejuri: Everyday Fine Jewelry

This popular direct-to-consumer brand is known, in part, for its majority female customer base. In the past, women’s fine jewelry has mostly been purchased by men as gifts, but with on-trend styles and affordable pricing, Mejuri makes the case for “everyday” fine jewelry and self-gifting. Prices start around $75 for a single stud earring and top off around $2,000 for an engagement ring.

Stone And Strand: Modern Pieces Minus The Markup

Stone and Strand offers classics like diamond eternity bands and stud earrings, but what sets this direct-to-consumer brand apart are its more whimsical designs, like this diamond-studded wishbone necklace or knotted ring. Stone and Strand caters to an audience shopping for everyday fine jewelry, which it makes more affordable by skipping the retail markup. Prices range from $65 for a “teeny” diamond stud to $4,100 for a four carat diamond necklace.

The Last Line: Fine Jewelry That’s Fun

This LA-based brand has all the colorful gems and statement silhouettes for those who find the minimalist styles that dominate most “cool” jewelry brands a bit bland. After two decades of designing jewelry for celebrity lines and luxury houses, designer Shelley Sanders wanted to create a collection where she could make fine jewelry fun, and founded The Last Line with her husband. Prices start around $200 for diamond huggie earrings and go up to $8,000 for collar tennis necklaces.

Noémie: Transparent Prices

Noémi wants to simplify the process of buying fine jewelry by offering beautiful, high-quality pieces for fair prices. On their website, the L.A.-based, direct-to-consumer brand lists what you would pay if you were to shop the traditional retail route for each piece. On average, Noémie customers save about 60% on everything from custom name necklaces to engagement rings, which range from $470 for huggie earrings to $1,540 for a diamond compass necklace. That might seem high but it’s far less than what you’ll find at a high-end department store, and the brand also offers free shipping and returns.

Best For Traditional Diamond Jewelry

For traditional diamond jewelry pieces like stud earrings, pendant necklaces, or tennis bracelets, the web is your oyster. After browsing dozens of fine jewelry shops online, the following stand out for their breadth of selection, range of price points and reliable retailer reputation.

David Yurman: Keep-Forever Classics

Before he became an international jewelry superstar, David Yurman was a talented sculptor and artist, which shows through in the geometric shapes of his collections. The brand is most-known for its signature Cable Classic bracelets, adorned with a variety of precious stones, as well as chunky, twisted earrings, pendants and rings wrought from high-quality materials. Most pieces fall in the $1,500 to $3,000 range but for larger diamonds expect to pay above $5,000.

Charles & Colvard: Simply Beautiful Basics

North Carolina-based Charles & Colvard specializes in lab-created gems, all set in responsibly-sourced precious metals. The brand only works with Caydia diamonds of VS1 quality, which are sought out for their high polish and symmetry. A team of designers then turns these stones into a range of traditional jewelry—solitaire earrings, pendant necklaces, cuff bracelets—at affordable prices that start at less than $350.

Allurez: Perfect For All Occasions

Allurez was founded in 2010 with a focus on diamond and gemstone jewelry made locally in the U.S. rather than elsewhere in the world, where the quality can fluctuate. In addition to engagement rings, the company offers diamond jewelry (necklaces, everyday rings, earrings) made with conflict-free stones as well as lab-created moissanite, which is more affordable, on a per-carat basis compared to natural diamonds. While there are certainly modern styles here, the classics—such as this cross pendant—are the most popular.

Blue Nile: Elegant For Everyday

Blue Nile was one of the first fine jewelry retailers to embrace the web as a viable selling platform way back in 1999. Its selection of ready-to-ship  includes traditional earrings, necklaces, bracelets, and rings as well as some more modern classics like rose gold diamond bar studs. Prices start around $200 for stud earrings and climb into the six figure range for certain engagement rings.

Best For Lab Grown Diamonds

The popularity of lab-grown diamonds has skyrocketed in the last few years. Not to be confused with “diamond simulates,” like cubic zirconia, which look similar to diamonds but are not true carbon crystals, these are “real” diamonds, cultivated from the carbon seeds of pre-existing diamonds in a lab setting, which lessens their environmental impact.

Clean Origin: Responsible Supply Chain

Clean Origin wants to do away with the destructive mining and unsafe practices in the diamond industry by only sourcing lab-grown diamonds. All of the stones meet super strict standards of quality in terms of cut, color, clarity, and carat, so they are flawless to the naked eye. In addition to engagement and wedding styles, you’ll find everyday jewelry—studs, drop pendants, slim bracelets—for about $500 to $1,500.

Vrai: Stylish And Sustainable

Vrai exclusively uses lab grown diamonds from its own foundry, meaning there is truly no middleman between the stone’s source and its setting. The diamonds are grown sustainably in America with an entirely hydropowered production process, meaning no carbon emissions. In addition to classics like studs and tennis bracelets, Vrai offers a wide range of contemporary styles like signet rings and statement earrings. Prices range from under $100 for single stud earrings to just under $10,000 for an eight carat tennis bracelet.

Brilliant Earth: Customized Options

Brilliant Earth offers both natural diamonds and lab grown diamonds, with an emphasis on responsible sourcing from gemstones to precious metals to packaging. The selection of ready-to-ship styles is huge and covers all the basics: stud earrings, pendant necklaces, tennis bracelets, and so on. Prices start around $300 for a pair of 1/4 carat studs and tops out around $40k for a 27 carat tennis bracelet. You can also create your own lab diamond earrings or a lab diamond ring on the site.

Best For Independent Designers And Vintage

When you’re looking for something beyond the basic stud earring or pendant necklace, turn to independent designers. There are so many talented, inventive people and small workshops making interesting, original jewelry. Treat yourself by having a look.

Catbird: Quirky Cool

Catbird began as a little storefront in Brooklyn that became popular locally for its ultra-dainty jewelry with names like the threadbare ring and sweet nothing choker. In addition to its own Catbird Jewelry, the boutique stocks independent jewelry lines like Blanca Monrós Gómez, Jennie Kwon, and Wwake. For diamond jewelry, prices range from around $100 for a single stud to around $10,000 for engagement rings.

1stDibs: Rare Finds Worth Coveting

18kt White Gold Dangling Earrings with White Diamonds and Blue Topaz Drops

For authenticated antique online, there’s no match for 1stDibs. The company works with a trusted network of top vintage and contemporary sellers across the world to source pieces you really won’t see anywhere else, like a 1920s Cartier engagement ring or a Victorian era bracelet. The selection is enormous and the price range is broad—at the low end are diamond studs for $100 and at the high end are $4.5 million engagement rings so blinding you may need to turn down your computer brightness. Everything is thoroughly vetted and all purchases include buyer protection for a seamless shopping experience.

Aurate: Minimalist Chic

New York City-based Aurate sources diamonds, pearls and other precious gems from family-run establishments and the majority of its pieces are wrought from 100% recycled gold. To minimize costs, Aurate produces pieces on a made-to-order basis so you don’t pay for extra inventory. Expect to find elegant, refined basics, such as this diamond infinity necklace for a reasonable price, along with mini stackable diamond rings for $160 and diamond slider eternity necklaces for $5,500.

Best For Engagement And Wedding Rings

With Clarity: Trusted Elegance

With Clarity aims to marry (so to speak) the best of online and in-person shopping to create engagement and wedding rings as well as everyday diamond jewelry. The emphasis is on transparency, convenience, and high quality without the markup; prices start at about $1,000 for pre-set engagement rings and go up from there with options you can customize. The brand also offers a lifetime warranty against manufacturing defects, will replace any diamonds under 0.10ct carat weight that are broken or lost during everyday wear, and accepts for any reason within 30 days.

Gemist: Design Your Own

Gemist is like having a custom jeweler at your fingertips. The site offers the option to completely customize and build your own pieces, which you can do on your own with the help of a pro stylist. For rings, you pick the style, stones and metal, and from there, the final ring is made to order and manufactured in Los Angeles. Orders are sent out within 10 to 14 business days and shipping (and returns) are free, too.

Kinn: Modern Heirlooms

Kinn is all about circular jewelry—pieces that are meant to be kept and handed down. With their Repurpose Project, they recycle the metals and stones from your heirloom and inherited jewelry to create entirely new and custom pieces. For everything else, the brand only works with conflict-free and fair trade materials. The prices are extremely transparent as well, starting at $380 for a round diamond bracelet to $5,800 for a signet ring with a marquise diamond.


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