There’s a lot that goes into fine jewelry shopping. Add diamonds into the mix, and you might feel a bit overwhelmed by all of the lingo — and the prices. But buying jewelry and gemstones online actually makes the process a lot easier and provides more opportunities for transparency, competitive prices, and some unique customization features, so long as you’re looking at the best places to buy diamonds.
Choosing an online jeweler comes down to quality, sourcing, service, and authenticity, says Kristy Cullinane, the co-founder of Plum Diamonds. This is true whether you’re buying lab-grown vs. natural diamonds, having a custom piece designed, or are considering ready-to-ship styles. To help you get started on your diamond-buying journey, we tapped jewelry experts (including Cullinane) to learn more about what to look for when shopping online for diamonds, important factors to consider before buying, and their recommendations for online diamond retailers.
Table Of Contents
Best Places to Buy Diamonds at a Glance
What Is the Most Affordable Way to Buy Diamonds?
What to Look for When Buying Diamonds Online
The Best Places to Buy Diamonds Online
Best Places to Buy Diamonds at a Glance
- Best Overall: Blue Nile
- Best for Engagement Rings: Marrow Fine
- Best Shopping Experience: Plum Diamonds
- Best for Tennis Bracelets: Brilliant Earth
- Best for Trendy Designs: Bario Neal
- Best Lab-Grown Diamonds: Clean Origin
- Best for In-Store Experience: Ethan Lord
What Is the Most Affordable Way to Buy Diamonds?
When considering the most affordable way to buy diamonds, Olivia Landau, a 4th generation diamond expert, G.I.A. Graduate Gemologist, and the founder and CEO of The Clear Cut, says to view it through the lens of getting the most value for your diamond. “It is important to do your research and not overpay for characteristics that do not necessarily matter to you,” she notes. With this in mind, she recommends first setting a topline budget and, within that budget, “identify the characteristics of a diamond you want to maximize for,” like carat, color, and clarity. Also, make note of the characteristics you’re willing to compromise on to find the perfect balance of specifications. “For some people, size will be the most important factor and they are willing to compromise on color or clarity, and then others will sacrifice size for color,” she explains.
Outside of your budget, it’s also worth looking at a diamond’s origin. Earth-mined diamonds (aka, natural diamonds) are the more expensive option since they are rare and require many resources to mine them. Lab-grown diamonds are a popular and more budget-friendly alternative because they have the exact same makeup as a natural diamond — you literally cannot tell the difference — but don’t use as many resources for creation. Because of this, they tend to be a less expensive diamond.
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As for where to buy affordable diamonds, consider shopping online or at a wholesale jewelry market, such as The Jewelry District in Los Angeles or the NYC Diamond District. Online shopping is the more accessible route and often one of the best ways to get a good deal. Consider shopping around and keeping an eye out for sales, especially around popular shopping holidays like Memorial Day, Labor Day, Black Friday, and Cyber Monday.
What to Look for When Buying Diamonds Online
Whether you’re looking at individual gemstones or jewelry pieces, finding the best diamonds online comes down to a few key factors. Here’s what to look for when shopping, according to experts.
Diamond Type
Before diving into diamond jewelry, Page Neal, the co-founder of Bario Neal says the first thing to think about the diamond itself. “The first thing to know is that there are all different types of diamonds, from raw and natural diamonds to lab-grown diamonds, black diamonds, melee diamonds, recycled diamonds, and heirloom diamonds,” she explains. The beauty of shopping online for diamonds is that you can find a variety of diamonds at various retailers. While the most popular are lab-grown and natural diamonds, you can also find retailers who source recycled diamonds or use your own heirloom — aka, inherited — diamonds for a most custom piece.
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Sourcing
After considering sourcing, you’ll also want to look at sourcing. “You want to be sure that you’re not getting diamonds from questionable origins,” says Cullinane. When shopping for diamonds, look at both ethically and sustainably sourced gemstones to ensure your diamonds are conflict-free.
Balancing Budget
Since diamonds are an investment, it’s important to shop with your budget in mind. To find the best diamonds for your price range, Anubh Shah, the founder of With Clarity, says to think of it as a scale with size on one end, quality on the other, and budget balancing everything out. “The optimal way to [stay within] budget is by balancing size and quality without overweighting the other,” she explains. “This will give you the optimal diamond for your price range.”
The Four Cs
To find a high-quality diamond online, Shah says to keep cut, color, clarity, and carat in mind. “Cut is the overall light performance or sparkle of a diamond,” she explains. These gemstones are like mirrors that bounce light to create sparkle. “That should be prioritized to ensure the diamond is sparkling to its fullest potential,” Shah adds.
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Color is the overall brightness of a diamond, so this also matters when shopping for the best diamonds. The color scale goes alphabetically, with D being the highest grade for color quality. The higher the quality, the brighter and whiter the diamond, so Shah recommends going with at least an F color, “which allows one to stay on the colorless spectrum without breaking the bank.”
“Clarity is the magnitude of tiny imperfections in the diamond,” says Shah. These tiny imperfections can actually prevent light from passing through, which can impact the overall sparkle. “This is also graded on a scale with flawless being the highest grade,” Shah notes. She recommends looking for diamonds with a VS1 grade, which will guarantee that the diamond has no distracting imperfections.
Carat is the diamond’s weight, not the size. And, while it is worth considering, it might be an area that you can compromise since it won’t impact the overall size. However, if you want a diamond that is more rare and valuable, the carat is worth keeping in mind.
GIA Certified Diamonds
When purchasing diamond jewelry — especially bigger investment pieces such as engagement rings — Landau says to look for GIA-certified diamonds to ensure overall quality. “GIA is the foremost authority on diamond grading and certification and is the industry standard,” she explains. “Although other grading labs may use the same grading criteria, they will not have as strict of standards as GIA.”
Our mission at STYLECASTER is to bring style to the people, and we only feature products we think you’ll love as much as we do. Blue Nile is a STYLECASTER sponsor, however, all products in this article were independently selected by our editors. Please note that if you purchase something by clicking on a link within this story, we may receive a small commission of the sale.
The Best Places to Buy Diamonds Online
Blue Nile
If you want a good variety of diamonds and styles, consider shopping for diamonds at Blue Nile. The online jewelry retailer offers a more customized shopping experience, with the option to purchase loose diamonds (though they are pricey) or pre-designed jewelry creations. Blue Nile is also a great choice if you’re undecided on lab-grown vs. natural diamonds since they offer both. Whether you’re shopping for an engagement ring or a necklace to gift a loved one, you can find exactly what you’re looking for.
Price range: $4,200 – $5,190 (for loose diamonds)
Shipping & return policy: Free shipping and free returns for 30 days
Warranty: Yes
Pros
- You can purchase loose diamonds
- They carry lab-grown and natural diamonds
- Lots of different styles available
- They offer relatively affordable (yet high-quality) diamonds
Cons
- Loose diamonds are expensive
BEST OVERALL
Lab Grown Diamond Floating Solitaire Pendant In 14k White Gold
There’s something classic about a solitaire pendant necklace. This one from Blue Nile features a gorgeous lab-grown diamond set in 14-karat white gold for a timeless look. With this design, you also have the option to choose the overall diamond weight (and, therefore, price point), with 0.25 carats starting at $580 for the necklace.
Marrow Fine
Whether you’re looking for something classic, want a trendy style, or have a piece of heirloom jewelry you want transformed into something more modern, Marrow Fine is one of the best places to buy engagement rings. The retailer also offers incredible customer service that makes shopping online feel a lot more personal (and, if you prefer in-store, they have a couple of locations you can shop from, too). Although Marrow Fine doesn’t sell loose diamonds, you can also work with the brand to create a custom ring based on your budget and preferences. They’ll also work with you to help you source a diamond for your setting.
Price range: $3,000 – $12,550 (for engagement rings)
Shipping & return policy: Free shipping, 10-day returns (customer covers 10% restocking fee and $40 insured shipping)
Warranty: Yes, but it’s limited and depends on the situation
Pros
- Unique and trendy designs
- Will work with heirloom jewelry
Cons
- Doesn’t carry lab-grown diamonds
- Can’t purchase loose diamonds
BEST FOR ENGAGEMENT
Marrow, The Helene Oval Solitaire Engagement Ring
Marrow Fine works magic to make a modern design feel like a classic — and this Helene Oval Solitaire Engagement Ring is the perfect example of that. The ring comes in several metal options, including yellow gold, white gold, rose gold, and platinum, with carat sizes ranging from 1 to 2.5, so you can create a more custom piece without going the design route.
3.Paradis SS24 Fashion Film by MAGURY
Plum Diamonds
Shopping for diamonds can feel a little overwhelming, especially since it’s a big purchase. If you’re not sure how to navigate the process or need some support along the way, Plum Diamonds provides an excellent shopping experience and resources such as the Diamond Engagement Ring Try On Kit & Sizer that can help you through the shopping experience. While the retailer doesn’t have a ton of everyday pieces, it’s a great place to shop for engagement rings because you can choose what you want based on diamond shape, metal, setting style, and more. Plus, they carry lab-grown diamonds and have prices starting as low at $910 for engagement rings.
Price range: $910 – $2,140 (for engagement rings)
Shipping & return policy: Free shipping and free returns for 30 days
Warranty: Yes
Pros
- They sell a diamond engagement ring kit
- You can customize rings based on your preferences and budget
- They carry lab-grown diamonds, which are more affordable
- They offer specialty cut diamonds
Cons
- They don’t have a lot of everyday pieces
BEST SHOPPING EXPERIENCE
Plum Diamonds, Radiant Cut Diamond Ring
$Prices Vary Buy Now At Plum Diamonds
We love the Radiant Cut Diamond Ring from Plum Diamonds for its stunning design and more visual shopping experience. While on the product page, you can toggle between the different icons to choose a halo (or no halo), setting style, and metal tone. And, once you choose all of your preferences, the page prompts you to pick a diamond, breaking the options down by weight, color, clarity, and more.
Brilliant Earth
Tennis bracelets continue to reign as one of the most popular jewelry trends — and Brilliant Earth has lots of great options to choose from at all different price points. The online jewelry retailer also carries a mix of lab-grown and natural diamonds and offers several different diamond shapes depending on the bracelet style you choose. Plus, they have a free lifetime warranty that covers manufacturing defects and offer free returns for up to 30 days in case you change your mind or don’t love the bracelet (it is an investment piece, after all). As much as we love the Brilliant Earth tennis bracelets, keep in mind that you can’t customize the length. So, if you have a smaller wrist, you might have to have it taken in by a jeweler.
Price range: $1,295 – $23,000 (for tennis bracelets)
Shipping & return policy: Free shipping and returns for 30 days
Warranty: Yes
Pros
- Free lifetime warranty
- Range of style and price points
- Mix of natural and lab-grown diamonds
Cons
- Can’t customize the length
BEST FOR TENNIS BRACELETS
Brilliant Bar, Diamond Tennis Bracelet
$2,150 Buy Now At Brilliant Earth
For that iconic tennis bracelet look, consider this classic piece from Brilliant Earth. The bracelet is made up of dazzling round-cut diamonds with total carat weight ranging from 1 to 10, depending on your preferred price point. For further customization, you can choose between 18K white, yellow, and rose gold and lab-grown or natural diamonds. And, while you can’t customize the length, it does come in two sizes to ensure a better fit.
Bario Neal
Bario Neal is a great place to shop for diamond jewelry, whether you’re looking for everyday fine pieces or special occasion styles like engagement rings. They offer lots of different designs that lean a little trendy, so it’s a fun place to look for engagement rings with eye-catching designs and a tad more flair than traditional styles. In addition to their ready-to-ship items, the online jeweler also offers custom design services, including heirloom jewelry redesigns, so you can take an inherited piece and transform it into something that feels more you.
Price range: $90 – $5,180 (all fine jewelry)
Shipping & return policy: Free domestic shipping over $500, free exchanges for 30 days
Warranty: Yes
Pros
- Lots of stylish and modern designs
- Can purchase custom pieces
- A good mix of engagement rings and everyday pieces
Cons
- They only offer exchanges, no refunds.
BEST FOR TRENDY DESIGNS
Bario Neal, Nikko Diamond Marquise Pendant Yellow Gold
If you love the look of a classic diamond pendant necklace but want something a little more unique looking, consider the Nikko Diamond Marquise Pendant from Bario Neal. This necklace is constructed from reclaimed 14K gold with a .35ct marquise diamond in an eye-catching setting. We love it because it has that dainty look but the slightly heavier chain makes it durable enough for everyday wear.
Clean Origin
Lab-grown diamonds are significantly cheaper than natural diamonds, making them a sought-after gemstone for fine jewelry. If you want to go with a more affordable option and are looking for lab-grown diamond jewelry that doesn’t sacrifice quality, consider buying from Clean Origin. The online jeweler offers a vast collection of pieces, including engagement rings, wedding bands, and gifts — all at more budget-friendly price points (for fine jewelry, that is). While you can’t create a fully custom piece like Marrow Fine or Bario Neal, you can still achieve a custom feel by picking out your diamond and then shopping the retailer’s collection of settings. And, if you want something with a little more pizazz, Clean Origin also offers lab-grown colored diamonds for a nice pop.
Price range: $150-$35,265 (all diamond jewelry)
Shipping & return policy: Free shipping and 100-day returns
Warranty: Yes
Pros
- They offer all lab-grown diamonds
- You can find a range of diamonds, including colored options
- You can create a more customized piece without going fully custom
Cons
- Don’t have custom design services
BEST LAB-GROWN
Clean Origin, Seraphina Ring
$1,625 Buy Now At Clean Origin
For a classic engagement ring made from a stunning lab-grown diamond, opt for the Seraphina Ring from Clean Origin. This ring features a solitaire style with unique details like thicker prongs and a diamond-encrusted setting, giving it that timeless look with a little something extra. The ring comes in white gold, yellow gold, rose gold, and platinum and is compatible with a range of diamond shapes, including round, emerald, princess, and oval.
Ethan Lord
Since diamond jewelry is an investment, opting for a timeless style is always a great idea. We love Ethan Lord because they have simple and classic styles and offer in-store attention and care through an online platform. When you go to shop, you can schedule an appointment with the design team and create a customized ring that works within your budget and preferences. This is a great choice for those who want to go the online route but still want to work closely with a jeweler throughout the shopping and purchasing process.
Price range: Prices vary, depending on design, diamond, and whether or not you supply your own gemstone
Shipping & return policy: Free domestic shipping and 30-day returns
Warranty: Yes
Pros
- You can get an in-store experience while shopping online
- Customization services available
- Simple and timeless designs
Cons
- There aren’t a lot of designs to choose from
BEST IN-STORE EXPERIENCE
Ethan Lord, Oval Diamond With Hidden Halo Diamond Ring
$Prices Vary Buy Now At Ethan Lord
Since Ethan Lord offers a more customized shopping experience, it’s one of the best ways to get that in-store feel while shopping online. If you aren’t sure where to start, we love this Oval Diamond Ring with a Hidden Halo Diamond Band, which you can customize to your preferred diamond, metal type (including the more affordable sterling silver option), and more.
