Buying diamonds online can be a challenging task, and if you are buying diamonds or diamond jewellery online for the first time, it can be a daunting job. Diamonds are costly and purchased for someone special in your life. In this guide, we go through the best places to buy diamonds online, along with diamond jewellery.
Here is the list of the best places to buy diamonds online
Brilliant Earth

Image source- Brilliant Earth
Brilliant Earth is the best choice for natural diamonds, lab-grown diamonds, and diamond jewellery. It is a San Francisco-based company that was established in 2005, and the company is known for dealing in ethically sourced diamonds. The brand offers expertly designed diamond jewellery, making it the best place to buy a diamond online.
The company is using 99 per cent of repurposed gold and 95 per cent of repurposed silver in its jewellery, and by the end of 2025, it will use 100 per cent repurposed gold and silver. The company offers a range of diamond rings, fine jewellery, and customised jewellery. The virtual try feature for rings is a plus point, where you take a snap of your hand and try different rings virtually. The wide range of designs and jewellery, like wedding rings, engagement rings, earrings, fine jewellery, necklaces, and much more, makes it popular among precious stone buyers. The added features include free shipping and returns within 30 days.
Marrow Fine

Image source- Marrow Fine
It was established in 2016 and is based in San Diego, California. Marrow Fine uses both natural and lab-grown diamonds in its jewellery, and they use ethically sourced diamonds. It uses conflict-free gemstones and 100 per cent of reclaimed gold for its jewellery. It is one of the best places to buy diamond rings for women because of its unique varieties. Also, the huge plus is that it adds a modern touch to antique designs.
The company specialises in heirloom re-work projects, which means they will recreate your old antique jewellery into a new design with your preference, style, and budget. Marrow Fine specialises in customised jewellery with a virtual or in-store visit. Marrow Fine makes fine jewellery that can be worn daily in regular use. The wide range of jewellery includes engagement rings, wedding bands, stackable rings, necklaces, bracelets, and earrings. The special service of the company includes virtual appointments, and unworn items can be returned within 10 days.
Ritani

Image source- Ritani
It was founded in 1999 by a family of jewellers who deal in diamond jewellery. Ritani is based in New York and has an exclusive collection of natural and lab-grown diamond jewellery. The company is the best place to buy diamond earrings online, along with other exclusive jewellery. It’s popular for its handcrafted jewellery and transparency in pricing.
Ritani offers in-house as well as virtual gemologists to know in detail about diamonds, like price comparison, helping buyers to know the kind of rings or jewellery they are looking for, educating the buyers about the basics of diamonds, and they personally check every diamond to ensure quality. Ritani deals in exclusive engagement rings, wedding rings, earrings, necklaces, bracelets, pendants, and even gemstone jewellery. The special service includes split payment, finance, buy back, free shipping, and return within 30 days.
Blue Nile

Image source- Blue Nile
Blue Nile is a New York-based company that was established in 1999 and is one of the best places to buy diamonds online. It specialises in engagement rings and wedding jewellery. Blue Nile is known to be one of the first online fine jewellery stores that revolutionised the jewellery market. The prices at Blue Nile are 20 to 40 per cent less than those of jewellery stores, and even the prices are quite competitive when compared to other online sellers.
The company is one of the largest online jewellery stores in the US, selling fine jewellery and diamonds. Blue Nile is known to use ethical diamonds in its jewellery in both natural and lab-grown diamond segments. It’s the best place to buy loose diamonds online with a variety of customised engagement rings, wedding rings, wedding bands, and fine jewellery that includes necklaces, bracelets, earrings, and much more. Their special services include a diamond upgrade programme, a free lifetime warranty, free shipping, and returns within 30 days.
James Allen

Image source- James Allen
It is a New York-based company established in 2006 by James Allen Schultz with three partners. James Allen is the best online place to buy diamonds, which include natural diamonds, lab-grown diamonds, and fine jewellery. The jeweller uses 360-degree HD diamond display technology that makes online shopping extremely easy, and they use this technology in picking good-quality diamonds for their buyers.
James Allen follows a strict protocol of guaranteeing conflict-free diamonds and a unique customisation option, which allows the buyers to select the diamond and the design. James Allen is known for its competitive pricing, and the range of jewellery includes engagement rings, fashion rings, wedding bands, necklaces, pendants, bracelets, earrings, gemstone jewellery, birthstones, and even loose diamonds. Added benefits are a lifetime warranty, an upgrade policy, great customer service and support, free shipping, and returns within 30 days.
FAQs
Is buying diamond jewellery online safe and trustworthy?
Yes, it is absolutely safe to buy diamonds and diamond jewellery online if they are purchased from reputable sellers who provide proper certification with the jewellery. The online diamond store should provide GIA, AGS, IGI, or your locally recognised grading reports.
Is buying diamond rings and jewellery online expensive?
No, in fact, it can be more economical to buy diamond jewellery online than to buy it in a store. You can also compare prices at different stores before making a purchase and use an online diamond price calculator to be doubly sure.
Is it safe to purchase expensive diamonds online?
Yes, it’s absolutely safe to buy costly diamonds online as long as you buy from a reputable site with proper insurance, return policy, and secure payment gateway.
Buying diamonds online is safe and can even be cost-effective compared to buying offline. Always compare prices and the reputation of the site before making a purchase. Also, almost all online stores offering customisation options make buying online a lot more interesting. We hope this blog on the best place to buy diamonds online is useful to the readers.
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