Where to Buy Diamond: Online or In-Store?

Buying a Diamond Online

Springing to buy a diamond online is better for so many reasons. Consumers enjoy the wide selection and can choose from different online stores without visiting them physically. In addition to wider product selections, online discounts, as well as overall-lower prices, attract a lot of new clients.

Shopping online can be done from anywhere at any time of day, and customers can open multiple tabs or windows to do comparison shopping between retailers.Online retailers are the best place to buy a diamond for customers who are looking for a unique stone or setting at a lower price.

Buying a Diamond In-Store

There’s no substitute for seeing the diamond in-person. A great store will show you lots of different options in your price range and educate you on the tradeoffs to be made amongst the Four C’s. With guidance you can find a great diamond that you connect with. Here, customers can physically touch, try on, and ogle over pieces before purchasing them. 

If you crave the instant gratification of bringing home your purchase the same day, and the diamond that you desire is fairly standard, then retailers may be the best place for you to buy a diamond.

The Best Places to Buy Diamonds Online

Blue Nile

Key Words: big selection of diamonds online

In 1999, Mark Vadon revolutionized the diamond-buying landscape by starting Blue Nile. They were the ones that made buying online mainstream.The company is one of the first online retailers of diamonds and is credited with transforming the online fine jewelry shopping experience. The Blue Nile is the largest diamond retailer in the world, with thousands of jewelry options available at your disposal. The availability spans from round diamonds to princess, cushion, oval, emerald and more. There is also a large selection of other jewelry, as well as a section for creating your own piece of jewelry.

All the products listed on the website come with accompanying videos that exist for over 90% of the inventory. That way, consumers have an insight into every available diamond piece and can easily expect for improper cuts and inclusions.

The Blue Nile is also trustworthy. Its diamonds come with GIA and AGS certification. That means that only reliable grading labs have an impact on the quality grades of diamonds on the Blue Nile, making it some of the best places to buy diamonds online.

Blue Nile doesn’t need to pay rent for a nice store. They don’t need to constantly update the furnishings. All they need to pay for is office space and warehouse space (for order fulfillment). Fundamentally, Blue Nile can afford to sell the same loose diamonds to you with a much lower markup than a physical store can. 

The best thing about the Blue Nile is its reliability, as it operates across the world. Even the customers based in the UK and Europe can benefit from the great performance of the Blue Nile.

【Payment】PayPal, Bank Wire, Credit Card, Alipay, WeChat Pay etc.

【Coupons and Discounts】

1. 15% Off regularly priced jewelry for students.

2. Free personalized gift card with your jewelry order. 

3. Free shipping on every order.

4. Refer a friend and you can both save up to $100.

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James Allen

Key Words: high-quality imagery for buying diamonds online

They do have a couple of physical stores in Georgia and New York, but mostly operate online.James Allen is the best diamond retailer when it comes to buying diamonds online. They're investing millions of dollars in optimizing and fine tuning the online buying process for jewelry.

James Allen has pioneered and completely revolutionize the way consumers shop for diamonds and fine jewelry. James Allen has a unique HD 360° high-resolution technology for viewing and inspecting diamonds and offers exceptional support over the long term. Combined with a fuss-free and superb user interface, they deliver an impeccable shopping experience for every customer.Every single diamond in their inventory can be easily scrutinized via the video listings and you get to SEE exactly what you are buying. A fancy shape diamond’s cut quality and performance can be deciphered via videos and ASET images

On top of that, James Allen has a broad inventory with good selections of fancy shapes across different sizes, specifications and caters to people with different budgets.James Allen also gives you hassle-free returns for 30 days. James Allen is hands-down the most intuitive website to browse and one of the best places to buy loose diamonds.

【Payment】PayPal, Credit Card, SplitIt, Wire Transfer

【Coupons and Discounts】

1. Subscribe and get 25% off 1st order.

2. 25% off diamond studs and earrings.Promotion ends April 10, 2025 at 11:59pm EST.

3. Free shipping worldwide.

4. 1 year Free resizing.

5. Refer friends to James Allen, you will get $150 off your next and give friends $150 off their first purchase.

6.  Free engraving on most engagement rings and wedding bands.
   

【Cashback from Extrabux】temporarily unavailable

 Brian Gavin Diamonds

Key Words: best place for super ideal cut diamonds

Brian Gavin is a 5th generation diamond cutter with South African roots and well-known in the industry as a pioneer pushing the boundary of diamond cut quality. In 2009, he launched his company “Brian Gavin Diamonds” and started the production of a series of hearts and arrows ideal cut diamonds.

At Brian Gavin Diamonds, you will find an assortment of our super ideal cut loose diamonds with hearts and arrows, certified by the AGS, as well as other GIA Triple X certified diamonds. The designer and custom engagement rings, come in an array of settings and styles: including classic classic style, fishtail pave, antique halo, channel set, and full & half bezel engagement rings. 

One of the best functionalities on the site is the feature that lets you build your own engagement ring using the material available on the site. It lets a lot of people get creative with different designs.

If you have a relatively high budget and you’re looking for a diamond with a flawless cut, Brian Gavin is a great choice. Their selection is large, their customer service is outstanding and their diamonds are unbelievably brilliant. 

【Payment】Visa, Mastercard, American Express, Discover, PayPal and Bank Wire Transfer

【Coupons and Discounts】

1. Sign up and get $100 off 1st purchase.

2. Up to 15% off loose gemstones with code:MADNESS224 from now until the 3/31/2025.

3. FedEx Standard Overnight complimentary within the 50 States for purchases of $5000 or more.

【Cashback from Extrabux】temporarily unavailable

Leibish

Key Words: buy fancy colored diamonds online

Leibish was one of the very first fancy color diamond companies to go online. Founder Leibish  recognized early the Internet’s potential as a sales, marketing, and service channel to reach customers worldwide. At the start of the 21st Century, the company added jewelry manufacturing. It designs, manufactures, and markets jewelry made with color diamonds precisely calibrated for size, and graded for color. Its color diamond engagement rings are the company’s best sellers, although they create a wide range of jewelry from general items through to haute couture fine jewelry pieces. All Leibish diamonds and jewelry come certified with a GIA, Argyle, IGI, or in-house diamond certificates.

Its stones are mined in Australia, Africa, India, and Russia and all come from legitimate, conflict-free sources complying with UN Resolutions.When it comes to creative, vibrant and colorful options, Leiblish & CO is one of the leading places to buy diamonds online. 

【Payment】Credit Card, PayPal, Wire Transfer

【Coupons and Discounts】

1. Free shipping and returns on all orders.

2. Refer a friend and get an Amazon Gift Card up to $1,000.

【Cashback from Extrabux】temporarily unavailable

Whiteflash

Key Words: buy the most well cut diamonds online

White Flash is an online jeweler founded in 2000 and they are based in Houston, Texas. Their signature “A CUT ABOVE” super ideal round and princess diamonds are internationally recognized as some of the most well cut diamonds in the world.

The company is best known for its high-quality, precision-cut Hearts and Arrows diamonds. They cut higher-quality diamonds than Tiffany & Co. Whiteflash also has one of the largest selections of in-house diamonds compared to other online retailers.

When it comes to diamond search, the site has a sort of difficult navigation. However, keep in mind that all the diamonds on the site are certified with either AGS or GIA documentation, meaning you have insight into their unique properties. Moreover, they are reliable and trustworthy.They are also laser-inscribed with a unique number so you will always be able to identify or report it if stolen.

Not only do they have a modern manufacturing facility and the capability to create fine jewelry with different levels of complexity, they are also an authorized retailer of some of the most well known designer brands in the industry like Tacori, Verragio, Ritani and many others.This jeweler also offers 100% trade up for life, 30 day return policy, and a buyback program after one year. 

【Payment】Visa, MasterCard, American Express, Discover, PayPal and Bank Wire Transfer

【Coupons and Discounts】

1. Free worldwide shipping an all orders.

【Cashback from Extrabux】temporarily unavailable

Brilliant Earth

Key Words: the best place to buy lab created diamonds

Brilliant Earth is another widely known online diamond retailer. While most people shop on their website, they also have 14 showroom locations across the United States. You can book an appointment with a diamond expert either in-store or virtually. 

The competitive edge Brilliant Earth has over other vendors is their huge inventory of graded lab diamonds (both white and fancy colored options). I can tell you that no other vendor in the world comes close to the depth of selection they offer.

Brilliant Earth partnered up with a blockchain technology company that sends the buyer a special code through email. The code allows you into the blockchain system and you can see where the diamond has been in all 7 phases of its production. Blockchain technology in general is highly secure and legitimate. 

Aside from blockchain diamonds, they have some of the best lab grown diamonds, natural diamonds with GIA Origin Reports, and recycled diamonds. Recycled diamonds have been previously owned and recut, which is much better for the environment than natural OR lab diamonds.

【Payment】PayPal, Bank Wire, Apple Pay, Credit Cards

【Coupons and Discounts】

1. Free FedEx shipping on every US, Canadian, UK, and Australian order.

2. Refer friends and get $100 towards a future purchase after their first purchase of $1,000+.

3. Free Silver Studs on purchases $250+ at Brilliant Earth with Student Beans.

4. Receive Pearl Jewelry with Purchase Over $1,000.

【Cashback from Extrabux】temporarily unavailable

Costco diamond

Key Words: buy affortable and high quality diamonds online

At Costco, they base their strict standards for diamonds on those set by the renowned Gemological Institute of America (GIA). Each piece of jewelry is thoroughly scrutinized for diamond quality, as well as overall manufacturing and craftsmanship.Costco’s team of Gemologists, all of whom have graduated from a GIA program, inspect for diamond color, clarity, cut, and carat weight. When purchasing diamond jewelry from Costco, you can be assured you will receive quality jewelry at an unparalleled value.

All diamonds supplied by Costco Wholesale have a clarity to be "VS2" or better and color to be "I" or better as outlined by the industry standard in the Gemological Institute of America (GIA) grading guide. Costco only sells diamond cut grades that range from Very Good to Excellent.Although treating diamonds is an accepted practice among many jewelers, Costco sells only untreated diamondsThere is nothing more captivating than the raw beauty of a diamond.

Overall, Costco diamonds are of decent quality and offer great value, as long as they're GIA certified. You can find a ring for 50% less than at other big-name jewelry stores.But compared to online retailers, Costco cannot match their selections, customization, or service.

【Payment】All Visa Cards, MasterCard, Discover Cards (Including JCB and Diners Club),Costco Shop Cards

【Coupons and Discounts】temporarily unavailable about dimonds

【Cashback from Extrabux】up to $3 super cash back when buy costco membership

Clean Origin 

Key Words: buy lab-grown diamonds online

Clean Origin was founded in 2017 by a team of industry veterans with over 100 years of combined experience.Clean Origin is the best pick if you want the lowest possible price while still getting excellent customer support and guidance. Clean Origin are experts in lab-grown diamonds and will make sure you get the most value for your money.

The singular difference between lab-created diamonds and mined diamonds is their origin. All of the beloved aspects of a diamond - how it looks, its chemical composition, and its physical properties - remain, while all of the bad parts - destructive mining and muddled ethics - are removed.

• The lowest prices on lab-grown diamonds.

• Extremely heplful and honest customer service.

• 100-day risk-free returns.

【Payment】Visa,.astercard,AMEX etc.

【Coupons and Discounts】

1. Enter for a chance to win 2ct diamond studs.

2. Free FedEx Standard Overnight delivery within the United States and Canada on all custom engagement rings and loose diamonds.

【Cashback from Extrabux】temporarily unavailable

JTV Jewelry

Key Words: buy high quality Prazana Lab-Grown Diamonds

JTV was founded with the mission of opening the world of jewelry and gemstones to everyone. They strive to continually surround themselves with the best and the brightest in the jewelry and gemstone business, including numerous Graduate Gemologists and Accredited Jewelry Professionals. Everyone at JTV enjoys sharing their passion and knowledge about jewelry with their customers and viewers. JTV proudly offers an extensive line of different gemstone varieties and exclusive jewelry brands for you to explore. 

As one of the largest jewelry retailers in the United States, JTV has the experience and expertise to deliver extraordinary lab-grown diamonds at exceptional prices. They are able to source and search the world for lab-grown diamonds with the color and clarity of top tier mined diamonds. You can buy with confidence knowing JTV’s Prazana Lab-Grown Diamonds are of fine quality and competitively priced.

Prazana Lab-Grown Diamonds are actual diamonds—having essentially the same optical, physical and chemical properties as mined diamonds grown beneath the Earth’s surface—placing them among the world’s most coveted and celebrated gemstones. Symbolic of commitment and everlasting love, they are also the epitome of luxury, elegance and glamour.

【Payment】PayPal,Visa,Mastercard,AMEX

【Coupons and Discounts】

1. Sign up for email and get $10 off next order $49+.

2. Flash sale: free shipping sitewide.

3. Limited time ONLY! Sign in & earn $5 in Brilliant Cash for every $50 you spend on purchases up to $250!

4. Up to 60% off diamond jewelry this month.

5. Up to 75% off clearance.

6. Extra 10% off Fabulous Deal.
   

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Angara

Key Words: buy cheap diamonds online

Previously working as a diamond and gemstone distributor for other brands, in 2005 Angara stepped into limelight selling gemstone and diamond jewelry of their own. Since then, they have maintained a successful e-commerce business model with their head offices located in Los Angeles. Their jewelry is made in LA, India and Thailand.

They have a large collection of colored gemstones to choose from. They offer four quality options for their stones which are: Good (A), Better (AA), Best (AAA) and Heirloom (AAAA). Their settings are fairly good quality, although the selection is limited and there is nothing particularly unique about their engagement ring styles. They do have some nice cocktail and dress rings so it is a shame the same imagination hasn’t been used for their engagement offerings.

【Payment】Visa,Mastercard and etc.

【Coupons and Discounts】

1. Cyber Monday: 10% off orders over $500 + free shipping + free blue topaz jewelry on all orders.

2. Refer a friend & get up to $300

【Cashback from Extrabux】6% super cash back

Is Buying Diamonds Online Safe?

Absolutely! But only if you buy from a reputable vendor.

For example, James Allen and Blue Nile have exceptional imagery that allows you to view every diamond up close before purchase.These vendors also have excellent return policies. They send you a free shipping label, and all you have to do is pack it and ship it.

In fact, the online diamond industry has revolutionized the diamond trade. In the old days, local retailers would rip-off customers because shoppers had no idea how to compare diamond prices. They didn’t have access to any source to check the prices of diamonds for reference. Now buyers can easily compare diamond prices on 4-5 websites and then have a good idea of how much a diamond is worth in a given range, say a Round Cut Diamond, VS1, F Color, GIA Graded, Excellent Cut, and with No Fluorescence.

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