The Best Places To Buy Diamonds Online

Selected for excellence in customer service, range of choice, return policy, ease-of-use, and overall customer experience. Read more about the selection criteria.

If you are going to buy diamonds online you'll want to make sure you do your homework. This list is complied by me, a GIA Diamonds Graduate, to help you make an informed choice and see what's offered by some of the world's leading diamond jewelers. Each of these businesses has something unique to offer. Everyone has unique needs so if you are not entirely certain which one fills your requirements please use my free diamond concierge service.  

Brian Gavin Diamonds  

Brian Gavin Diamonds logo

Description: Jeweler specializing in AGS Super Ideal cut diamonds and fine jewelry. Brian Gavin Diamonds is the trademarked diamond jewelery brand of Alpha Creations, Inc.

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5 out of 5 stars

I have given Brian Gavin Diamonds five stars as it not only meets but far surpasses all criteria I set for a diamond jeweler which I can confidently recommend.

This is a diamond jeweler that can truly be worthy of the title of fine jeweler. There are a lot of diamond vendors offering "ideal cut diamonds" and "super ideal cut diamonds", however there is only one Brian Gavin; and as a fifth generation diamond cutter, Brian Gavin has the experience and expertise to create diamonds that deliver an incredible volume of light return and sparkle factor, we're talking about a level of visual performance that is second to none! Although Brian Gavin did not invent the Hearts and Arrows cut diamond, he has been a major influence in developing and promoting the "Hearts and arrows diamond grading standards" that are used by the upper echelon of the diamond industry. The stones sold by Brian Gavin Diamonds take about four times longer to polish and produce than your average "Excellent cut" diamond. All their diamonds are AGS graded. Each in house diamond is displayed in 360° and is shown in various ways including how it shows up under an ASET.

Features of distinction

  • AGS graded super ideal diamonds
  • Super Ideal Hearts & Arrows diamonds
  • Hearts and Arrows cushion cut diamonds - Unique to BGD
  • Signature emerald cut diamonds that have extra sparkle
  • Super ideal cape diamonds
  • Excquisite range of designer rings
  • Black®by Brian Gavin - born from a passion for perfection
  • Custom engagement rings
  • Custom jewelry
  • Custom cut diamonds


Whiteflash logo

Description: Ideal diamonds and fine jewelry. Independent brand.

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5 out of 5 stars

I have given Whiteflash five stars as it more than satisfies my criteria as a jeweler and retailer of fine jewelry that provides a stellar experience.

Whiteflash is all about the Ideal Cut Diamond. They stock the largest inventory of AGS ideal diamonds in the world! Whether you are looking for an ideal round diamond or an ideal princess diamond Whiteflash pride themselves in having the best selection of AGS certified ideal diamonds that can be found anywhere. Combining the finest in certified diamonds with top quality designer engagement rings and fine jewelry, Whiteflash can confidently say that they consistently deliver "A Brilliant Diamond Buying Experience"® to discriminating customers worldwide.

As authorized resellers for the finest designer brands such as Tacori, Verragio, Simon G, Ritani, Danhov, Vatche, and Benchmark, and as the exclusive provider of their very own A CUT ABOVE® Super Ideal Diamonds, there is no better place to create a truly extraordinary piece for your special occasion than at Whiteflash. Shop online or visit their Houston Jewelry Store to experience the Whiteflash difference for yourself.

Discerning diamond shoppers buy their diamonds from Whiteflash. One thing you don't need to worry about is ending up with a dud diamond. They simply don't stock them.

Something Whiteflash offers which is not immediately obvious on their website is the option to get Custom Cut A CUT ABOVE® Diamonds. If you are looking for a specific size, color, clarity, you can get in touch with them and ask for one to be made just for you. Just use this link:

Whiteflash offers so much more than I could possibly cover in one paragraph. For this reason I wrote a much lengthier article here: Whiteflash Review.


  • Members of the American Gem Society
  • Super Ideal cut diamonds.
  • Customer Loyalty program
  • Free shipping worldwide.
  • ISO 9000 Total Quality Management
  • ASET imaging
  • AGS & GIA certified diamonds.
  • Developer and sole distributor of A CUT ABOVE® super ideal diamonds.
  • Light performance and laboratory reports for each in-house diamond.
  • 1 Year Service Plan on all jewelry products.
  • Outstanding customer care.
  • Authorised distributors for the finest bridal brands in America.
  • GIA trained staff, both Diamond Graduates and Graduate Gemologists.
  • 100% Lifetime tradeup benefits on in-house diamonds.
  • Custom Cut A CUT ABOVE® Diamonds

James Allen  

James Allen logo

Description: Online diamond & gem jewelry retailer. Brand owned by Signet Jewelers. Run as an independent entity.

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5 out of 5 stars

I have given James Allen five stars as it satisfies my criteria as an online diamond retailer that provides outstanding service.

One of the busiest diamond retailers today is James Allen. Founded in 2006 by a team of four this online retailer has become a major player in the diamond universe. James Allen's meticulous attention to detail coupled with a high priority on customer experience and service is why, at the time of writing, more than 150,000 happy couples are now owners of James Allen diamond rings. While James Allen has set the pace for the way diamonds should be sold online there are few competitors that can replicate James Allen's success. This is no doubt due to the fact that the founders' focus from the beginning was on customer experience. Read more about the amazing people who started James Allen and what you should know when shopping there in my James Allen Review. What immediately hooks visitors to the site is the user interface, which is highly intuitive and super easy to use. Refining your search couldn't be easier. You can specify color, clarity, cut and carat, and sort the results as you please. Every section has helpful information to help you understand what everything means. It makes the otherwise daunting process of searching for a diamond so much easier.


  • A selection of 200,000+ diamonds.
  • A choice of hundreds of customizable ring styles.
  • Efficient and speedy diamond setting.
  • Free shipping worldwide.
  • TrueHearts™ ideal diamonds.
  • GIA, AGS, and IGI certified diamonds.
  • Lab-created diamonds available.
  • Real-time diamond inspection service. Their experts share their screen with you.
  • A solid 100% money-back guarantee.
  • Hassle-free returns.
  • Lifetime warranty.
  • 24/7 Live Customer support

Blue Nile  

Blue Nile logo

Description: Online diamond jewelry retailer. Owned by Bain Capital Private Equity, Bow Street & Adama Partners.

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5 out of 5 stars.

I have given Blue Nile five stars as it satisfies my criteria as an online diamond retailer that provides outstanding service.

Blue Nile, Inc. is a behemoth in the online diamond space. "Blue Nile has transformed the way consumers shop for and purchase diamonds and fine jewelry by creating price transparency while simultaneously providing value to suppliers," said Blue Nile Chairman, CEO and President Harvey Kanter. Since it's founging in 1999 Blue Nile has become a leader as an online diamond and gemstone jewelry retailer. The company was one of the first to offer a a more intuitive and interactive way to buy engagement rings, wedding rings, and fine jewelry. They did so by providing in-depth educational materials and unique online tools that place consumers in control of the jewelry shopping process.

Blue Nile continues to innovate and improve the customer experience. As such Blue Nile has some of the highest quality standards in the industry. They are one of the only platforms that offers such a large range of independently graded diamonds and fine jewelry. Of course it's the prices that make shopping at Blue Nile so attractive. With prices significantly below traditional retail it's understandable that thousands upon thousand of shoppers choose to buy their diamonds from Blue Nile.

Buying from Blue Nile can be done by phone, though Blue Nile is best experienced through its website which can be accessed on any device or at one of its Webrooms in Long Island, New York, White Plains, New York, Portland, Oregon, Fairfax County, Virginia, and Bellevue, Washington. Please check out my longer article on Blue Nile here: Blue Nile Review.


  • Free shipping worldwide.
  • GIA certified diamonds.
  • 24/7 customer service.
  • Quality handcrafted rings
  • 150,000+ diamonds
  • Customization available
  • Diamond Upgrade Program
  • All inclusive pricing
  • Astor by Blue Nile™ diamonds


Ritani logo

Description: Fine jewelry company specializing in engagement rings and bridal jewelry.

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5 out of 5 stars

I have given Ritani five stars as it satisfies my criteria as an online jeweler that provides outstanding service.

Ritani was founded in 1999 by a family of jewelers. Initially a wholesale jewelry brand, Ritani launched its e-commerce website in October 2012. Their aim was to make it simpler to purchase high quality, handcrafted jewelry. Ritani's pieces are one-of-a-kind and made to order in New York by expert artisans. Ritani knows diamonds. And they share their extensive knowledge of jewelry with you so you can find the right engagement ring, wedding band, or whatever piece that you’re looking for.

Ritani has a unique business model in that they have partnered with stores in 180 locations across the US and Canada so that customers can preview a Ritani diamond in-store.


  • 30 day returns
  • Diamond price matching
  • Pricing transparency
  • Lab created diamonds available
  • Free insured shipping
  • Free in-store preview
  • Custom engagement rings
  • Military discount
  • Diamond buyback program
  • Gemologists on staff

See also:
The best places to buy lab created diamonds online.