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.

Last modified 1 February, 2021

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Defining The Best

While I understand that many people want to know what is the absolute best arranging a list of jewelers this way is a little tricky. I think you'll agree with me when I say that "the best" will vary depending on your needs. To one person the best online jeweler may be the one whose website lists the most diamonds. To someone else the best diamond jeweler is one who stocks higher quality diamonds. And yet another person will consider the best jeweler to be the one who provides more in depth consultation and a personalized service.

If you are going to buy diamonds online there are at present some fantastic websites competing for your custom. There are also some that didn't make the list as they failed my tests and haven't quite mastered online marketing. The businesses I list here all have something unique to offer in addition to providing informative and fully functional e-commerce sites. The aim behind this website is to help you make an informed choice and see what's offered by some of the world's leading diamond jewelers.

If you are not entirely certain which jeweler is the one that will cater to your specific requirements please use my free diamond concierge service.  

Thomas J Stevens GIA DG CSG

My Top 10 Diamond Websites

I will start this list with the diamond jeweler whose diamonds will knock your socks off. When they first launched their website many diamantaires didn't think it would be possible to sell such top grade diamonds over the internet. But sell they did. And proved in no time that there is definitely a demand for top of the line diamonds.

Brian Gavin Diamonds  

Brian Gavin Diamonds logo

Description: Jeweler specializing in AGS Super Ideal cut diamonds and fine jewelry. Trademarked brand of Alpha Creations, Inc.

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five stars5 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. While "ideal cut diamonds" and "super ideal cut diamonds" are touted by a number of jewelers Brian Gavin's diamonds are in a class of their own. Brian Gavin as a fifth generation diamond cutter brings to the table the tradition and experience that can't be gotten any other way. He is therefore able to create diamonds that deliver an incredible volume of light return. Brian Gavin Diamonds have that sparkle factor that has a level of visual performance which is second to none! Brian Gavin 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 much longer to polish and produce than your average "Excellent cut" diamond. All the Brian Gavin 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
  • Signature emerald cut diamonds that have extra sparkle
  • Super ideal cape diamonds
  • Exquisite 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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five stars5 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. There is no larger inventory of AGS ideal diamonds anywhere 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 deliver "A Brilliant Diamond Buying Experience"® to discerning 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.
  • Authorized 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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five stars5 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 online diamond dealers 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 have the site show you the carat weight, diamond color, shape, and even cut quality for many shapes. You can then sort the results by price, carat, color, or cut grade. And help is never far away as there are explanations for everything on the page. Having access to this many diamonds is dizzying but the tools for refining your search make it possible to narrow it down to the perfect stone to suit just about any budget.


  • 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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five stars5 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 truly transformed the way consumers shop for diamonds. What many people love is not only the great selection of diamonds, but the many ring settings there are to choose from. Since it's founding 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 essential educational content along with the tools which place you 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 half a dozen locations in the US. 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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four stars4 out of 5 stars

I have given Ritani four stars as it satisfies my criteria as an online jeweler that provides outstanding service. A higher rating would have been given if Ritani had images of all their diamond inventory.

Ritani was founded in 1999 by a family of jewelers. They began as a wholesale jewelry brand. Ritani then 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. Their extensive knowledge of jewelry can easily be tapped in to by chat, phone or email so you can find the right engagement ring, wedding band, or whatever piece you’re looking for.

Ritani's unique selling proposition was to partner with jewelry stores in 180 locations across the US and Canada. They can arrange for customers to view a Ritani diamond in-store. Ritani is the first to provide complete pricing transparency by showing you the profit margins on their diamonds.


  • 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

Victor Canera  

Victor Canera logo

Description: Precision Cut Signature Diamonds and Bespoke Hand Forged Rings.

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four stars4 out of 5 stars

I have given Victor Canera four stars. Please see my criteria. The clientelle that choose Victor Canera want not only the best diamonds, but also consider that a quality hand forged setting is the only way to present a beautufl diamond. Victor Canera diamonds and bespoke jewelry is for discerning diamond and jewelry afficionados that appreciate high quality craftsmanship.

The reason I have not given Victor Canera a higher rating is because one of the obstacles to buying diamonds here there are no low cost options as far as settings go. This of course is not an obstacle to someone who is prepared to pay top dollar. Victor Canera provides useful suggestions on how to keep the costs from blowing out.

Since launching in the year 2000 Victor Canera has offered what can only be deemed to be among the finest custom jewelry and high end diamonds available anywhere. Victor himself is a third generation jeweler. He began managing his family's jewelery business after college. Having completed his studies with the Gemological Institute of America in 1996 Victor followed his family's footsteps. He began to focus on precision cut diamonds. Before launching the Victor Canera brand Victor had felt saddened whenever he would see unique gems set in merely average mountings whose quality seemed dubious at best. He felt that such diamonds had to be set in bespoke jewelery worthy to hold magnificent diamonds.

Seeing that diamonds are one of a kind, with unique characteristics, he appreciated how these unique traits give each one a different personality. As such each diamond deserved better than the generic settings which were all too common. He decided he would form a company that would create settings to match the high performance diamonds he so loved. Gems and jewelry truly worthy of each other: high end diamonds with high end settings fit for royalty. Each diamond would be set in a one of a kind, hand forged piece. The settings he would sell would not be mass produced but created solely for the unique diamond it would hold. Much of the influence seen in Victor Canera's work comes from the jewelery created by great craftsmen of the early 20th century. If you want quality settings and quality diamonds then look no further than Victor Canera.


  • Bespoke rings and jewelry
  • High performance diamonds
  • Diamond buyback program
  • Free insured shipping
  • 30 day returns on in house and in stock diamonds and jewelry
  • Canera Antique Cushion diamonds
  • Custom engagement rings
  • High-res 360°, ASET, and ImageScope images
  • Custom cut diamonds
  • GIA Diamonds Graduates on staff
  • AGS & GIA graded diamonds

See also:
Online jewelers that offer lab created diamonds.