The Diamond Pro

Where is the Best Place to Buy an Engagement Ring in 2020?

By Michael Fried
Scared of getting ripped off? Don't want to waste your money? Confused by all the choices? Contact us.
Blue Nile, one of our favorite vendors, is currently running the biggest sale we have seen in the 10 years running this site! Click here for details.

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Bottom Line Recommendation

Let’s get the obvious out of the way. We think you are far better served shopping online than buying in a store. We explain the fundamental advantages of buying online in this article. Here we will break down the major players and give you a snapshot review. This will get you headed in the right direction to the best vendor.

That said, there are plenty of options to sift through online. We summarize our favorites below, but the best way for us to help you settle on the right company and diamond would be via our personal help. Feel free to contact us for personal help.

Here are the top places to buy an engagement ring you need to know about:

Lets start at the top:

The Gold Standard

Blue Nile (← Click to Visit Site and Take Advantage of the Largest Discount Ever Offered!)

Online diamond shopping and Blue Nile have by synonymous for years. They literally built the market. They were the first company to develop the concept of removing all middle-men and virtually listing diamonds direct from the manufacturers.

To date, Blue Nile has far better relationships with diamond and jewelry vendors than anyone else and are able to offer the largest selection of diamonds and settings.

Blue Nile Diamond Page

Blue Nile

While they allowed James Allen to take the lead in technology the last five years, they have taken great strides in closing that gap. They have recently introduced their own video technology to rival James Allen. They have also taken an almost maniacal approach to fulfillment that has vastly improved their quality control and speed of delivery.

Their place as the industry leader has allowed them to cultivate relationships with some great designers as well. Most prevalent is their relationship with Monique Lhuilier. I adore this take on the classic baguette engagement ring.

Couple that with their strong relationships with vendors and a streamlined business model (which means they are often better priced than their competitors) and they have earned our seal of approval for our readers.

Click here for our full review of Blue Nile


James Allen (← Click to Visit Site)

This one is a no-brainer. We have loved James Allen for years and they are one of the industry leaders. Their customer service is fantastic and they offer all the necessary tools to buy a diamond online. They are the pioneers of bringing high quality videos to the online consumer.

James Allen Diamond Page

James Allen

James Allen’s video technology, fantastic customer service, broad selection of well crafted settings and excellent prices have made them one of our favorite companies to recommend. Hundreds of our readers purchase from James Allen every month and hear rave reviews back from them.

Despite other companies catching up a bit on the technology side (see above), James Allen still has the best videos out there. That is advantageous when selecting any diamond and a must when you a picking fancy shaped diamonds (like ovals, pears and marquise).

As James Allen’s stature has grown, they’ve been able to partner with some fantastic designers as well. This has allowed them to add some gorgeous rings like this stunner from Verragio and this unique take on a halo from Danhov.

The high quality imagery that James Allen provides is what enabled us to develop our industry first Ringo AI tool that can identify and make recommendations of eye-clean diamonds. Below you can see some of the latest recommendations generated by Ringo.

    Ringo Approved Eye Clean Diamonds

  • James Allen

    Carat Weight 1.00

    Color J

    Clarity SI1

    Check Price
  • James Allen

    Carat Weight 1.00

    Color J

    Clarity VS2

    Check Price
  • James Allen

    Carat Weight 1.00

    Color J

    Clarity VS2

    Check Price
Load More

Click here for our full James Allen review


The Niche Market

Brian Gavin Diamonds (← Click to Visit Site)

Brian Gavin’s Signature and Black lines have been quite popular for a certain segment of our readers. For those readers who are hyper-focused on cut and looking to find a truly spectacular diamond in terms of brilliance, Brian Gavin Diamonds is the way to go.

Brian Gavin is one of the industry leaders when it comes to diamond cutting. Speaking honestly, his knowledge of cut is far superior to mine. Their Signature and Black diamonds will be more brilliant than anything else you can find.

Brian Gavin Diamond Page

Brian Gavin

BGD’s customer service and jewelry craftsmanship matches the quality of their product. There is a premium for such high quality craftsmanship and in Brian Gavin’s case, its 100% justified. That doesn’t mean its for everyone. Most of our readers prefer to go for the bigger diamond and sacrifice a bit on cut. But for those who want to make brilliance their target, Brian Gavin is the way to go.

Click here for a full review of Brian Gavin Diamonds

Abe Mor (← Click to Visit Site)

Our next top recommended vendor is Abe Mor. This is an interesting option for people with a budget of $50,000 or more.

We began working with Abe Mor in March 2016. We started out working with them when we discovered that they were offering our readers the best prices (by far) for their diamonds they wanted to sell.

Recently, though, we have expanded our relationship with them to include readers of ours who are looking for a more customized bespoke shopping experience buying a high-end diamond and/or expensive piece of fine jewelry.

Abe Mor is one of the most well respected “upstairs” diamond wholesalers in New York’s famous Diamond District. By “upstairs,” of course, I mean that they are not just a retail shop on the street level masquerading as a wholesale operation.  They are the real thing. Everybody we have sent to Abe Mor has been blown away by the personal attention they have received from the entire team at Abe Mor, including CEO Eric Mor – both on the phone and in person.

Click here for a full review of Abe Mor

Leibish (← Click to Visit Site)

Our go to company for fancy color diamonds is Leibish. They are the best. Period. End of story. They are one of the biggest purchasers at the Argyle auctions and have a stunning array of fancy color diamonds like black diamonds in all budget ranges.

Leibish Diamond Page

Leibish & Co

Many of our readers have purchased diamonds and jewelry from Leibish, and all of them have been ecstatic with the end result. Not only do they have an amazing selection of diamonds, but they are also the masters of building the jewelry piece around the diamond to bring out the color in the best way possible.

There are other options for fancy colors. But we have found Leibish to be head and shoulders above the competition.

Click here for a full review of Leibish

Now you know what places we think have the best service and quality and you can start browsing their sites. And if you need some guidance on how to choose a perfect ring, you can check out our useful tips or contact us directly and one of our diamond experts will be happy to answer your questions.

About the author
Mike learned the diamond business from the ground-up at Leo Schachter Diamonds - one of the world's top diamond manufacturers. He has been recognized as a diamond industry expert by Time, PeopleMoney, The Daily Mirror, NerdWallet, The Times Herald, Yahoo Finance Australia, The Art of Charm, The Washington Diplomat, The Next Web, and more. See more
Top Recommended Vendors
Blue Nile Blue Nile is the largest and most well known internet jewelry seller. They have a very large exclusive online inventory. Their high quality images are catching up to James Allens' and their prices are amazing. Blue Nile is currently running their biggest sale ever! (Click here for details)
What we love about them:
  • No questions asked returns within 30 days of shipment. Blue Nile will send you a paid shipping label to return the ring.
  • Lifetime Warranty
  • Free Shipping
  • Free prong tightening, repolishing, rhodium plating and cleaning every 6 months
  • Provide insurance appraisal
  • One free resizing within the first year of purchase
  • High quality images of about half of their diamonds
  • 24/7 Customer Service
  • 100% credit towards future upgrades (must be at least double in value)
  • Best in class fulfillment

James Allen James Allen is the leader in online diamond sales. Their imaging technology is the same as inspecting a diamond with a jeweler's loupe. They have the largest exclusive loose diamond inventory online and fantastic prices. They also have the nicest collection of lab created diamonds online.
What we love about them:
  • No questions asked returns within 30 days of shipment. James Allen will send you a paid shipping label to return the ring.
  • Lifetime Warranty
  • Free International Shipping
  • Free prong tightening, repolishing, rhodium plating and cleaning every 6 months
  • Provide insurance appraisals
  • One free resizing within 60 days of purchase
  • Free ring inscriptions
  • Best-in-class high quality imagery of all diamonds in stock
  • 24/7 Customer Service
  • Best-in-class packaging

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