The Best Places to Buy Diamond Jewelry

Bottom Line Recommendation

I’ve worked in this industry for over 25 years. I’ve shopped at dozens of diamond jewelry stores, compared prices, handled the jewelry, and talked to the staff. When someone asks me where to buy diamond jewelry, one of my first answers is Brilliant Earth.

Not because they’re perfect at everything. But when I look at what actually matters, the selection, the quality, the prices, and the shopping process, Brilliant Earth does a great job across the board.

That said, I’ll walk you through several other stores below so you can see how they compare. Some do one thing really well. Some have weak spots that are hard to ignore.

Here’s What We’ll Cover:

• Brilliant Earth: Best Overall for Diamond Jewelry
• Blue Nile: Online Diamond Shopping
• VRAI: Lab Grown Diamond Jewelry
• Ring Concierge: Trendy Diamond Jewelry
• Mejuri: Everyday Diamond Jewelry
• How to Choose the Best Place to Buy Diamond Jewelry
• Why I Recommend Brilliant Earth
• FAQ

Brilliant Earth: Best Overall for Diamond Jewelry

I’ve been recommending Brilliant Earth for years. Brilliant Earth has one of the biggest diamond jewelry collections I’ve seen, with both natural and lab grown diamond options across earrings, necklaces, bracelets, and rings. The prices are fair, and there are enough styles that most people can find something they like without settling.

So what makes Brilliant Earth different from the other names on this list?

For starters, Brilliant Earth has their own design team. That means original styles. You won’t see the same stuff on five other websites.

Then there’s how the shopping process works. Brilliant Earth has over 40 stores across the US where you can walk in, see the jewelry up close, and talk to a jeweler without anybody pushing you toward the most expensive thing in the case. If you’d rather shop from home, you can see 360° photos of individual pieces and book a video call to ask questions.

And the quality holds up. I’ve picked up a lot of diamond jewelry from a lot of stores, and I pay attention to the details most people don’t think about. Are the prongs on a bracelet actually even? Does the clasp feel like it’ll last, or does it feel like it’ll break in six months? With Brilliant Earth, the jewelry feels solid. Settings are tight, clasps feel strong, and the metalwork is done right. When you’re spending real money on diamond jewelry, that stuff matters.

Blue Nile: The Pioneer of Online Diamond Shopping

Blue Nile practically built the online diamond market when they launched in 1999, developing the revolutionary concept of removing the middlemen and listing loose diamonds directly from manufacturers

I’ve secretly shopped Blue Nile multiple times over the years, and their shopping experience is consistently top-tier both online and in person. During a recent secret shopping trip to their Garden State Plaza location to pick up a diamond necklace, I found the modern, upscale ambiance and the staff’s expertise to be on par with the best local independent jewelers.

When it comes to the jewelry itself, Blue Nile offers a fantastic selection of styles and exclusive designer settings from names like Zac Posen.

VRAI: Lab Grown Diamond Jewelry

VRAI is a jewelry brand owned by Diamond Foundry, a company that makes lab grown diamonds. They grow their own diamonds, then cut and set them in their own facility. Their jewelry includes solitaire necklaces, diamond stud earrings, tennis bracelets, and other everyday styles. All of their diamonds are lab grown. The designs are simple.

VRAI has seven US stores across Boston, Chicago, Los Angeles, New York, San Francisco, Miami, and Philadelphia. Virtual appointments are also available.

Ring Concierge: Trendy Diamond Jewelry

Ring Concierge is a jewelry brand started in 2013 by Nicole Wegman. The company began with custom bridal jewelry and has since grown into a wider jewelry line. Their diamond jewelry includes stackable rings, tennis bracelets, earrings, and necklaces, with a trendy look.

Ring Concierge has stores in New York, Los Angeles, and Boca Raton. The brand doesn’t share much detail about where its diamonds come from, and there are no online tools for comparing diamond specs across different jewelry items.

Mejuri: Everyday Diamond Jewelry

Mejuri is a jewelry brand that started in Toronto in 2015. They focus on everyday jewelry at lower prices. Their collection includes diamond stud earrings, stackable rings, and necklaces. Mejuri uses gold, gold vermeil, platinum, sterling silver, and titanium.

Mejuri has stores across the Middle East, US, Canada, the UK, and Australia. The brand also offers in-store piercing services.

How to Choose the Best Place to Buy Diamond Jewelry

With so many stores out there, how do you avoid wasting money? Here are the things that really matter when choosing where to buy diamond jewelry.

1. Know What Type of Diamond Jewelry You Want

Diamond jewelry comes in many forms, and each type has its own things to look for. Diamond stud earrings are about balance, cut quality, and comfort for everyday wear. Tennis bracelets need diamonds that match well across the whole piece, a good clasp, and the right total carat weight. Rings bring in things like how they stack with other rings, how high they sit on your finger, and how well they hold up with daily wear.

Why does this matter when picking a store? Because most of the brands on this list only do well in one or two of these categories. Brilliant Earth covers all of them in one place. You don’t have to jump between four different websites to compare earrings, bracelets, and necklaces.

2. Compare Natural and Lab Grown Diamonds

This is one of the biggest choices in diamond jewelry today. Both look the same to the naked eye.

Some people care about the natural origin and rarity of a mined diamond. Others would rather save money and put it toward a bigger stone or a different piece of jewelry. There’s no wrong answer. But the store you choose should offer both options so you’re not locked in before you’ve had a chance to decide.

How many stores on this list actually let you do that? Brilliant Earth offers both natural and lab grown diamonds, so you can compare them yourself. Some of the other brands here only sell lab grown diamonds, which means the choice is already made for you.

3. Look for Design Variety

This is where a lot of stores fall short. They’ll offer a few pairs of diamond stud earrings or diamond necklaces and call it done. But diamond jewelry is personal. The shape, the metal, the way the diamond is set, all of this matters when you’re picking something you’ll wear often or give as a gift.

Brilliant Earth has their own design team, so the styles look different from what you’ll find at other stores. The range goes from simple solitaires to more detailed designs with mixed diamond shapes. It’s not the same stuff you’ve seen on a million other websites.

4. Prioritize Responsible Sourcing

Where the diamonds in your jewelry come from matters. Sadly, most stores get by with vague claims about being “conflict-free” without showing any proof. How do you know the story behind the sourcing is real and not just a marketing line?

This is where Brilliant Earth is hard to beat. Brilliant Earth’s Beyond Conflict Free™ standard covers where the diamonds come from, how workers are treated, how the environment is affected, and how local communities benefit. Brilliant Earth also uses about 99% repurposed precious metals. That kind of detail is rare in this industry.

5. Choose a Store That Lets You See What You’re Buying

Diamond jewelry can be hard to judge from photos alone. How does a bracelet actually feel on your wrist? Will those studs look balanced? Is the clasp on that tennis bracelet strong enough for daily wear?

These are the kinds of questions you can only answer by seeing the jewelry up close or talking to someone who knows. Brilliant Earth has over 40 stores where you can do exactly that. And if you’d rather shop from home, you can book a video call and get help that way.

Why I Recommend Brilliant Earth

I’ve covered a lot of stores in this article, and I think the pattern is pretty clear. Most of the other brands on this list do one thing well. VRAI is focused on lab grown diamonds. Ring Concierge is trendy. Mejuri is affordable.. But none of them are trying to be a full diamond jewelry store.

Brilliant Earth is the only one on this list where I can send someone to buy diamond stud earrings, a tennis bracelet, a necklace, and an anniversary ring all in one place, and know they’re going to be happy with what they get. The jewelry is well-made, the styles aren’t cookie-cutter, and you’re not stuck guessing about where the diamonds came from.

FAQ

H3: Is it safe to buy diamond jewelry online?

Yes. Buying diamond jewelry online is safe as long as you’re shopping from a store you trust, with clear photos and honest return policies. Brilliant Earth lets you see 360° photos of individual pieces and has over 40 stores if you want to see something in person before you commit.

H3: What is the best diamond jewelry to buy first?

Diamond stud earrings, a solitaire necklace, and a tennis bracelet are three of the most popular starting points. Brilliant Earth carries all three.

H3: Should I choose natural or lab grown diamond jewelry?

Both are great choices, and neither is “better” overall. Natural diamonds appeal to people who value rarity. Lab grown diamonds appeal to people who want a bigger stone for the same budget. The key is picking a store that offers both so you can compare for yourself. Brilliant Earth does.

H3: Where should I buy diamond jewelry?

Brilliant Earth is one of my top picks. The selection is large, the jewelry is well-made, and you can trace where the diamonds came from. Other stores on this list may work for specific needs, but Brilliant Earth covers the most ground.

H3: Is diamond jewelry a good gift?

Diamond jewelry is one of the best gifts for milestones like anniversaries, birthdays, graduations, and holidays. The key is choosing something that fits the person’s style. If you’re not sure where to start, Brilliant Earth’s stores let you see the jewelry in person and talk to a jeweler who can help you narrow it down.

About the author

Mike Fried Mike Fried has over 25 years experience in the diamond industry working with Leo Schachter Diamonds, Moshe Namdar Diamonds, and joining The Diamond Pro in 2007. He is recognized as an industry expert and has been quoted in publications such as Us, People, Page Six, The Next Web and more.