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Overall Score:4.5 | | ||||
Price:4 | | Selection:4.5 | | Customer Service: 5 | |
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I’ve secret-shopped hundreds of diamond retailers over the past 25+ years, and Brilliant Earth consistently delivers one of the best overall buying experiences in the engagement ring category. The lab-grown diamond selection is massive. The Design Your Own tool makes the process easy to navigate. And you can actually see everything in person at 40+ US showrooms. Brilliant Earth is consistently one of the first retailers I point readers toward, and for good reason.
What we’ll cover in this article:
Brilliant Earth lab-grown diamonds
Brilliant Earth’s Pricing
Brilliant Earth’s Engagement Rings
Showroom reaction video
Brilliant Earth’s natural diamonds
Bottom Line Recommendation
Why you should trust us
To help you with the diamond buying process we lean on our expertise and experience. The author of this article, our CEO, Mike Fried has over 20 years of experience in the diamond industry. Mike started from the bottom, sorting and evaluating hundreds of thousands of diamonds to learn every facet (pun intended) of diamond quality and value. Mike followed that up by spending years buying and selling diamonds on the wholesale market as well as selling tens of millions of dollars worth of diamonds to diamond retailers.
Brilliant Earth Lab-Grown Diamonds: Where Brilliant Earth Really Shines
If you’re considering a lab-grown diamond, and honestly, more buyers are every year, Brilliant Earth belongs at the top of your list. Brilliant Earth’s lab-grown diamond inventory is one of the largest available online, with over 300,000 stones. All of them are IGI or GIA certified, spanning every shape, size, and budget you can think of.
So why does that matter? Because lab-grown diamonds come in at a significantly lower price than comparable natural stones. That means you can go bigger on carat weight, higher on quality, or put more budget toward a setting you love without giving up anything on certification or appearance. For buyers who want the most diamond for their dollar, this is one of the clearest advantages Brilliant Earth offers.
I’ve looked at lab-grown diamond offerings from dozens of retailers, and Brilliant Earth’s selection, pricing, and educational tools consistently stand out.
Pricing: How Does Brilliant Earth Compare
Here’s something I appreciate about shopping at Brilliant Earth. The price you see is the price you get. There are no rotating “sales” that make you wonder if you’re getting a deal or just seeing an inflated sticker price marked down to where it should have been all along. How many retailers can say that?
Brilliant Earth’s direct-to-consumer model keeps pricing competitive and straightforward. Brilliant Earth’s lab-grown diamonds in particular offer meaningful savings compared to natural equivalents. And because Brilliant Earth’s pricing is consistent and transparent, comparison shopping becomes a lot more predictable. You’re not chasing a coupon code or trying to time a weekend discount.
You may occasionally find slightly lower prices from some competitors, but what you get with Brilliant Earth is the full package: strong prices alongside verified sourcing, 40+ stores, and customer service that actually picks up the phone. That combination is what justifies the value here.
Engagement Ring Design and Selection
Brilliant Earth’s Design Your Own tool is one of the best in the business. I’ve tested ring builders at dozens of online retailers, and this one stands out for how intuitive it is. It walks you through stone selection, setting choice, and metal preference in a clean three-step process that feels natural even if you’ve never bought a piece of jewelry before.
The setting options are extensive, everything from solitaires to vintage-inspired designs, and many of Brilliant Earth’s styles can only be found there. Brilliant Earth’s in-house San Francisco design team creates original settings you won’t find at other retailers. That matters if you want something distinctive rather than the same ring you’ve seen in every mall jewelry store.
All settings are made from approximately 99% repurposed precious metals. Brilliant Earth walks the walks when it comes to sourcing, design, and quality.
What is the Brilliant Earth Showroom Experience Like
On a 2025 secret-shopping trip, our team visited the St. Louis showroom as part of a full day that included Tiffany & Co. and 11 other retailers. The Brilliant Earth experience stood out, and not in the way most jewelry stores try to stand out.
The consultant was knowledgeable, patient, and never once made me feel like I was being steered toward a bigger purchase. That’s rarer than you’d think in this industry. The appointment felt more like working with a trusted advisor than dealing with a salesperson on commission. When is the last time you walked out of a jewelry store without feeling like someone was trying to squeeze more out of your wallet?
Brilliant Earth runs 40+ stores across the US, plus virtual appointment options for those who cannot make it in person. That level of flexibility is something most online-first competitors simply cannot match. If you’re someone who wants to see the ring before you buy it, and I completely understand that impulse, this is a huge advantage.
Brilliant Earth Showroom Reaction Video
Brilliant Earth’s Natural Diamonds
Brilliant Earth’s natural diamond inventory is expansive with over 100K stones and held to sourcing standards that most retailers don’t come close to matching. Every natural stone Brilliant Earth carries is certified and lists the origin of the stone. That is a truly unique feature for those looking to go above and beyond.
For buyers who know what they’re looking for in terms of cut, color, clarity, and carat, Brilliant Earth will have you covered. For most buyers, Brilliant Earth’s natural diamond range is more than sufficient.
Bottom Line Recommendation
After years of reviewing and secret-shopping diamond retailers, Brilliant Earth remains one of my highest-rated recommendations. Brilliant Earth’s lab-grown diamond selection is among the largest I’ve seen, the Design Your Own tool makes the process genuinely enjoyable, and 40+ stores mean you can actually hold the ring in your hand before you commit.
What keeps Brilliant Earth near the top of my list isn’t any single feature. It’s the full package: competitive pricing, ethical sourcing you can trust, outstanding customer service, and a buying experience that’s easy and straightforward. I recommend Brilliant Earth for buyers at virtually every price point. Whether you’re spending $2,000 or $20,000, Brilliant Earth is where I’d start.Visit https://www.brilliantearth.com/ to explore their full diamond and setting inventory.
Is Brilliant Earth legit?
Absolutely. Brilliant Earth has been in business since 2005, operates 40+ physical stores across the US, and has built a strong reputation with hundreds of thousands of customers. I’ve secret-shopped Brilliant Earth’s showrooms personally, and the experience is consistently among the best in the industry.
Is Brilliant Earth more expensive than other online retailers?
Brilliant Earth’s pricing is competitive on natural and lab-grown diamonds. You may occasionally find slightly lower prices elsewhere. Because Brilliant Earth doesn’t rely on rotating sales or promotional pricing, what you see is a reliable, straightforward price, not an inflated number waiting to be “discounted.”
Does Brilliant Earth sell lab-grown diamonds?
Yes, and it’s one of Brilliant Earth’s biggest strengths. Brilliant Earth carries one of the largest lab-grown diamond inventories available online, with over 300,000 IGI and GIA-certified stones. lab-grown diamonds come at a significantly lower price point than comparable natural diamonds, which gives buyers a lot more flexibility on size and quality.
Can I see Brilliant Earth rings in person?
Yes. Brilliant Earth has 40+ store locations across the US where you can view settings, try on rings, and work with a jeweler one-on-one. Appointments are recommended and can book up fast at popular locations, but virtual consultations are also available.
Does Brilliant Earth have a good return policy?
Brilliant Earth offers a 30-day return policy and a lifetime warranty. In my experience, Brilliant Earth’s customer service team is responsive, helpful, and easy to work with. That matters a lot when you’re making a purchase this significant
How does Brilliant Earth compare to buying at a physical jewelry store?
Brilliant Earth gives you the option to shop in person at 40+ stores across the US. In most cases, you’ll get better pricing at Brilliant Earth. They also allow you to customize your ring by choosing from hundreds of settings and over 400K diamonds. You can also have the diamonds you’re interested in seeing brought to your local store so you can see them with your ring setting in person.
Why does The Diamond Pro recommend Brilliant Earth?
After 25+ years in the diamond industry and hundreds of secret-shopping visits, I recommend Brilliant Earth because Brilliant Earth consistently delivers one of the best combinations of pricing, selection, ethical sourcing, and customer experience.
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
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